SEO – Webpage Content Development
Extensive research was conducted during the content strategy development. The topic of autoimmune testing is a Your Money Your Life (YMYL) topic. Search engines are extremely strict about the source and quality of content they return for these search queries because it can gravely affect the user’s health and safety.
Through keyword analysis a number of keywords were identified that enable Exagen to position their products in front of mid to lower-funnel prospects. Additional research enabled us to determine the key content types required to improve our SEO. Content was developed to be used as webpages and downloadable assets
Goal
Primary goal is to generate high value organic web traffic of those who suspect they have lupus and are seeking a diagnosis of their symptoms.
Secondary goal is to have a presence on the SERP when healthcare providers and investors are searching for anything regarding lupus diagnosis.
Source: Google Ads keyword tool.
Approach
In early 2022 we began a new focus on technical seo and preliminary content development to test whether search engines would allow AVISE content to rank well for high value search queries.
Within a month of publication (May) AVISE began to see greatly improved rankings. A cost-benefit analysis determined that additional investment would benefit revenue. In September, we published seven new webpages that targeted specific search queries.
In the three charts you will see the ranking changes (orange line) for three valuable search terms.
Search query: Lupus symptoms in men.
At the time of writing it ranks in positon #1 on Google.
Search query: Lupus symptoms in women.
Note that the March 15 Google core update affected the number of impressions this page earns. New content and technical SEO plans are in development to address.
Search query: Lupus test.
Source: Google Search Console
Results
Greatly improved search engine rankings were achieved after publication. 5 of the 7 new pages rank in the top 10 landing pages of the site.
The pages produce a very high amount of new users who otherwise might not have become aware of the AVISE brand of autoimmune tests.
Source: Google Analytics
The new content enables us to rank for 1000’s of new generic (not brand related) search queries, greatly improving organic reach and increasing traffic.
Source: Google Search Console
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