Case Study
Strengthening SEO Foundations to Improve Care Access
For a Leading Pediatric Health System in the Midwest
Expertise:
Content + SEO
Measurement + Analytics
Challenge
Our client needed to ensure that parents and caregivers could quickly and reliably access critical care information, especially during stressful or urgent moments. While the site performed well overall, key gaps in metadata, structured data, indexing, and load speed made it harder for families to find what they needed. Template inconsistencies and outdated signals to search engines created additional friction, limiting discoverability across AIOs, GEOs, and traditional search.
Solution
To establish a strong, secure, and patient-friendly SEO foundation, we developed a prioritized roadmap focused on technical excellence and clarity for search engines and caregivers alike. And then we worked with their third-party development partners to support implementation.
Our team:
Conducted a comprehensive technical audit to identify the highest-impact issues affecting visibility and user experience
Prioritized fixes based on effort vs. impact to accelerate progress and support long-term stability
Improved site speed through caching adjustments, image optimization, and refined template rendering
Resolved 264 sitemap errors and updated robots.txt for cleaner signaling to search engines
Enhanced structured data and template clarity to improve how content appears across AIO/GEO experiences
Reduced unindexed content and strengthened content hierarchy to ensure caregivers could reliably find essential information
