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View119,357 Organic Clicks with 39.8% CTR on Flagship Keyword
Strategic dual-site architecture delivering market leadership in pathology and antenatal testing searches, with 12 keywords in top-3 positions and industry-leading 3.66% CTR.
The Challenge
By November 2019, Clinical Labs had lost critical rankings for 'harmony test' and 'nipt test'—keywords that previously drove significant commercial value. These searches represented expectant parents actively researching prenatal screening options, a high-intent audience segment.
The broader challenge involved balancing two distinct user intent patterns on a single domain: pregnancy-specific testing content versus proximity-based pathology services. Generic pathology searches ('blood test near me') required location-based optimization, while antenatal searches needed educational content depth and expertise signals.
Competition intensified across both verticals. Pathology services competed on local SEO factors, while prenatal testing faced direct competition from specialist pregnancy health sites with stronger domain authority in that niche.
The Solution
We implemented a dual-site architecture with targeted optimization strategies for distinct user intents. By strategically separating antenatal and pathology content, we could optimize each property for its specific audience while maintaining brand cohesion.
Our Approach
- Dual-Site Architecture Implementation
- Strategic separation with antenatal.clinicallabs.com.au for pregnancy/fertility testing and clinicallabs.com.au for pathology services
- Content Depth & Technical Excellence
- Built 50+ comprehensive prenatal testing guides with schema.org markup and optimized Core Web Vitals
- Keyword Recovery & Expansion
- Systematically targeted lost rankings while expanding into adjacent semantic clusters with medical authority backlinks
The Results
The strategic approach delivered 119,357 organic clicks with industry-leading engagement rates. Critical commercial keywords recovered to position #1, while pathology proximity searches maintained market leadership.
The 39.8% CTR on 'harmony test' represents exceptional performance—nearly 8x the healthcare industry average of 5%. The dual-site architecture enabled intent-specific optimization, with the antenatal site achieving 10.3% average CTR compared to 1.5% for proximity-based pathology searches.
Traffic & Engagement
119,357
Total organic clicks (Jul 2023 – Oct 2025)
Sustained traffic with average 4,263 monthly clicks
39.8%
CTR on 'harmony test' (Position #1)
8x healthcare industry average
Market Authority
3.66%
Overall CTR across 3.26M impressions
vs. 2-3% industry benchmark
12 keywords
in top-3 positions
Dominant visibility in prenatal and pathology searches
Key Lessons
Architecture enables intent-specific optimization
Separating antenatal and pathology content onto distinct properties allowed targeted optimization strategies. The antenatal site achieved 10.3% CTR on average, while pathology maintained strong proximity-based performance at 1.5% CTR—both exceeding their respective benchmarks.
Keyword recovery requires sustained authority building
Recovering lost rankings for 'harmony test' and 'nipt test' took 18 months of consistent content development, technical optimization, and backlink acquisition. The investment delivered 48,400 combined clicks on these keywords alone.
Top-3 positions deliver exponential value
The 12 keywords in top-3 positions generated 60,001 clicks—representing 50.3% of total organic traffic despite being only 8% of tracked keywords. Position 1-3 visibility proved critical for commercial success in healthcare searches.
"The dual-site strategy transformed our organic performance. We're now the dominant search result for prenatal testing while maintaining our pathology leadership."
Michael Rothwell
Marketing Director
Australian Clinical Labs
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