SEO Strategy: Pillar Page and Content Cluster Plan for Healthcare Entity

Increased search visibility by 66.81% with 57% of ranking keywords in spots 1-3 on the Google SERP

Challenge

I had the opportunity to come in and create a pillar page content strategy. Before that, Sales sent requests to write content, but that content didn’t have a real plan around it. Those blogs did not perform well, so our challenge was engineering blogs that would perform well.

Actions

Using research I compiled in Moz Pro and internal benchmark data on search visibility and ranking keywords, I created a pillar page and content cluster strategy that included targeted parent keywords of clinical trials, then long-tail keywords focused on transactional keywords and user questions.

Results

Before 2020, the blog section of the website only received a few hundred visits in a given year. Annually, ACM has received over 8,000 website visitors year-to-date, equating to outstanding organic growth. 

My strategic SEO approach has led to amazing strides in our blogs, targeting rankings for strategic keywords across ACM/DRUGSCAN/DSI, which has significantly contributed to our organic growth. 

• ACM’s Website - Search visibility increased by 66.81%, with 49 of 206 tracked keywords ranking in Google. 

  • Of these keywords, 28 or ~57% rank in spots 1-3 on the Search Engine Results Page. 

• ACM’s Blog - Our search visibility has increased by 15.36%, with 64 of 103 tracked keywords ranking in Google. 

  • Of these keywords, 27 or ~42% rank in spots 1-3 on the Search Engine Results Page.