Problem
A healthcare client of ours faced a significant challenge in increasing its online visibility and attracting more potential clients through organic search. The primary issues included low organic traffic, minimal engagement on key web pages, and limited conversions (calls and form submissions). The site’s performance metrics showed a need for substantial improvement in search engine rankings, page engagement, and overall organic reach.
Solution
To address these challenges, we implemented a comprehensive WordPress SEO strategy focused on the following key areas:
Content Optimization: Improved existing content and created new content targeting specific keywords related to the client’s core offerings.
Technical SEO Enhancements: Conducted a thorough technical audit to fix on-site issues such as page speed, mobile optimization, and crawl errors. Enhanced meta tags, alt texts, and structured data to ensure better search engine indexing and improved search rankings.
Link Building and Local SEO: Developed a link-building strategy to acquire high-quality backlinks from authoritative sites, including local citations and niche-specific websites, which increased domain authority. Additionally, optimized the Google Business Profile to improve local search visibility, resulting in a notable increase in website clicks and calls from local searchers.
User Engagement Optimization: Focused on improving user engagement metrics by optimizing page layouts, improving load times, and ensuring that crucial information (like contact details and forms) was easily accessible to users. Introduced call-to-action elements on high-traffic pages to boost conversions.
Outcome
The implemented SEO strategies resulted in significant improvements across various metrics over the quarter from April to June 2024:
Keyword Ranking Growth: There was a 208% increase in keyword ranking positions, with significant growth in targeted local and niche keywords, directly contributing to increased traffic and conversions.
Increased Organic Traffic: The site experienced a 923% increase in Google Search impressions (32,214 impressions) and a 327% increase in clicks (872 clicks), demonstrating heightened visibility and user interest.
Improved Engagement Metrics: The average session duration increased by 157%, indicating that visitors were spending more time engaging with the content. The bounce rate decreased by 3%, and pages per session improved by 11%, reflecting higher-quality traffic and more user engagement.
Enhanced Conversion Rates: Organic search-driven calls rose by 276%, and form submissions showed a 15% increase. This indicates a stronger ability to convert site visitors into potential leads or clients.
Conclusion
Overall, the combination of technical SEO improvements, strategic content optimization, and effective link-building efforts led to a substantial boost in organic performance, helping Insight Northwest Recovery achieve its goal of expanding its digital footprint and increasing client acquisition through organic search.
