Markethinkers & GeminiLab: Reaching a Unique Target Audience in the Digital World with SEO
GeminiLab is a business that has looked to bring a unique new service to the healthcare industry in Turkey. While the testing of reproductive health was once something that had to be done in a hospital, GeminiLab offers home sample reproductive collection kits that can be completed from the comfort of your own home, revolutionising a once very public process and making it more private. A customer is able to complete the test at home and then send it off to GeminiLab, receiving the results in a form that will be delivered back to them. This process has made sperm testing both easier and more confidential than other forms of testing offered by other labs.
GeminiLab has a very unique customer base with a very specific target audience. This meant that we had to develop a strategic marketing campaign that ensured we prepared content that was of the best quality while still guaranteeing that our content reached this target audience. The research that was compiled by our team here at Markethinkers determined that one of the best ways to reach this very specific group of people was to improve the amount of organic traffic that was streamed to the GeminiLab website. With specific and original content, we planned to increase the reach of the brand and improve the visibility of GeminiLab in the digital world.
Getting Started with the Project
We began our research on GeminiLab in June of 2021 and deciphered the following analytical results of the website based on the previous 6 months (January to June 2021).
- The total number of clicks on the site: 574
- Impressions: 8700
- Average ranking: 20
- Organic traffic is 620
We also evaluated the website in terms of SEO compatibility and found the following results;
- The domain authority score was much lower than our nearest competitors, both in terms of domestic and international businesses.
- The organic traffic from the service pages was very low, meaning that these pages were not optimised for search engines.
- There were many keywords that did not have a high search volume
- There was an absence of content targeting keywords. This meant that GeminiLab was not targeting the desired audience.
The site’s dynamic rendering and SPA.
The above issues were making it hard for GeminiLab to attract high-quality customers and so we developed our strategy around solving these problems. The data we used came from Google Analytics as well as frequently asked questions that were directed to the GeminiLab live support services. We used this information as our main goal was to better understand the consumer within this industry and optimise according to their needs. By completing this study, we found out the following information about our target audience;
- The aims of the consumer
- The most common requests of the consumer
- Difficulties during the procurement process
- Preferred communication channels
In order to ensure that the website became more user-friendly and orientated around the consumer, we started writing articles whereby the above difficulties and questions were clearly answered.
As one of the major issues was that GeminiLab was not attracting the attention of its target audience, we also looked to generate keywords that would help them do this. Through content marketing and SEO tactics, we ensured that we were optimising the content that we created to promote the unique services within the area that GeminiLab operates. Through the elimination of the technical issues that plagued the site and the generation of SEO-friendly content that targeted high-volume keywords, we improved the website’s visibility.
Objectives of the Project and Achieved Results
The main goal we looked to achieve within our strategy was to attract the right audience. The following strategies were developed to accomplish this;
- Created SEO-compatible content that is directed at the unique target audience.
- Acquired high-quality backlinks to improve the overall authority of the website.
- We performed an analysis according to EAT (Expertise, Authoritativeness, and Trustworthiness) and optimised accordingly.
- Fixed technical issues that were impacting the SEO.
- We gave the site a multi-page design, removing the SPA structure that was stopping the website from ranking well.
In order to achieve the above goals and strategies, we looked to improve the content on the website by deciding what information was unnecessary and removing it. We also completed keyword research that was comprehensive and separated into sections. This helped us to develop a content structure that was in line with SEO tactics.
The speed of the website was another one of the features that we noted as it was debilitating to the user experience. Through analysing the site speed based on core web vitals, we provided GeminiLab with suggestions on how to improve this.
The results of the optimizations that we have carried out throughout the project led to an organic traffic increase of over 3000%! The table below compares the different metrics that were measured over the same period between 2021 and 2022.
Percentage of Increase
Total Number of Clicks
Number of Impressions
The above metrics show how improvements in the content and search engine optimization features have helped to rapidly increase the visibility of this website. Based on the information that we gathered from the audience, we were able to successfully make changes that improved the overall functioning and profitability of GeminiLab! As Markethinkers, we were able to successfully gain an understanding of what GeminiLab needed to improve on and helped them to achieve their goals through improving their SEO and content marketing! If you would like your own business to see the above improvements, look no further than Markethinkers!
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