Phufa Resthome - SEO Case Study

Phufa Resthome: The Journey To The Top Of Google With Effective SEO Strategies

Overview

Phufa Resthome stands as Thailand's leading provider in drug rehabilitation services. As they sought to elevate their operations to the next level, they aimed to leverage online marketing strategies, including SEO, Google Ads, Facebook Ads, and the launch of a new website. While Phufa Resthome has engaged in a multifaceted digital marketing approach, this case study will specifically focus on their SEO efforts.

Challenges

1. The company's online presence was fragmented across multiple domains, negatively impacting Google's perception and grading of their website.
2. In the competitive landscape of drug addiction and rehabilitation information online, Phufa Resthome had to contend not only with other private centres but also with highly credible government and public hospital websites, which typically hold more trust due to their .org and .go.th domains.

Objectives

The primary goals were to:

1. Increase organic search traffic to the website.
2. Achieve higher search rankings than both government and public hospital websites.

Methods

To address these challenges and meet their objectives, the following strategies were implemented:

1. A complete redesign and rebuild of the website to consolidate its various aspects into a single, comprehensive site, moving away from WordPress to a static site for improved speed and SEO performance.
2. Comprehensive on-page and off-page SEO optimisation to ensure the use of relevant keywords.
3. Regular publication of well-researched, long-form content to educate visitors and the general public on current news, popular drugs, myths, and guides.
4. We advised Phufa Resthome on media and PR strategies to organically acquire backlinks from credible sources, rather than resorting to paid links. Our approach prioritises reputation and long-term success, as paying for links contravenes Google's policies and can result in penalties that may take months to recover from.
5. A detailed migration plan for combining three domains to minimise ranking impacts.

Results

The efforts yielded significant improvements:

1. New user traffic increased by 325%, sessions by 369%, and the number of leads by 88% year-over-year from July 2022 to July 2023, as per Google Analytics data.

Source: Google Search Console: 13 November 2022 - 12 March 2024

Source: Google Analytics: organic search traffic only, 1 July 2022 - 29 February 2024

2. The blog content achieved top rankings for targeted keywords, though it led to competitors copying the content and structure.

Source: SE Ranking, keywords ranking is tracked in Thailand for both desktop and mobile

3. Phufa Resthome maintained the number one position for private rehab centre keywords for two years

4. The company's how-to guides and informational content began ranking above government and hospital websites, overcoming a major hurdle.

5. Organic backlinks to the website have increased resulting from our focus on creating useful, unique and up-to-date content.

Source: SE Ranking, March 2023 - March 2024

Conclusion

In summary, Phufa Resthome's dedicated SEO strategy has markedly improved its digital presence, securing its status as a top drug rehabilitation provider in Thailand. By unifying their web presence, implementing robust SEO, producing authoritative content, and ethically gaining backlinks, they've seen a significant uptick in traffic and leads. These strategic moves have not only driven growth but also allowed Phufa Resthome to outperform government and public entities online, showcasing the power of a well-crafted, ethical digital marketing approach.