Healthcare Publishing Client

Drive Qualified SEO Traffic

How We Help

Although our healthcare client was publishing top-quality content, the speed and rigor of their editorial process didn’t allow for SEO optimization of their articles. Their progress was slow but steady over the course of their first year of the new site. We believed there was potential for increased rate of growth SEO traffic if we could apply optimization strategies to content. In order to accomplish this we teamed up with the marketing group and got permission to create a different track for creating “SEO content” which would be carefully selected, high-quality articles focused on driving traffic.

TC Success performed keyword research and identified opportunities to create targeted SEO content, focusing on volume, relevance, ranking gap with the current site, competition, and as candidates for featured snippets. After working with the SEO Editorial and Marketing teams, 13 high-volume, relevant “focus keywords,” and their “related keywords” were selected to target by creating SEO-optimized content.

Over the course of nine months we published thirteen articles between 1,000 and 2,000 words.

The Challenge

Since our STM client was top in their field, we had to ensure a high-quality process of research, subject matter expertise, and editorial rigor. We also faced competition from well-known publishers and organizations who had well-established content ranking in top positions.

We believed that obtaining featured snippets and answering questions was the best way to obtain the most qualified traffic while having a positive impact on traffic in the shortest amount of time so we set our sites on meeting that goal.

Competition in this field was from well-known publishers and organizations including Wikipedia, nih and other .org, .gov and .edu websites.

The Solution

Capturing Queries

We focused on capturing queries where the intent of the searcher was to answer a question, and created content that would best answer it where possible.

Keyword Research

We performed detailed research for each target keyword including related keywords and created a detailed and structured outline for each article. The structured outlines had sub-heads focused on target keywords and related topics to get the widest possible exposure.

Best Practices

We followed best practices for providing content that would work to achieve featured snippets including correctly structured paragraph snippets, numbered lists, bulleted lists and tables.

Content

We thoroughly researched the subject matter, sourced SMEs, created outlines and engaged writers with knowledge and expertise to write engaging and thoughtful articles on the topics.

Original Images

We designed original images to accompany the articles and fully optimized them to help obtain visibility in featured snippets which often showed graphics.

The Result

TC Success tracked the performance of the 13 focus keywords and 36 related keywords that were also targeted. This analysis shows results from the first month the first article launched for the following two years.

Growth in Traffic: Over a two year period the “SEO content” articles generated 434,280 visits representing 26% of all traffic to the site. The overall health and growth of the organic search visits during this time increased at a nice pace.

Conversions: During the same period visitors performed 694 conversions representing 10% of all conversions on the site.

Impressions: During the first year the “SEO content” articles started launching, impressions on Google jumped to over 1 million per month. At the start of the second year they exceeded 2 million per month. These articles generated a long-tail of keywords ensuring that the brand’s awareness grew exponentially.

Average Position on the SERP: The graph below shows the average position of the 49 keywords. During the time period measured, the average position improved from 68.61 to 5.1, an 93% positive change.

Visibility: The following chart shows the difference in visibility for the 49 targeted keywords for the client (first two rows) over the top 9 competitors for those keywords in the same period.

Rankings: During the last month where rankings were individually reported the 49 keywords had the following ranking:

Featured Snippets: Although the SERPs change daily 85% of the 49 keywords achieved featured snippets often as well as performing well in answer boxes and image searches.

Overall the campaign was deemed as successful in helping to increase traffic on targeted keywords.

Here is What Our Clients Have to Say

“TC Success has provided us with the insight we needed to organize our strategic goals around real data about our users. Uncovering new trends in engagement and usage will be key to growing our digital business going forward.”

Matt Heron

Director Product Development, JAMA

“Our experience with TC Success has been outstanding. Kathryn works very hard to ensure all of her project output is of the highest quality and something her brand can be proud of. She has great vision coupled with a disciplined approach to achieving success. I particularly appreciate their strategic approach to tackling the marketing objectives and the organization they bring to execution of the strategy. They will go the extra mile to ensure the work is completed on time, on budget, and to our ultimate satisfaction.”

Michelle Hache

Director, Strategic Business Analysis and Planning, NEJM Group

“After about a year trying to manage social media by ourselves for our brand we contacted Kathryn and her team at TC Success for some help….best decision we ever made! Kathryn and her team at TC Success are very experienced, smart, talented, resourceful and were super enthusiastic about growing our brand together. They worked with us to simplify and better target our social media spend – saving us thousands of dollars. We kicked off our project by discussing our budget right away. We worked together with the team at TC success to prioritize and how they would help us manage our spend better – all within that budget. Everything we needed a website update, a product video, better product photos, tracking tags you name they did it. After about a month of development, we were ready to go….TC Success created new assets like lifestyle photos to use in our communications, website updates and social media groupings to target. TC Success then went to work on the social marketing strategy we created, updating us along the way……allowing me and my team to fully focus on the operations of my company during our busiest seaon – picking and packing orders etc. Our promo season was very successful – our social spend was within budget and our sales went up significantly during this time. We also learned a lot, what worked and what didn’t work, how to better take market share from our competitors, identify what additional assets we need to build an even better strategy going forward. Very exciting to be working with Kathryn and her team at TC Success!”

Patrick Conway

President, Talia Discbound & Mintra USA

“Kathryn is the best digital marketing project manager I’ve ever worked with. She’s able to juggle design revisions, copywriting revisions and tech specs with here eyes closed (while staying sane).”

Nate Write

B2B Strategist

“TC Success has helped us think strategically about our digital marketing programs and platform. In a series of baseline reports that covered traffic and audience profiles and broadly analyzed and assessed our existing marketing systems, we have gained invaluable perspective that have us moving forward with confidence. TC Success consulting combines deep experience with full engagement such that each report we received from them was not only incredibly thorough, but also offered the insight and ideas that are helping us to create a complete marketing system.”

John Stephenson

CEO, The Answer Page

“TC Success describes them well! They brought my consulting business into the digital word with a web site, newsletter and easy to use mailing program. Even more importantly, they walked me through the process in a helpful, organized manner. And they were fun to work with! I would recommend TC Success to get your organization on the fast track.”

Merrily Evdokimoff, PhD, RN

Owner, M&J Home Health Associates

Let Us Help You Research And Target Keywords That Will Drive Qualified Traffic To Your Site.

Start a Conversation