Case Study 01 · Healthcare SEO
Scaling SEO Across a Large Healthcare Website
How I worked across technical SEO, search strategy, site architecture, content and landing-page expansion to grow organic search visibility for SPARSH Hospital.
The Outcome
Nov 2025 → Aug 2026Performance from the November 2025 pre-project baseline to August 2026, based on Google Search Console data. I began working on the SPARSH Hospital project on 15 December 2025, so December 2025 is not treated as a baseline month.
A large site with complex search demand
SPARSH Hospital operates a large healthcare website covering multiple specialties, subspecialties, doctors, procedures, conditions and locations.
The challenge was to expand organic search visibility across a large website without sacrificing technical health, while creating a clear and scalable architecture for different types of search demand.
A structured and scalable SEO strategy
I worked on a combination of technical SEO, search strategy, site architecture, landing-page expansion and content optimization — backed by data and continuous measurement.
- Technical SEO and site health improvements
- Keyword research and search-intent mapping
- Architecture for specialty, doctor, procedure and condition pages
- Content optimization and new landing-page builds
- Internal linking, schema and performance tracking
Building the search architecture
Mapping search demand to the right page type.
- Search Demand
- Specialty Pages
- Subspecialty Pages
- Condition / Treatment Pages
- Procedure Pages
- Doctor Pages
- Location Pages
- Content / Supporting Pages
I worked on mapping search demand to the appropriate page type instead of treating every keyword as a content opportunity.
A clear page structure helps a large website capture the right search demand, reduce cannibalization and scale growth over time.
— Birbal KumarWhere the growth showed up
Key sections that saw notable improvement.
The bigger takeaway
A more scalable search system for long-term growth.
The project was not about optimizing isolated pages. It was about building a more scalable organic search system across a large healthcare website — connecting search demand, intent, page types, architecture, content and measurement.