Pediatric Healthcare Client

The Challenge

Our client, a respected pediatric care center, had a website in need of TLC to help them solidify their industry positioning and increase patient appointment requests. With over 1,500 pages across 15+ service lines, many of these pages were not created with search potential in mind and had not been updated in years. Several pages were also missing key unique value propositions (UVPs) – and an opportunity for our client to set themselves apart from competitors.

The Strategy

To improve SERP visibility to our client’s content related to programs, conditions and treatments, we diagnosed a course of nine Search Landscape Analyses for priority clinical service lines. Our Analytics & Insights team used big data technology to create a streamlined dashboard with search volume and ranking data. This gave our SEO team a holistic, big-picture view of topics that offered the most search potential, weighing them against high-priority pages targeted for optimization or net-new creation. 

Beyond leveraging analyses to determine what content needed to be created or optimized, we took a closer look at how this content should be structured. This strategy involved evaluating SERP features that could be triggered, as well as relevant UVPs, calls to action (CTAs), visuals and factors to distinguish our client as a premier choice for pediatric care.

The Results

Our strategic efforts resulted in optimization for 300+ existing pages and the creation of 200+ new pages, positioning our client as a knowledgeable leader in pediatric healthcare. This strategy prompted a 46% growth in organic traffic YoY to SEO-optimized clinical pages vs. ~7% YoY to non-optimized pages over the same period. 

We also saw a notable 16.14% uptick in YoY patient appointment requests on optimized pages vs a 3.61% increase on non-optimized clinical pages. From a visibility standpoint, this strategy earned our client a 20.64% increase in Page One keywords for newly-optimized pages YoY.