Healthcare Portal Gets a SEO Check-Up
Updated: Nov 2, 2021
Updated 11/2/21
For 40 years, Emerson Ecologics has been a vital link between integrative doctors and their patients and as part of their marketing strategy, Emerson had generated 600+ blog posts and online articles. Unfortunately, the content had never been optimized for search engines. Meanwhile, Emerson’s competitors were generating 6x more organic traffic - a clear sign Emerson had to rethink its approach.
Powering audience expansion through search-optimized content
I defined and executed a content marketing strategy for Emerson rooted in search engine optimization (SEO) best practices that would attract doctors and patients searching for information on health conditions. Over a 6-month period, I delivered:
A new headless content management system (CMS), Contentful, to streamline and scale content management and production
Content audit and migration to inform new content structures and consistent organizing principles
SEO content strategy anchored by cornerstone (“skyscraper”) content and supported with longform blog posts
Keyword strategy identifying keywords and content at the intersection of Emerson’s brand/expertise, search volume and the competitive landscape
New blog page layout to support enhanced user experience and search indexing (see before and after images below)
Results: 250% growth in organic traffic and 1000% growth in top 10 position keywords in less than a year
Contact me if you're ready to make your healthcare content work harder for your organization.