Organic Search Case Study for a Health Insurance Provider

We began by creating a series of content calendars and content briefs for their existing pages which the client’s team would then use to refresh the pages. We then utilized various AI tools to assist in the creation of a content gap analysis; the goal here was to identify relevant topic clusters that the client had zero visibility in. We identified over 3,000 keyword opportunities that they were not ranking for which had a monthly search opportunity of over 250,000 monthly searches. We analyzed competitor sites as well to see what type of content we could create and improve upon in order to outrank competitors top traffic driving pages. We then created a number of new child pages to help support the primary service parent pages on the site.

We then helped rebuild their main navigation as it was not friendly for search engine bots. We made sure the new navigation contained html hyperlinks in the source code (known as “a href” links) that Google could access, while still utilizing their modern JavaScript framework that enables a fast user-experience on mobile and desktop devices. We then helped clean up thousands of pages of old legacy content by providing redirect rules as well as manual one-to-one redirect recommendations. This eliminated thousands of 404 errors while also eliminating old content that was hurting the overall quality of the site’s index.