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The US healthcare technology market is one of the most competitive in the world. A provider of enterprise patient portals for hospitals and clinics came to us with a familiar problem: the site had reasonable authority metrics (DR 29 and Trust Flow 18), but almost all of its organic traffic came from searches that included the company name. Outside the brand, it barely existed.
By late 2022, the estimated value of that organic traffic was falling. There was no single cause: product landings were competing against each other for the same searches, the metadata left out the commercial terms buyers actually use, and the blog was publishing without a clear plan. The site architecture needed to be reorganized, and the company needed to start capturing the searches of the people who make software purchasing decisions at healthcare organizations.
Our SEO experts worked on four fronts at once:
Technical and load speed audit. We reviewed site performance and fixed what was needed to bring Core Web Vitals into the optimal range. We also found and removed code blocks in the global templates that were generating 404 errors across the site.
Content and architecture consolidation. Several landings targeted the same search intent and were cannibalizing each other. We merged them systematically: duplicate URLs were redirected to the main solution pages so that the link equity built up over the years was concentrated on a single page per topic.
Semantic and meta tag optimization. We rewrote titles, descriptions and headings (H1, H2) across the key product lines—scheduling, appointment reminders, patient portal and digital front door—to explicitly feature the highest-priority non-brand keywords in the category.
Internal and external linking. We designed an internal linking scheme that channels authority from informational blog posts to the commercial pages. In parallel, we ran link-building campaigns focused on terms like "patient engagement platform" and "digital front door".
What made the difference was aligning the site's technical structure with the way healthcare software buyers actually search. When we audited the search intent behind each landing, we saw that Google favored competitors who grouped complete solutions on one page rather than splitting them across several URLs. Consolidating the product sections, cleaning up the template errors and adding clear definitions in the introductions—for example, how each feature meets HIPAA requirements—improved crawlability and the quality of the leads arriving through organic search.
Between February and July 2023, the downward trend reversed and the site began growing on terms that don't include the brand name:
Organic traffic: from an estimated 1,356 to 3,627 monthly visits, a 167% increase in five months.
Traffic value: the paid-advertising equivalent of the organic traffic rose from US$3,314 to US$7,621 per month (+130%).
Rankings: 60 new keywords in the Top 3 and 114 new keywords in the Top 10. Total ranking keywords grew from 2,334 to 2,967.
Technical performance: Core Web Vitals in the optimal range and no template-generated 404 errors.
No more cannibalization: duplicate service paths were unified into single authority pages, with no internal competition in search results.
Estimated data from Ahrefs, February–July 2023.
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