SEO Localisation for a healthcare company

Project Background

This project involves on-page SEO for an international company in the healthcare sector. The primary goal was to localise the content for the Hong Kong market and increase non-branded traffic to the website.

Timeframe: 1 year

Scope of Work

1. Keyword Research

Based on the site’s niche, identify the major topic cluster and perform keyword research. I identified both short-tail and long-tail keywords for a well-rounded approach. Short-tail keywords were used to attract general traffic, while the long-tail keywords, which are more specific, aimed at covering all the possible questions asked by potential customers. 

The keyword research analysis also focuses on the traffic potential of different topic clusters and supporting topics to help prioritising pages to work on. I also study the search volume trend to see if there’s any seasonality.

2. Content Audit and Competitor Analysis

The content audit entailed a comprehensive examination of all the client’s content to assess its relevance, quality, and SEO performance. I checked each piece of content to identify any technical issues, content gaps.

Key focus areas during the audit included the use of keywords, the clarity and relevance of the content to the target audience, metadata, and the effectiveness of the call to action elements.

This process allowed us to determine which content to retain, update, or remove, with the primary goal of optimizing the website to improve its ranking on search engine results pages (SERPs).

I also conducted a SERP analysis to identify our client’s unique selling points and assess the competitive landscape for our targeted keywords.

3. On-page Optimization

After the client’s approval, I proceeded to optimise key pages, which are translated from English. This process involved optimising the body text to ensure we have targeted the primary and secondary keywords naturally throughout the content.

Some other on-page optimisation work includes:

  • Internal linking
  • Meta tag and heading tag optimisation
  • Image Alt text
  • Rename URL slug to shorten the length and adapt the local practices


Changes are gradually implemented between April to June 2023, and we can see an uplift in organic keywords. At the time of writing, we’ve increased the keywords by 300% and we’ve acquired a few Featured Snippets already for newly published pages within 2 months.

Aubrey Yung

Aubrey Yung

Aubrey is an SEO Consultant with 5+ years of B2B and B2C marketing experience.