Dashboard 3 — Aggregator SERP Dominance
Hub Report · Fellocraft Research · FY25–26
TOFU keyword AIO trigger rate
84%
Cardiology awareness queries — patients get AI answers, not hospital pages.
BOFU local pack rate
71%
Orthopaedics BOFU — Practo listings dominate local results.
Hospital branded traffic
42–81%
Most chains earn majority of traffic from own brand name searches.
Generic health content
Up to 85%
Medanta: 85% of rankings are generic health articles, not clinical.
Practo owns decision-stage patient discovery.
Hospital chains earn 42–81% of their organic traffic from searches containing their own brand name. The high-intent discovery queries — “best cardiologist near me,” “orthopedic doctor near me,” “neurologist near me” — are dominated by Practo. A patient deciding where to go for cardiac surgery is unlikely to find a hospital's website at the moment they search. They find Practo first.

Panel 1 — Branded vs non-branded traffic share

Top 500 organic keywords per brand show that high non-branded traffic does not necessarily mean procedure-intent capture. For several hospital chains, generic health content is carrying non-branded visibility rather than specialist or hospital-choice queries.

Branded traffic %
Non-branded traffic %
Fellocraft analysis of Semrush top 500 organic keywords per brand, March 2026. Branded = keywords containing brand name. Non-branded = all other keywords.

Panel 2 — AIO trigger rate heatmap by speciality and funnel stage

TOFU queries show the highest AI interception across all four specialities. BOFU queries remain exposed to both AI Overviews and local packs, creating a two-layer discovery problem for hospitals.

Speciality TOFU MOFU BOFU
Cardiology 84%AIO trigger 50%AIO trigger 59%AIO · 53% local pack
Orthopaedics 86%AIO trigger 20%AIO trigger 41%AIO · 71% local pack
Oncology 68%AIO trigger 33%AIO trigger 54%AIO · 42% local pack
Neurology 82%AIO trigger 20%AIO trigger 32%AIO · 56% local pack
High AIO interception
Local pack pressure
Lower AIO opportunity zone

Panel 3 — Highest-volume BOFU queries and who owns them

These are the most valuable near-decision queries in the dataset. In each case, the first click opportunity sits with an aggregator rather than a hospital brand.

Query Monthly volume Who ranks #1 Hospital position
physiotherapy near me 301,000 Practo wins No hospital in top 3
orthopedic doctor near me 246,000 Practo wins Apollo #4, Manipal #5
neurologist near me 110,000 Practo wins Apollo via listing
cardiologist near me 60,500 Practo wins No hospital in top 3
oncologist near me 6,600 Practo wins No hospital in top 3
These are the highest-intent queries in the patient journey, yet hospital brand websites are either absent, pushed below local listings, or surfaced indirectly through aggregator pages.

Panel 4 — Speciality SERP scorecard

Hospital SERP wins are concentrated in branded institutional terms and specific condition articles — not in the high-intent “best hospital for X” or “near me” queries where Practo dominates.

Speciality Hospital leader Traffic Key win
Cardiology Narayana Health 77,418 “narayana institute of cardiac” position 1
Orthopaedics Manipal 18,760 “ligament tear” position 1
Oncology Max Healthcare 84,141 “cervical cancer” position 1 (550K vol)
Neurology Apollo via neurologist “neurologist” position 1 (201K vol)
Sources: Fellocraft analysis of Semrush top 500 organic keywords per brand, March 2026 (11 brands). Semrush bulk keyword analysis of 189 procedure and speciality queries across 4 specialities, India database, April 2026. AIO and local pack presence based on Semrush SERP features data. SERP position data directional — actual positions vary by user location, device, and search history.