In the competitive world of health tech startups, organic search visibility is often the unsung hero of growth. When a cutting-edge health brand, using continuous glucose monitoring (CGM) data and AI-driven apps, faced the challenge of building brand authority, they turned to Momentic. The results:
Founded in 2018, the company knew they needed to grow their organic search visibility but lacked the in-house expertise. Momentic's strategic approach, focusing on authoritative, high-quality content and robust SEO techniques achieved 150%+ ROI. This case study explores the smart strategies and meticulous implementation that turned a young company's challenge into a triumphant success story.
The heath brand knew that content wasn't getting indexed and that legacy issues carried over from re-platforming the website. They knew they needed expert help. Their challenges were multifaceted:
The goals were clear: increase organic traffic to the website and increase the number of leads from organic search to enter the product's funnel.
The search for the right partner led the brand to Momentic; discovered through a referral and vetted alongside other SEO agencies. What set Momentic apart was the in-depth proposal and analysis of the site's SEO health, a competitive analysis, a strategic plan to increase traffic and leads, and a mathematical formula to quantify success.
Our scope of work was extensive. Among other things, it included:
We started by understanding how the target audience searched for information related to their product and issues behind the things that their product solves.
High level view of our approach:
Our first step was to clean up remnants of a past website migration from Wordpress (including some hacked URLs!). Content on the website was struggling to get crawled and indexed. After one month of tedious technical clean up, we were able to achieve:
Our next step was to conduct competitive, audience, and topic research to understand the language that the healthcare brand's potential customers were using to search for information related to weight loss, blood sugar, and metabolic health.
This involved both qualitative and quantitative research. For qualitative research, we talked to the healthcare brand's team, various doctors and dietitians in the United States, and analyzed thousands of health and weight loss threads and forums at scale to get a better understanding of the challenges the target audience was facing; and the questions they were asking.
We also conducted extensive ongoing quantitative research to understand the search opportunity and potential traffic from keywords and topics, using a variety of tools, including Ahrefs, Semrush, Surfer SEO, Google Trends, and some proprietary forecasting tools.
This research helped us to identify a number of key themes and questions that we could target with our content strategy.
In the highly competitive health publishing sector, establishing Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) is very important. We knew that to compete with giants like Healthline and WebMD, we needed to meticulously execute an E-E-A-T strategy to flank the industry leaders in topic clusters they couldn't dedicate resources to. Here's how we set the stage:
Each of these steps was carefully chosen to build E-E-A-T signals for this specific case, not just as a compliance checklist but more as a comprehensive strategy to make the healthcare brand an authoritative voice in the health tech space.
In a field as dynamic and complex as health tech, the content strategy needed to be both agile and robust. Our approach was twofold:
By using a topic clustering model and publishing daily for 6 months, we built authority and created deliberate user journeys, creating a content strategy that was both scalable and responsive to the healthcare brand's unique challenges and goals.
With the content strategy in place, it was time to start creating content. Our team of credentialed medical, nutrition, and science writers (and reviewers) worked from our highly detailed content briefs to produce a range of high-quality, targeted content that answered the questions the healthcare brand's potential customers were asking and typing into search engines.
In nine months, we created more than 200 net new pieces of A+ content.
To ensure that this content was as helpful and authoritative as possible, we made sure to create unbiased and scientifically-backed informative content—written by subject matter experts—in easy-to-read formats.
Once the content was created, we optimized it for the web using a combination of on-page SEO techniques. This included optimizing the title tags, meta descriptions, and header tags to ensure that they were both keyword-rich and user-friendly.
We also added internal links to-and-from other relevant pieces of content on the healthcare brand's website, as well as external links (in APA format) to high-quality sources.
The success of our strategy was evident in the numbers: a 80X increase in non-branded organic search impressions (visibility) in 12 months, an 40X increase in non-branded organic search clicks, and recurring monthly 150%+ measurable monthly ROI from the channel.
Beyond the numbers, the real triumph was in the impact on the brand's authority and customer growth. We built tangible success and a lasting relationship with the client
"Tony and Tyler at Momentic are the best SEO agency I've worked with. I've led content teams and owned digital content strategy for many years and I haven't come across SEO guys who get content and its role in the entire ecosystem of brand identity and education, engagement and building trust, then conversion and re-engagement quite like them."
Our collaboration with the client culminated in late 2022 when they chose to explore new directions with an internal SEO/content team. The transition showed self-sufficiency and the robust foundation we had helped build.
2023 Update: The brand continues to thrive, implementing the SEO roadmap we created together. After a brief period of traffic fluctuation, all previous work continues to perform well in organic search. The lasting impact of our collaboration is evident in their sustained success.
If you’re looking for help with your SEO, we’d love to chat. We’re a team of experienced SEO consultants and content creators, and we’ve helped a range of businesses in every space to achieve their goals.
Get in touch today to find out more about how Momentic can help you.