Case Study Childrens Healthcare
Search Performance Turnaround for a Reputable Healthcare Education Website
By completing an SEO audit, providing prioritized focus areas for SEO evolution, and recommendations for a more SEO-friendly way of licensing content, Adept helped the client team begin the road to SEO recovery. Following the audit, Adept has worked with internal teams to implement recommendations. Within the first 3 months of SEO implementation, the site had recovered 4.9MM organic clicks (a 22% increase period-over-period).
The key focus areas identified in the audit were addressing content duplication, improving website authority, enhancing visibility in relevant (in-reach) SERPs, and reinforcing the technical foundation. With these focus areas, Adept and the internal team set out to future-proof the SEO strategy for the primary content-hub website– reversing the negative trend and mitigating impacts from future algorithm updates.
Addressing the duplicate content concerns also meant reimagining the system for licensing content to other websites. In many cases, these other websites were earning organic traffic from content that originated on the content-hub—SEO-so related changes on the content-hub had the potential to also impact these licensee partners.
In addition to support for the other SEO focus areas, Adept developed a series of options for managing licensed content—which required some creative and thoughtful departures from the standard SEO best practices. Each option was plotted with expected impact to licensees vs the expected impact to the content-hub. This allowed the client stakeholders to have informed discussions on the best way to proceed.