Strengthening Non-Branded and Local Search Visibility for DHI India

Context

DHI India operates across multiple cities in a high-intent medical category where search visibility directly influences patient acquisition.

The category is structurally competitive. National transactional keywords and city-level clinic searches determine discovery. Visibility must operate at both levels simultaneously.

By late 2024, search performance showed disproportionate reliance on branded queries. Non-branded transactional keywords and several city-level searches were underperforming relative to brand scale and clinic footprint.

At the same time, search interfaces were evolving. AI-generated summaries and local pack integrations were influencing patient journeys. Visibility in these environments was becoming operationally relevant.

What Changed

In October 2024, internal performance reviews identified three structural gaps:

• Limited dominance for high-intent non-branded keywords
• Inconsistent rankings across clinic locations
• Minimal presence in AI-generated search environments

Organic performance existed but lacked system-level integration across national, local, and emerging AI surfaces.

DHI required a unified search system rather than incremental optimisations.

Envigo was engaged to design and execute that system.

Envigo’s Responsibility

Envigo was responsible for:

• Designing a national SEO strategy
• Structuring a multi-location local SEO framework
• Conducting technical SEO audits and defining remediation priorities
• Planning and producing search-aligned content
• Expanding non-branded keyword visibility
• Executing authority-building initiatives
• Increasing AI search inclusion
• Monitoring and reporting performance

Strategic Decisions

Decision 1: Prioritise non-branded national keywords

Envigo observed strong branded demand but limited dominance for transactional keywords. Envigo prioritised high-intent non-branded visibility. Expanding brand amplification alone was rejected because it would not structurally increase discoverability.

Decision 2: Treat each clinic location as an independent search market

Envigo observed inconsistent city-level rankings. Envigo implemented a structured local SEO framework per location. A single national optimisation model was rejected due to local algorithm dependency.

Decision 3: Stabilise technical foundations before scaling aggressively

Envigo observed that crawl behaviour, indexing discipline, and Core Web Vitals could cap growth. Envigo prioritised technical stability. Content-only scaling without structural clarity was rejected.

Decision 4: Invest in AI visibility early

Envigo observed increasing AI-generated visibility for medical queries. Envigo structured content and entity reinforcement for AI inclusion. Waiting for AI surfaces to mature was rejected as reactive positioning.

System Design

Envigo aligned national SEO, local SEO, technical optimisation, authority building, and AI visibility into a single operating system.

The model ensured:

• National keyword strength reinforced domain authority
• Local clinic pages captured geo-intent searches
• Technical clarity supported consistent indexing
• Authority growth strengthened both national and local assets
• AI inclusion extended visibility beyond traditional SERPs

Each layer reinforced the others. Growth was designed to compound rather than spike.

Outcomes

Between October 2024 and January 2026:

• Organic traffic increased by over 100%
• Net leads increased by more than 2.5X
• Gross leads increased by more than 2.5X

Keyword visibility strengthened materially:

• Top 5 rankings increased by over 120%
• Top 10 rankings increased by over 75%
• Sustained upward movement across national and city-level transactional queries

Authority indicators improved:

• Backlinks increased by over 50%
• Referring domains increased by approximately 4%
• Domain authority increased by approximately 3.5%

AI visibility expanded significantly:

• AI keyword inclusion increased by over 60X

Scope Expansion

Following stabilisation and growth, Envigo’s role expanded to include continued authority development, deeper local optimisation, and ongoing AI visibility scaling.

The expansion reflected the need to maintain integration across national, local, and AI search environments rather than operate isolated initiatives.

Closing Reflection

Multi-location medical brands require search systems that integrate national authority, local precision, technical stability, and AI inclusion; performance compounds when these layers operate as one structure rather than separate efforts.