Nuffield Health: Search Engine Optimisation Campaign

Nuffield Health is Britain’s largest not for profit healthcare business. They reinvest all profit into their staff, technology and facilities, in order to provide accessible, innovative ways for people to get and stay healthy.

They have built a pioneering, integrated network of more than 15,000 employees – all delivering services that go way beyond traditional healthcare provision. When vacancies come up they are often looking for candidates who are in great demand. So, TMP where asked to ensure their new careers website was the first one potential candidates would go to when they’re looking for their next opportunity.

Nuffield SEO

The Challenge

Nuffield Health have built a pioneering, integrated network of more than 15,000 employees – including over 4,000 clinical practitioners, 31 Hospitals, 1Nuffield Health is Britain’s largest not for profit healthcare business. They reinvest all profit into their staff, technology and facilities, in order to provide accessible, innovative ways for people to get and stay healthy.

They have built a pioneering, integrated network of more than 15,000 employees – all delivering services that go way beyond traditional healthcare provision. When vacancies come up they are often looking for candidates who are in great demand. So, TMP where asked to ensure their new careers website was the first one potential candidates would go to when they’re looking for their next opportunity.11 Fitness and Wellbeing Centres, 4 Medical Centres, 210 Corporate Fitness & Wellbeing Gyms, 50 Health Clinics, 66 Specialist Rehabilitation Centres and 2,000 Accredited & Governed Physiotherapists. The opportunities here are as wide ranging as they are specialist.

When Nuffield Health developed a new careers website, they recognised the need to be prominent on Search Engines. This helps builds long term traffic from jobseekers as their careers site features higher up the results pages.

With a PPC campaign underway they undertook the SEO challenge, to increase prominence in certain key recruitment areas and, in time, reduce the reliance on PPC. Their critical talent areas are highly competitive markets where success in SEO would be hugely beneficial to the organisation.

The Solution

In line with our art and science thinking we started on this project using data and insight.

Firstly we needed to understand the key roles and talent groups we wanted to drive enhanced results. We then ran monthly reports comparing month on month information to optimise and adjust our activity to increase results. In these reports we include:

  • a summary overview
  • site visits for organic search
  • organic search vs paid search
  • bounce rates
  • average user sessions
  • top 20 branded and non branded keywords
  • keyword analysis
  • We also produce a quarterly report and make recommendations to improve Nuffield Health’s SEO ranking

Benefits and Results

Ongoing improvements showed higher ranking keywords, both branded and non-branded, meaning more exposure in the higher volume recruitment areas. We have established month on month positive growth with search engine visibility and provide quarterly improvement suggestions on top of the monthly reports to ensure this keeps moving in a positive direction.

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