Healthcare Insurance Discoverability Strategy
Challenge: A healthcare provider faced declining discoverability as consumer behavior shifted from employer-provided to consumer-choice insurance selection. Despite brand strength, they ranked 20+ in regional search for critical insurance-related keywords.
Solution: Created comprehensive content journeys supporting, guiding, and answering consumer questions at each decision stage. Developed on-site and off-site content strategies matching search journeys. Created guidelines ensuring offsite content and PR laddered to onsite SEO strategies and business goals. Defined reporting and analysis framework for modern SEO landscape.
Results:
Increased from 20+ ranking (second page) to top 3 in regional healthcare search
15% increase in insurance sign-ups
Improved visibility during critical open enrollment periods
Established thought leadership in healthcare decision-making content
