How do you continue growing organic traffic after one of Google’s largest algorithm updates takes effect?

General Medicine Organic Traffic Case Study

Problem:

Just as General Medicine, The Post-Hospitalist Company, was beginning to gain momentum with organic search traffic, Google’s Hummingbird algorithm significantly shifted how web pages were ranked. As the biggest algorithm update since 2010, Hummingbird required content to focus less on keywords and more on answering searchers’ questions. General Medicine, The Post-Hospitalist Company’s site was no longer showing up in search engines as frequently. Our team needed to act quickly to avoid losing traffic and valuable leads.

  • Analytics
  • Content Marketing
  • User flows
  • Website management

Situation:

As biggest algorithm update since 2010, Hummingbird required content to focus less on keywords and more on answering searchers’ questions. General Medicine, The Post-Hospitalist Company’s site was no longer showing up in search engines as frequently. Our team needed to act quickly to avoid losing traffic and valuable leads.

General Medicine Organic Traffic Case Study

Solution:

To proactively avoid a decrease in organic traffic, Element5 reviewed the site’s current content and restructured it to align to Google’s update. We also saw this as an opportunity to review website data and make improvements on the visitor flow and website’s calls to action.

General Medicine Organic Traffic Case Study

Results:

Improving the websites copy, visitor flow and calls to action coupled with continuous blogging efforts increased the website’s traffic and conversions. These updates increased not only organic traffic but also mobile traffic, new users, and, ultimately, leads.

 

Performance by numbers:

Since launching site’s updates, year-over-year organic traffic increased 132%. New users have increased by 135%, while visitors from mobile have increased 170%. The website’s organic conversation rate increased 190%.

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