Empowering SEO For Private Health Insurer Medibank

Introduction

Medibank, a leading Australian private health provider, was steadily transforming its website from just providing products to being a health and wellbeing portal. Content was vital for achieving this, and organic search was equally critical for building sustainable traffic for the site with clear return
on investment.

Challenge

Traditionally Medibank had relied on Search Engine Marketing and other paid media for visibility, but the shift to content meant getting serious about SEO as a more cost-effective digital marketing channel. To achieve this a serious tool was needed.

To optimize effectively for organic, Medibank knew it needed to grade up from the keyword emphasis that had defined their approach to SEO formerly, adopting the technical interventions that would deliver the biggest business impact.

Solution

As Medibank’s Digital Experience Specialist, Juan Campos puts it: “We’d outgrown our current tools. And we knew we could get more progress with our digital team by going with Botify.

We needed something that could not just give us the data we needed in SEO, but to make the case to all stakeholders in the business. From marketing to content to development and leadership”. To meet this challenge Botify focused on creating customized dashboards that were relevant to the different teams.

This provided everyone with visibility and understanding on what changes would make the biggest difference, identifying clear prioritisations and demonstrating the business case for Organic Search converts outside of
the small SEO team.

Results

Within six months Medibank was seeing real performance improvements in the metrics that matter. These results helped make the case for Organic Search
internally, providing a robust foundation for an action plan based on Botify’s “full-funnel” methodology. Built to think and act like a search engine, this methodology helped Juan and his team achieve a shift in mindset in how the teams at Medibank optimized content for performance going forward.