Mental Health Provider Uses Informational Content to Boost Monthly Average Traffic to 10,000+ Visitors in Only 8 Months

Mental Health Provider Uses Informational Content to Boost Monthly Average Traffic to 10,000+ Visitors in Only 8 Months

A mental healthcare provider wanted to redesign their website in light of introducing telehealth services & expanding their business to a new location. One of their biggest marketing channels was their Map Pack presence from their Google Business Profile.

They were curious to know if investing more into optimizing their website’s SEO and content marketing efforts together with the redesign could help increase their exposure on search even more, as well as if their website alone could start generating qualified patient leads.

The provider reached out to Fire&Spark for assistance with managing the redesign, as well as crafting new, informational content to drive more meaningful traffic to their website.

Solution

After providing SEO-optimized landing page briefs for all key pages in light of the site redesign, we proceeded with updating their existing content:

• We updated the metadata for several pages across the site to target the right keywords while also increasing the click-through potential.
• We also refreshed existing blog articles to ensure they were targeting conversion-intent keywords and providing the right information.

Fire&Spark then shifted focus to researching opportunities for creating new content that would result in more site visitors. The three types of content we looked into were:

• FAQs – targeting queries asked by qualified patient leads
• Glossary entries – to increase the informational & educational potential of the website
• Long-form blog articles – to improve the website’s positioning as an authoritative resource on Google.

We worked with the provider’s internal subject matter experts to craft informative content likely to be trusted by both Google and users alike.

Methodology

Fire&Spark developed an informational SEO content strategy focused on publishing well-written content to increase the client’s topical relevance in the mental healthcare space.

We worked with the provider’s team to identify content pillars they wanted to go after based on their existing patients’ frequently asked questions and concerns in order to reach new qualified patient leads online. We then researched keywords and content opportunities around the client’s services, mental health conditions treated at the client’s facility, and prescription medications, bearing the client’s input about content direction in mind.

While our primary focus was on making the content more useful for the provider’s website visitors, we also formatted the content in a way that targeted Featured Snippets.

The mental healthcare space is incredibly difficult to rank in because Google’s algorithm is especially weary of promoting anything outdated or incorrect to searchers. In order to combat this challenge and outrank big competitors in the space along the likes of WebMD or Healthline, Fire&Spark needed to create content that was even more trustworthy and helpful than the content that already exists online. We focused the content creation around:

1. Closing the information gap that existed on current ranking content
2. Creating author bios that showcased the provider’s team expertise
3. Using only trusted resources and making sure all claims made within the content are backed up by science.

As a result of these efforts, the provider began ranking for a number of high-value keywords and driving more organic traffic to their patient sign-up landing pages.

Summary of Content Tactics Used:

• Optimizing content for Google’s E-E-A-T ranking guidelines
• Targeted keyword research
• Updating existing site content
• Informational content creation