Year-over-year increase in organic traffic by 55.96% and increase in demo requests from organic traffic by 16.60%
Relatient is a leading patient engagement platform, helping hospitals, health systems, and medical offices reach their patients at every point of the patient journey with mobile-first solutions like appointment reminders, patient self-scheduling, digital registration and patient intake, patient surveys, health campaigns, and digital billing. Relatient has over 100 employees and is based in Franklin, TN, USA.
Relatient wanted to use their website to generate more sales qualified leads. Our strategy was to increase the organic traffic to the site by targeting bottom-of-the-funnel keywords to bring more leads that are ready to buy while targeting the top-of-the-funnel keywords to increase brand awareness.
We created a detailed content strategy to target keywords based on the customer journey and built high-quality, relevant inbound links to boost the site’s authority. This strategy increased organic traffic to the site by 55.96% and increased demo requests from organic traffic by 16.60% year-over-year for the year ending 24th Oct 2020.
There were several challenges in this project. We wanted to increase the overall organic traffic to the site but we also wanted to make sure that the increase in traffic would directly result in more good sales qualified leads. We needed to find the right blend between targeting the bottom-of-the-funnel keywords that bring in leads that are ready to convert and top-of-the-funnel keywords that create brand awareness.
Another challenge was consistently finding authoritative and relevant sites and pitching them angles they could use to write articles on relevant topics using Relatient as a reference to drive up the authority of the Relatient website.
After monitoring the keywords that bring leads to the site from organic and paid search marketing, we determined that most of the good leads were coming from ‘appointment reminders’ and related keywords. So these keywords were the major focus for the bottom of the funnel traffic.
We made sure that there were SEO optimized pages dedicated to these bottom-of-the-funnel keywords. Then we increased these pages’ authority by targeting them with high quality, relevant, and powerful links.
For brand awareness and top-of-the-funnel traffic, we came up with a list of keywords to target based on the customer journey. We prioritized the keywords based on criteria such as volume and business impact. To target these keywords, we created detailed content outlines that Relatient used to create new content pages.
Results and Future Plans
Based on our content strategy Relatient created new content that targeted prospects at different points of the customer journey. This new content helped Relatient to rank number one for keywords such as ‘virtual waiting room’, ‘eregistration’, ‘patient no shows’, and many more.
Based on our outreach to other relevant, authoritative sites, the number of sites linking to the Relation site went from 83 to 283 (340.96%) for the year ending 30th Oct 2020. This increase in other sites pointing to the Relatient site increased the domain authority of the site.
The year-over-year growth in new visitors through organic traffic increased by 55.96% for the year ending 24th Oct 2020. The year-over-year growth in requests for new demos from visitors through organic traffic increased by 16.60% for the year ending 24th Oct 2020.
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