How an SEO Technical Audit Led to a Massive Increase in Organic Traffic for a Leading Healthcare AI Company
Olive is a leading healthcare operation AI solution and 2020 CB Insights Healthcare Digital 150 company that recently received a valuation of 1.5 billion dollars. Olive has rapidly risen to start-up "unicorn" status by streamlining all organizations that use her. Olive frees up administrative tasks that humans are now doing and is committed to helping carve out 1 trillion dollars in waste out of Healthcare.
A true healthcare innovator, Olive's extensive library of online content includes data sheets, case studies, blog articles, press releases, white papers, and more. However, all this content led to a common issue of duplicate content that is often experienced by start-ups and leads to negatively impacting their site's SEO (Search Engine Optimization).
At the time, Olive was in its early stages with regards to developing its digital marketing capabilities. Prioritizing the role of digital marketing in accomplishing their growth objectives, Olive sought to partner with an agency that could meet them where they were - an agency that could accelerate Olive's digital level maturation and business growth.
As an essential aspect of their digital marketing ambition, Olive enlisted Parallel Path to identify opportunities to improve their SERP (Search Engine Results Page) presence and increase relevant traffic. For websites with rich content libraries such as Olive's, some important opportunities to audit include page crawlability, site link visibility, and identifying any duplicate content.
To solve the problem of the site’s duplicate content, the Parallel Path team combed through and manually replaced every instance of duplicate header content. Parallel Path created an XML sitemap to make all links accessible to search engines again and worked with the company’s development team to scrub the CMS plugin that was populating duplicate footer content across the site.
For the footer content specifically, and other fixes that required a complete recrawling and reindexing of the site, it took about a month for improvements to start showing in organic search metrics. The results were significant including increases in organic sessions (traffic), the average rank of page content on the SERP (search engine result page), and click-through rates.
The website and its SEO were a critical early step of a digital marketing strategy contributing to the rapid growth Olive experienced in 2020.
How Parallel Path "Makes It Easy" for Clients
In every client engagement, Parallel Path strives to “make it easy” for client partners to achieve their goals. Sometimes this means recommending a simple yet eloquent solution. As an illustration, when Parallel Path discovered inaccessible site links on the Olive website, the “fix” from the ground up would have been a costly and laborious endeavor. Instead, Parallel Path helped Olive implement an XML site map so that search engines could easily find links to site content. This workaround cost the client significantly less time and expense, yet was able to achieve the desired outcome.
– Director of Marketing, Olive.