Seo
CONTENT MARKETING
Romsons is a well-established medical device manufacturer with more than 70 years in business.
Founded in 1952 with a mission to replace reusable medical equipment and improve patient safety, Romsons has spent seven decades building one of India’s most trusted names in disposable medical and surgical devices. ISO and CE certified, with manufacturing facilities that meet international standards, the company exports to over 70 countries and distributes across India through one of the most extensive healthcare networks in the country.
Their product range spans the full spectrum of care, from hospital consumables (IV cannulas, catheters, urine bags, nebulizers) to home healthcare essentials (adult diapers under the Dignity brand, baby care products, women’s care, orthopaedic supports, blood pressure monitors). If a hospital or home needs a disposable healthcare product, there’s a reasonable chance Romsons makes it.
The brand came to Justwords in 2023 with a specific goal: make that depth of product and heritage visible on Google.
Healthcare SEO operates under constraints that most other categories don’t face. The keywords that matter, such as “adult diapers,” “nebulizer,” “catheter,” and “blood pressure monitor”, are broad and high-volume. That means they are contested by competitors with significantly larger digital footprints like Amazon, Flipkart, Healthkart, Tata 1mg, and other digital-first, established medical device brands who have been investing in SEO for years.
When Justwords started, Romsons had zero page 1 rankings for its target keywords. None. For a brand with 70 years of product trust and a catalogue of hundreds of SKUs, the digital visibility simply didn’t match the offline reputation.
The added complexity: this wasn’t a pure content or awareness play. Romsons’ website is an e-commerce platform. Rankings had to translate into sessions, sessions into product views, product views into checkouts, and checkouts into revenue. Every SEO decision had to be evaluated not just against ranking potential but against purchase intent and conversion likelihood.
Decision 1: Start with what’s already moving.
Rather than targeting the hardest keywords first and waiting 12 months for results, we mapped all existing keyword appearances – terms Romsons was already showing up for in Google results, but on page 2, 3, or further back. These “low-hanging fruit” keywords had something valuable: Google had already decided Romsons was relevant for them. We just needed to push them over the page 1 threshold.
This approach produces visible ranking movement within months rather than years, which matters both for client confidence and for the compounding effect of early traffic gains feeding authority signals back into the domain.
Decision 2: Match keywords to the right product pages.
Decision 3: Fix the pages before building links.
On-page SEO issues on existing product and collection pages were addressed systematically (title tags, meta descriptions, header structure, keyword placement, internal linking) before any off-page authority building began. A page with structural SEO problems will not hold rankings even if it earns backlinks. Foundation first.
Decision 4: Build a blog plan that serves the category, not just the brand.
Romsons’ product categories (adult incontinence, catheters, nebulizers, maternity care, baby care) sit in categories where people search for information before they search for products. A caregiver looking after a bedridden parent doesn’t search for “Dignity adult diapers” first. They search for “how to manage incontinence at home” or “best adult diapers for bedridden patients.” We planned and published blogs that intercepted these informational searches, built category authority, and created natural pathways to product pages.
The blog programme became a long-term asset. Each article builds topical authority, earns backlinks organically, and continues driving traffic long after publication.
Decision 5: Strengthen brand visibility in SERP.
Brand keywords (searches for “Romsons,” “Romsons adult diapers,” “Dignity diapers”) were treated as seriously as non-brand keywords. A consumer who searches for the brand by name and finds a cluttered, weak SERP result loses confidence. We worked to ensure Romsons’ brand presence in Google results reflected the credibility the brand had spent 70 years building.
Decision 6: Drive AI & LLM Visibility.
As the search landscape shifts toward AI Overviews and ChatGPT like LLM-driven responses, Justwords is developing a strategy for Romsons to appear in AI-generated answers. This is the next frontier for healthcare brands that want to be the source that AI cites.
From April 2023 to May 2026, this is what the results of consistent content-led SEO efforts look like:
Healthcare SEO is not like retail SEO or B2B SEO. The stakes around content accuracy are higher, the competition from aggregators and marketplaces is fiercer, and the path from search to purchase is longer and more deliberate. A caregiver searching for an adult diaper solution has done significant research before they buy. They have read. They have compared. They have looked for a brand they can trust.
The blog programme Justwords built for Romsons works precisely because it intercepts that research phase with genuinely useful information that positions Romsons as the authoritative voice in each product category. By the time a reader reaches a product page, they have already built trust with the brand.
As AI-powered search reshapes how consumers find healthcare information, SEO work done over three years (blog authority, topical depth, and brand signals) is the foundation that makes that next step possible.
For a company that has spent 70 years earning trust in hospitals and pharmacies, that’s exactly how digital should work.
Medical devices, pharma, or healthcare D2C are categories where E-E-A-T and YMYL matter, where content quality is scrutinised differently, and where ranking on page 1 takes longer but compounds harder once you are there. If your brand has the credentials and the product quality, but the search visibility doesn’t reflect it, that’s a fixable problem.
Page 1 rankings & organic traffic galore for an ecommerce startup: How we pulled it off
Helping Praxis boost traffic and leads: A classic SEO and content marketing success story
How we created content that would make insurance more understandable