23% increase in Demos for a MedTech Company
Case Study
Overview
This client is a well known SaaS company in the healthcare space.
After creating 1,000s of low-quality content and not seeing any movement from traffic, I was brought in as an individual SEO consultant to help fix their strategy.
After working with them for only 6 months, I was able to help increase their demos from organic by 23% and add an additional 100,000 in search traffic.
23%
Increase in Demos
100,000
In Additional Traffic
50+
Page 1 Rankings
The Problem
After partnering with a well-known marketing agency to handle their SEO, this company was not seeing any results from SEO despite publishing weekly new content.
In fact, their current SEO agency wasn’t doing any proper SEO.
All they were doing was pumping out content with research or optimizing it.
On top of that, they were also dealing with:
- Large quantities of unindexed pages: This was likely due to all the low-quality content that was being published
- They had 0 optimizations for their product pages: Since they were such a well-known company, they could’ve even been receiving branded traffic for their product pages.
- Plenty of outdated content: My least favorite part is that they were constantly creating date-specific content without ever updating the older content they’ve created. So they would create an article for “best __ software of 2022” and then a separate one for 2023.
Despite 100s of articles being created, only a few ranked without driving actual results.
Not to mention, their content was all targeting similar keywords, so it led to site-wide cannibalization.
The Solution
After months of not seeing results and their marketing company telling them they needed another 3-6 months, they decided to reach out.
We first started with an audit that looked at the full range of their website. This included a content audit that looked for quick wins, underperforming content, dead content, and keywords with commercial intent.
After the audit was put together, they brought me on to execute it.
First, we started with attacking their bottom-of-the-funnel keywords, going after terms like:
- Healthcare Learning Management Software
- Best Credentialing Software
- *Well-Known Competitor* Alternatives
After this, we updated, merged, and deleted their old agencies’ content. Then, we moved to update their underperforming content by rewriting it so it was unique from other articles and relevant to the keyword.
Lastly, we went after their quick wins, pages ranking in positions 4-20. These pages only needed a brief update to see significant results.
The Result
Even though we only spent time updating old content, we were able to see some nice results in a 6 month time period:
- Earned an additional 100,000+ in monthly search traffic
- 23% increase in demo requests
No new content was needed either; this was accomplished just by leveraging their existing content profile.
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