Genotek provides genetic testing services, a medical field where content carries significant responsibility. Search engines expect high quality and reliable information in these niches (E-E-A-T: experience, expertise, authoritativeness and trustworthiness), and medical publishers make the field highly competitive. Promotion through “just more text” is not enough; trust must be built for both search engines and readers.
Improve search visibility in a complex medical niche where trust matters.
The aim was to grow organic traffic from informational and commercial searches while consistently meeting medical content standards.
The strategy took a long-term view. Instead of chasing quick tactics, we built up the niche’s most authoritative body of content over time.
- Managed SEO as a long-term programme: priorities are reviewed quarterly and decisions are documented with the medical team.
- Built a content strategy around real questions about genetic tests, from what a test can show to preparation, results and interpretation.
- Strengthened E-E-A-T on key pages through medically qualified authors, expert review and clear accountability for content.
- Restructured commercial-demand clusters so test and service pages answer customer questions before they contact the provider.
- Added technical support for content: correct medical-page markup, page speed and clean indexing of updates.
- Closed the analytics loop: query-cluster trends are reviewed regularly, and search signals inform the content plan.
We also accounted for waves of search algorithm updates. Medical topics are sensitive to quality signals, and consistent work on authorship and expertise can help smooth those fluctuations. Growth then builds from quarter to quarter instead of disappearing after an update.
Organic traffic grew 42% year over year, and key commercial queries about genetic tests reached Top 3.
| Metric | Result |
|---|---|
| Organic traffic year over year | +42% |
| Key commercial queries in the niche | Top 3 |
Metrics are transcribed from the original case materials. A period is stated where it is recorded in the source.
We see four directions for the service’s continued growth:
- Expand topic clusters with new searches about genetic testing applications and health.
- Improve service pages to convert more of the growing organic audience.
- Build a GEO channel so the service appears in AI answers to medical questions where trust influences choice.
- Extend the proven content model to additional language versions.
Related source: Source case