Unilabs’ Organic Growth Success
Transforming a Medical Laboratory’s Online Presence and Achieving Unmatched Search Dominance.
Organic Growth
UX/UI
Services
Growth Hacking
Client
Unilabs
Introduction
Unilabs Jordan is a leading medical laboratory with multiple branches across Amman, offering a comprehensive range of lab tests, from routine blood work to full health checkups. Despite its strong reputation in the medical field, Unilabs faced a significant challenge: a weak digital presence. Its old website was outdated, lacked engagement, and failed to rank competitively on Google.
AdWize Group took on the challenge of transforming Unilabs’ online visibility and search performance through a strategic, multi-phase organic growth initiative. Over two years, our approach resulted in substantial ranking improvements, increased organic traffic, and a dominant presence in Jordan’s medical search landscape.
Objectives
Our primary goal was to position Unilabs as the #1 medical laboratory in Jordan in terms of online visibility. Specifically, we aimed to:
Revamp the website to improve UX, SEO, and content structure.
Dominate Google search results for medical lab-related queries.
Build a strong, bilingual content strategy (English & Arabic).
Implement a scalable SEO strategy focused on both general medical knowledge and local search intent.
Increase engagement with medical content through user-friendly formats.
Expand into e-commerce by optimizing individual medical tests for search visibility.
Strategy & Approach
Phase 1: Website Revamp & Content Optimization
The first step in Unilabs’ digital transformation was a complete website overhaul. The old website was static and lacked user engagement. We built a modern, UX-driven website that:
Showcased Unilabs’ strengths with an intuitive design.
Was fully optimized for SEO with structured URLs, metadata, and schema implementation.
Provided bilingual content to cater to both Arabic- and English-speaking audiences.
Improved mobile-friendliness and loading speeds for a seamless experience.
Once the foundation was set, we focused on content strategy. Every page—whether it was service-related, "About Us," or general medical knowledge—was crafted to answer the most searched queries in Jordan.
Phase 2: Blog Initiative & Local SEO Domination
Recognizing that medical topics often lack organic engagement, we launched a blog initiative designed to:
Cover a wide range of health-related topics in an easy-to-read format.
Use deep keyword research to identify the most searched questions and concerns.
Optimize every article for search rankings with on-page SEO best practices.
Implement a consistent publishing schedule to signal authority to Google.
Our keyword strategy was not a one-time effort but an ongoing process, continuously identifying new search trends. The results were outstanding: Unilabs achieved page-one rankings for hundreds of medical-related keywords, with many securing the #1 position in Jordan.
Phase 3: E-Commerce Expansion – Medical Test Optimization
After securing content dominance, we expanded into Unilabs' e-commerce potential by listing all available medical tests online. This phase included:
SEO-optimized individual test pages, with precise titles, descriptions, and metadata.
Structured FAQs, answering common patient questions and improving search discoverability.
Schema implementation, enhancing rich search results and increasing click-through rates.
A major success of this phase was driving traffic to lesser-known tests—medical services that most people were unaware Unilabs provided. This strategic SEO approach led to a significant increase in bookings and test inquiries.
Results & Impact
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The impact of this strategy was profound. Over two years, Unilabs achieved:
A massive increase in organic traffic, with thousands of new visitors each month.
First-page rankings for hundreds of keywords, including highly competitive terms.
#1 rankings for multiple high-intent search queries, driving direct business growth.
A higher engagement rate, with users spending more time reading and interacting with medical content.
Increased e-commerce conversions, as more users discovered and booked medical tests online.
Overcoming Challenges
One of the biggest challenges was making medical content engaging. Unlike other industries, medical information is often seen as dry and technical. We overcame this by:
Crafting digestible, easy-to-read articles that simplified complex medical topics.
Using visual content, infographics, and structured data to enhance readability.
Ensuring every blog provided real value and actionable insights for users.
Additionally, optimizing for local search intent was crucial. We had to constantly adapt to shifting search behaviors, ensuring that our content met the evolving needs of Jordanian users.
Future Outlook & Next Steps
With Unilabs now a dominant player in organic search, we continue to push innovation. Our next step is developing an advanced AI-powered chatbot that:
Provides users with instant medical information in a conversational format.
Analyzes user-uploaded test results to recommend relevant medical tests.
Enhances engagement and personalizes the patient experience.
Our partnership with Unilabs is a testament to the power of strategic SEO, content marketing, and technical optimization. The organic growth achieved in two years is just the beginning—our ongoing efforts will further cement Unilabs as the go-to medical lab in Jordan.
Conclusion
This case study showcases how AdWize Group’s expertise in growth marketing and website development transformed Unilabs’ digital presence. By focusing on UX, content strategy, local SEO, and e-commerce optimization, we successfully outperformed competitors, dominated search results, and increased business conversions.
If you’re looking to achieve similar results, let’s talk. AdWize Group specializes in turning businesses into digital leaders through expert strategy, technical excellence, and continuous innovation.
