Sugiyama
On-Site & Off-Site Baidu SEO Campaigns
The Japanese company Sugiyama Maternity hospital, also known as Sugiyama Hospital, is one of the most well-known maternity hospitals in Japan. It has a rich history of over 70 years, helping families grow their families. Over this time, Sugiyama has developed into a hospital that is seen as one of the go-to professional maternity hospitals for reproductive medicine, gynecology, and obstetrics. One of Sugiyama’s biggest selling points is that it is the only officially authorized distributor of “Ringer’s Catalog.”
Ringers Catalog is a pregnancy supplement that is highly popular in Japan and China.
The goal of this partnership is to support Sugiyama in bringing more organic traffic to their website, getting their keywords ranking, and ultimately attracting more visitors to their Chinese online store as they look to expand their reach.
What We Did
What We did
So, how did we go about achieving those goals?
Firstly, it was important to establish that the only way to achieve true success on this project was to split our efforts into two main focal points; SEO on-site and SEO offsite. This division was created for clarity in what we were working on, with the aim of greatly improving the website’s performance within Chinese search engines while also providing existing and future customers with valuable content to engage with.
SEO On-site
First, let’s focus on the SEO on-site actions that we took to ensure that Sugiyama started to gain more brand recognition and on-site traffic.
- Keywords analysis and expansion: To start, we looked at the current keywords analysis that Sugiyama had on record to try and establish some trends and quick wins. Once completed, we started to expand our keyword analysis, searching for more low competition, highly rewarding keywords.
- Competitor analysis: Alongside our keyword analysis, we also undertook extensive competitor analysis. We crawled through competitor websites to understand what they were doing well and what they could improve on. This crawl let us establish further quick wins while also seeing where we could target to beat our competitors.
- URL and TDK optimization: Next, it was important to ensure the URL and TDK were optimized, alongside page optimization, to ensure the site is perfectly set up to be crawled successfully by Chinese search engines. Domain reputation is essential when we try to create content that will rank well on search engines.
- Create news module: We also took the decision to create a new module on the site. This area of the site offers current customers and leads a reason to keep coming back to the website, improving Sugiyama’s on-site traffic and engagement as a result.
- Tracking Analytics (Baidu Analytics): The final step of the SEO on-site strategy was to create a tracking analytics page so that Sugiyama could track their new levels of traffic, gather data about those audiences, and use that information to further streamline their traffic increase attempts.
SEO Off-Site
With regards to our SEO off-site plan, we focused mainly on our content marketing strategy. Developing a content marketing strategy was essential as it allowed us to start tailoring our content to better suit Sugiyama’s clients, as well as perform well on Baidu Tieba and Baidu Zhidao.
We looked at what social media, blog, and video content was already resonating with Sugiyama’s customers, as well as comparing that to what their direct competitors were doing, and we came up with a detailed plan that would help levy that information and greatly improve client and lead interactions.
Results
By using this dynamic approach of on-site and offsite SEO support, we were able to achieve a significant uplift in message coverage, helping increase Sugiyama brand awareness.
Not only that, but the action we took helped Sugiyama to drive more organic traffic to the site and attract more visitors to their Chinese online store.
+276%
+16%
Overall Website Traffic
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