Case study · OHS consulting · Bogotá
2,665 keywords analyzed to define the service pages Study of Sep 28, 2026 · Ubersuggest
2,665 keywords analyzed to decide 15 occupational health and safety service pages, with verified regulations and WhatsApp clicks tracked in GA4.
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Starting point
MR Soluciones Integrales advises companies in Bogotá on occupational health and safety management (SG-SST in Colombia): system implementation and audits, psychosocial risk, emergency plans, road safety plans (PESV), committees, document management and monthly support. Its sales portfolio has 19 service sections. The site launched on August 21, 2026 on a new domain with no Google history; that month GA4 recorded 29 sessions, 28 of them direct. The question was which pages to build so a company looking to comply with the regulations would find MR.
The MR Soluciones Integrales keyword study, dated September 28, 2026, found 2,054 company keywords, with about 499,640 searches a month (Ubersuggest estimate), among the 2,665 analyzed. Julián Franco collected searches for 59 seed terms across MR's five service groups, plus 21 exact commercial keywords, using Ubersuggest for Google Colombia. After merging variants with and without accents, 2,665 unique keywords remained, and each one was classified by audience, funnel stage, intent and target URL.
| Who is searching | Keywords | Searches a month | Decision |
|---|---|---|---|
| Companies (target audience) | 2,054 | 499,640 | Worked on |
| Training and jobs (students and safety professionals) | 335 | 59,140 | Discarded unless MR offers open training |
| Brands and portals (insurers, clinics) | 193 | 121,900 | Discarded: they want a specific brand, not a provider |
| Buying protective equipment | 72 | 7,660 | Discarded: MR doesn't sell it |
Source: MR Soluciones Integrales keyword study, September 28, 2026. Volumes: Ubersuggest estimate for Colombia; 11 more keywords were off-topic.
The study showed where demand sits: decision-stage (BOFU) searches are 38 keywords and 5,910 searches a month, 1.2% of the total. The volume is in the middle stage: 567 keywords and 97,730 searches a month from companies that already know they need an emergency plan, a road safety plan (PESV) or a psychosocial risk assessment and are looking for how to do it. The service pages were written for that search.
MR Soluciones Integrales publishes 15 occupational health and safety service pages, one per need, and none per city. In the study, "asesoria sg sst bogota", "consultoria sst bogota" and "implementacion sg sst bogota" (SG-SST consulting and implementation in Bogotá) have 0 searches a month in Ubersuggest's estimate. Google localizes the result even when the user doesn't type the city, so the site didn't create city pages: the local signal is left to Google Business Profile. The architecture was organized by service:
Three high-volume searches didn't have a single consultancy service page in Google's top 10: emergency plan (4,400 a month), PESV (4,400 and 2,900 across its two variants) and SG-SST implementation. They were held by PDFs from public agencies, university theses and Scribd documents. Each new service page took the content that used to live on its parent page, and the parent became a summary with a link, so two URLs don't compete for the same keyword.
The MR Soluciones Integrales site cited Resolución 2346 of 2007 as current, although it has been repealed. Every service page was written against verified regulations, and while preparing the epidemiological surveillance page the review found that Resolución 1843 of 2025 from Colombia's Ministry of Labor, issued in April and published in the Diario Oficial on May 6, 2025, repeals Resoluciones 2346 of 2007, 1918 of 2009, 1075 of 1992 and 4050 of 1994 (article 36; summary of the regulation, in Spanish, at Cerlatam).
| What the site said (Res. 2346 of 2007) | What Resolución 1843 of 2025 says |
|---|---|
| Pre-employment, periodic, exit, post-sick-leave or reinstatement exams, and exams for a change of role | Pre-employment; periodic (scheduled or for a change of role); exit; post-sick-leave; return to work; follow-up or monitoring (article 8) |
Resolución 2346 appeared as current in seven places on the site, including two FAQs, the psychosocial risk assessment page and the data privacy policy. It was corrected everywhere before the new pages went live.
MR Soluciones Integrales recorded 16 WhatsApp clicks in GA4 between September and October 23, 2026. The button was fixed on September 13 and every click is recorded as an event. That separates what paid ads bring in from what organic Google brings in.
| Month (2026) | Sessions | Paid search | Organic search | WhatsApp clicks |
|---|---|---|---|---|
| August | 29 | 1 | 0 | 0 |
| September | 538 | 443 | 1 | 6 |
| October (1 to 23) | 176 | 79 | 12 | 10 |
Source: GA4 for mrsolucionesintegrales.co, retrieved October 24, 2026.
Timeline
Initial site with optimized images, JavaScript replaced by CSS and Google tags to measure from the next day
First keyword research and service URL architecture (Sep 7), and a redesign of the corporate page with SEO (Sep 8)
TOFU, MOFU and BOFU funnel, Google Colombia's top 10 for 10 keywords, 18 tactics from international benchmarks, and pages for emergency plans, PESV, psychosocial risk assessment, hazard matrix, COPASST, accident investigation, training, epidemiological surveillance, inspections and legal compliance matrix
Editorial redesign of the industries, PDCA methodology and plans pages, and the leadership team on the home page (Oct 8)
The result
From the August 21 launch to October 21, 2026 Search Console recorded 871 impressions and 9 clicks, at an average position of 8.2. GA4 counted 16 WhatsApp clicks between September and October 23. Most of September’s 538 sessions came from Google Ads (443); organic sessions went from 1 in September to 12 in the first 23 days of October. The new service pages went live on September 28, so the full organic reading comes at 90 days, in late December 2026.
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