In the ever-evolving world of SEO, staying ahead of the curve is paramount. When Google rolled out its “helpful content update” in September 2022, many sites faced a decline in organic traffic.
Among them was one of our clients, a well-established brand in the healthcare industry, that saw a sudden decline in organic traffic due to the algorithm change.
Our strategy
We commenced the healthcare SEO project in January 2023, focusing on the core understandings from the “helpful content update.” Clearly, it aimed to reward content that provided a satisfying user experience, focusing on people-first content.
With an understanding of ‘why content is important for healthcare industry’, we embarked on a journey to transform our client’s content strategy. Here’s what we did:
- Layered the existing content to ensure that it was sufficiently informational and the intended audience did not need to look for additional sources of knowledge.
- Enriched the content with audience queries to make it more valuable to the readers.
- Created fresh content that was primarily made for humans rather than the search engines.
- Added more healthcare expert opinions to make the content more authoritative and strengthen EEAT(Experience, Expertise, Authoritativeness, and Trustworthiness).
- Implemented technical SEO for healthcare with on-page optimisation for important pages (again, keeping it relevant to intent and not just search engines)
Results
- The site’s impressions per month increased by a staggering 241%.
- The clicks soared by 310%.
- The website started ranking for all variations of the targeted primary keywords.
- Various relevant keywords started ranking on the first page of search results and also won featured snippet spots in a hyper-competitive industry.
The Google helpful content update does not invalidate SEO best practices; it emphasizes the importance of creating content that resonates with human needs.
For our client, we managed to turn a challenge into an opportunity by reevaluating their existing content and aligning it with the audience’s needs. The results were not just recovery but exponential growth.
SEO is a constant execution of tweaks, updates and making changes until important keywords rank highly. Nothing is set in stone and the changes need to be tracked and managed constantly.
Every time Google updates its algorithm, keyword rankings fluctuate, and these need to be sorted out quickly.
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