Why improving your on-page SEO can lead to a better user experience and improved search engine ranking

Recent years have seen a growth in health empowerment. People are taking at-home tests to detect potential health issues early and make interventions. Whilst most of the media attention has focused on wearables, health optimisation testing has grown in popularity. Yet for many of these companies, their struggle lies in attracting a wider audience to their offering. One company that seems unaffected by this issue is LetsGetChecked. With a high organic search traffic their digital marketing initiatives, appear to be getting a lot of things right. Yet, even for a company now worth $1 billion after only eight years of trading, there is further room for improvement to reach even more potential customers. A quick win would be to improve their on-page SEO to help increase the search engine ranking of their website. This article will explore why this is important.

Who are LetsGetChecked?

LetsGetChecked was founded by Peter Foley after he experienced a delayed cancer diagnosis at 16. Since its establishment in 2015, the company has grown to over 600 staff globally, propelled by its digital marketing capabilities. After Foley’s experience, the company is dedicated to empowering individuals with the necessary care for longer and happier lives. LetsGetChecked offers direct access to telehealth services, pharmacy resources, and at-home sample collection kits for various health conditions. These include Colon Cancer Screening, Sexual Health, and Diabetes. This is a brilliant cause that has the potential to improve the health of many. Yet as many health optimisation companies have found, this message can get lost without a clear digital marketing strategy to increase search engine rankings. 

To improve search engine rankings you need content…lots of it

Part of what has made LetsGetChecked so successful is an impressive digital marketing presence, where they currently get organic monthly traffic of approximately 360,000 from search engines alone. The main reason for this is their backlink strategy. A backlink strategy includes getting mentions and links from other trusted websites. It helps send positive signals to search engines that their website is a source of good, trusted content. LetsGetChecked has been featured in mainstream media like The Guardian and Forbes, in addition to many other popular websites. This on its own can generate considerable organic traffic. However, LetsGetChecked goes beyond this by leveraging the art of content marketing. This is what makes them stand out further and increase their search engine rankings. Consequently, it helps generate organic traffic on a consistent basis. 

A great keyword strategy is important to increase content visibility

To drive its content marketing strategy, LetsGetChecked has clearly developed a strong keyword strategy. Analysing their organic search traffic from search engines illustrates that branded searches produce only the third-highest source of traffic for LetsGetChecked. This is in contrast to many other health optimisation testing companies. Branded searches involve people searching for a company by name. This is good but it means you are only attracting people who know about you already. However, with a strong keyword strategy, LetsGetChecked is attracting new customers. Optimising website content for keywords involves strategically selecting and incorporating relevant phrases to improve content visibility in search engine results. This practice aims to align content with the terms that users commonly search for. As a result, it increases the likelihood of the content appearing prominently when someone searches using those keywords. However, for the strategy to be effective, keyword optimisation requires researching and identifying high-impact keywords in a particular industry or niche. It’s about understanding the user mindset. These keywords should then be integrated naturally into website content, meta tags, and other elements to increase search engine rankings. 

The most advanced companies have started to understand this. Consequently, the content marketing industry is set to reach 107 billion U.S. dollars by 2026. Yet, LetsGetChecked does not stop there. They have also acquired a substantial following on YouTube, with several of their videos getting hundreds of thousands of views. This is something that further sends signals to search engines that they are a trusted source of content, which in return helps with search engine rankings.

Don’t forget to optimise your on-page SEO

Whilst LetsGetChecked is amongst the most forward-leaning companies in the health optimisation testing industry, when it comes to digital marketing, they still have massive opportunities to grow further. There are many things they can do to improve their short-form video content found on their Insta page. With a following of almost 30k, they should have a considerably more engaged audience. This would give them tremendous opportunities to further enhance their brand and build their customer base. Moreover, there are some quick wins to be found when inspecting their technical front-end website.

Optimising your front-end website also called on-page SEO, is crucial for several reasons. Firstly, it enhances the visibility of a website in search engine results, making it more likely to be discovered by users searching for relevant information. Effective on-page SEO involves optimising content, meta tags, and headers with relevant keywords, improving the site’s alignment with user search queries. Secondly, it contributes to a better user experience by ensuring that the content is well-organised, easy to navigate, and relevant. Search engines consider user experience as a ranking factor, so a well-optimised page is more likely to rank higher. Lastly, on-page SEO helps search engines understand the content and context of a page, facilitating accurate indexing and categorisation, which ultimately improves the site’s overall so it attracts more organic traffic.

To be on top of search engine rankings you need to do more than PR and content creation

LetsGetChecked has achieved significant success with a valuation of £1 billion and a global team of over 600. Their adept digital marketing is evident in robust organic traffic and media features. The company’s strategic use of content marketing, particularly through keyword optimisation, has been pivotal in maintaining consistent organic traffic. Their YouTube presence further enhances credibility. However, they can further grow by improving their engagement on platforms like Instagram and capitalising on quick wins by optimising their on-page SEO leading to better search engine rankings. Addressing these areas will likely contribute to sustained growth and an even more robust digital presence as they innovate in the healthcare sector.


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