HealthyPlace

Generating Revenue with SEO and Accurate Analytics

HealthyPlace.com is the nation's largest consumer mental health web site, providing comprehensive, trusted information. HealthyPlace.com relies on revenue generated by onsite advertising. Its owners contacted SiteLab after a redesign led to a 50% reduction in traffic - a loss of approximately 6,000 daily visits, which threatened the web site's revenue base.

Working with the client, we established three goals:

• Increase measured organic site traffic to recapture what had been lost. This would involve doubling what was being reported by the site's analytics
• Solve the systemic problems that were hampering organic traffic. This required ensuring that the redesign's technical setup and processes did not continue to erode search performance
• Create long term strategies to improve organic traffic. Increasing the site's organic search optimization was critical to the site's ongoing, long-term success

Challenges

Upon careful analysis of HealthyPlace.com, we identified four critical issues that were negatively affecting traffic:

• Analytics had been incorrectly and incompletely set up. Incoming traffic was being incorrectly reported. Some paid traffic was registering as coming from referring sites, creating an incorrect picture of paid performance. By fixing the analytics issues, we ensured that incoming traffic was properly counted. This also allowed the client to make better-informed business decisions based on accurate statistics
• The site redesign was not SEO-friendly. URLs had been changed site-wide and content had been placed at an alternate domain, creating a significant duplicate content issues
• The 301s had not been implemented correctly
• Massive "Page Not Found" errors were being generated by URLs and links. In addition to creating an unpleasant user experience, this meant links were not being leveraged to increase the site's authority for ranking purposes
• There was no coherent keyword targeting strategy. Despite having more than enough content to leverage multiple keyword variations with on-page optimization, efforts were split between across multiple pages. This was undermining the ability of any page to rank for desired keywords

Solutions

• We corrected the analytics issues to arrive at a clear, correct picture of site performance. This, in turn, allowed us to establish viable success measures
• We resolved the duplicate content issue without compromising the user experience, design aesthetics or the integrity of the technical set-ups
• We implemented a keyword strategy designed to increase organic traffic and maintain its steady, consistent flow

Results

• When SiteLab contracted for this assignment, HealthyPlace.com's Google Analytics were showing an average of 5,788 daily visits from organic traffic. Within three months of implementing our solutions, the site had more than doubled the established goal for web site visits. A recent 7-day period indicated an average of 14,013 daily visits from organic traffic
• This has resulted in direct savings of about $30,000/month in PPC advertising that no longer needs to be purchased to meet contractual obligations with HealthyPlace.com advertisers

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Services:

SEO Consulting