imaware™
Increased organic traffic for a healthcare manufacturer from 1,000 visitors/ month to 115,000 visitors / month. 20X increase in sales within 2 years.
#1 Position Keywords in Google Search
1,400+
Increase in Monthly Organic Traffic Within 2 years
11,400%
# of healthcare keywords ranking
70,500+
Project Summary
imaware™’s mission is to empower the health of humanity by providing testing and technology solutions for healing at scale. DAP was hired to help imaware™ become the leader in celiac disease at-home screening testing. Within 16 months of working together on website content optimization, content production, technical SEO & overall digital strategy, imaware™ became one of the top 3 largest providers of celiac testing solutions in America by sales volume.
The Challenge
High Cost of Acquisition
Prior to partnering with Digital Authority Partners, imaware™ relied heavily on Pay-Per-Click SEM campaigns and Paid Social Media advertising as its primary user acquisition channels. However, the costs associated with these tactics were unpredictable and often prohibitively high, with the average cost of acquisition exceeding 60% of the MSRP of their products. This made it difficult for the company to sustainably grow and expand its operations, including the opening of new labs in Austin, Texas.
1-Year-Old Website
When imaware™ contracted DAP to help them increase organic traffic to their website, one of the biggest challenges was that their website had only been launched a year before. This was especially difficult for a healthcare company, given the strict regulatory requirements. Additionally, healthcare-related queries are often complex, making it harder to rank organically in Google search results.
DAP developed a strategy that involved creating comprehensive guides on celiac disease and working with doctors to review website content. This helped imaware™ establish itself as a trusted source of medical information, resulting in success in organic search rankings.
Furthermore, as a healthcare company, imaware™ was facing an uphill battle to rank organically in Google search results. Focusing on providing the single most comprehensive guides on celiac disease and teaming up with doctors who medically reviewed all website content helped us overcome the challenge of a fairly new website providing medical advice to their target audience.
No Previous Content Strategy
Before partnering with DAP, imaware™ did not have an extensive content strategy in place beyond brand copy on their medical test landing pages. There was a lack of informative and educational content for their target audience.
To address this, DAP proposed a strategy to position imaware™ as a leading educational resource for celiac disease, covering topics from diagnosis to management. The comprehensive approach resulted in the creation of over 300 pieces of content to help patients successfully detect and manage celiac disease.
How we helped imaware™
DAP’s marketing team created a comprehensive multi-year plan designed to both increase overall organic traffic to the imaware™ website and convert more web visitors into customers. We helped imaware™ identify and implement hundreds of website optimizations, improve their overall branding, and create in-depth buy-oriented and educational content on their website.
Working closely with the founders of imaware™, our Fractional CMOs developed a marketing plan aimed at increasing sales for the company. To achieve this, DAP redesigned their website, improved their brand copy and images, and made the overall user experience more intuitive. Our branding experts highlighted the value of their at-home celiac disease tests to potential customers. Additionally, we developed a B2B go-to-market strategy, to compliment their direct-to-consumer sales, to open up new revenue opportunities for imaware™. As of 2023, imaware™ has become the largest white-label B2B manufacturer of at-home celiac disease test kits.
To help imaware™ reach the largest possible audience for their FDA-approved celiac disease at-home test kits, DAP recommended a broad SEO strategy. We began by targeting keywords with high search volumes but low ranking difficulty, which helped establish imaware™ as a credible source for medical advice related to specific celiac disease symptoms. This included topics such as "side effects of eating gluten after being gluten-free," "celiac eyes," and "why do carbs make me tired?" By focusing on these types of keywords, imaware™ was able to rank highly in Google search results for hundreds of symptom-specific search queries. Even after two years, imaware™ continues to rank at the top of these search results, allowing them to reach a larger audience and grow their business.
Whereas imaware™ provides 11 different tests for specific medical conditions that can be diagnosed at home by providing a blood sample, we recommended the company to focus on one specific condition for the first year of working together. This approach aligns with DAP’s topic clustering SEO methodology, which prioritizes establishing a company's expertise in a specific field before expanding to other specialties. The approach proved successful, as imaware™ was able to attract over 50,000 monthly organic visitors to its website and celiac disease test kit pages within the first year. Following this, we expanded our content strategy to include heart disease, vitamin D, and prediabetes tests, all of which imaware™ is also ranking for organically in 2023.
At the start of our partnership, we assisted imaware™ in improving the website's major technical SEO issues. This involved adding product schema to their tests’ eCommerce pages, improving the overall page-speed performance of the website, including alternate texts to all website images, fixing orphan pages and redirect issues, and more. Within 30 days of addressing all these issues, organic traffic to the website increased by 80%.
To increase both organic traffic and improve the overall website conversion for imaware™,we deployed a multi-prong approach to website content designed to increase both organic traffic and improve the overall website conversion. We created in-depth FAQ sections on all test eCommerce pages to anticipate the most common questions potential buyers would have about specific tests. We also added screenshots showing the types of insights buyers could get after receiving their test results. Additionally, we collaborated with the brand and a set of influencers to create "out-of-the-box" and "how-to" videos, highlighting the ease of use for their tests. On the educational side, we created in-depth celiac-disease content and worked collaboratively with imaware™'s medical board to ensure all content is accurate, actionable, and informative.
Leveraging our network of 2,000+ healthcare blogs, magazines, and industry publications, we were able to secure high-authority guest posts for imaware™. These posts helped boost the company's overall authority, rankings, and organic search results. In addition, our team submitted hundreds of PR pitches, resulting in various newspapers covering imaware™ and linking back to their website. This significantly helped our SEO campaign produce the astounding growth from 1,000 organic traffic to 115,000 monthly traffic for our SEO campaign.
We worked closely with the imaware™ marketing team to help them set the foundation for better analytics tracking across their marketing website. This involved conducting a comprehensive audit of all the tags and events that needed measuring to accurately evaluate website performance, pinpoint bottlenecks, and identify opportunities for enhancing product pages.
Our partnerships with healthcare manufacturers often involve improving their overall sales by optimizing the eCommerce user experience, including the cart and checkout process, to increase website conversion rates. We work to ensure that our clients' web presence is fully optimized for conversion, whether customers come through paid marketing campaigns, organic search, or direct visits. With imaware™, we made incremental improvements to their website to enhance the user experience, resulting in a higher number of sales on their site
What we achieved
1,400+
#1 Position Keywords in Google Search
Within less than six months of working together, imaware™ more than tripled their organic search traffic. In about 14 months after the launch of our SEO campaign, imaware™ landed on the first page of search results for “at home celiac tests,” a ranking that they continue to maintain.
11,400%
Increase in Monthly Organic Traffic Within 2 years
After only 16 months of working together, imaware™ was able to achieve a monthly organic visitor count of over 115,000. This was a remarkable achievement for a healthcare manufacturing startup and resulted in a significant increase in revenue. Furthermore, imaware™ was able to reduce its reliance on paid advertising spend due to the success of its organic traffic growth.
70,500+
# of healthcare keywords ranking
As of 2023, imaware™ ranks for more than 70,500 keywords across 500 pages on their website. This includes over 2,000 keywords in the top 3 search positions, 10,000+ keywords in the top 10 positions, and 25,000 keywords on the second page of search results. With the help of Digital Authority Partners, imaware™ is poised to become one of the biggest manufacturers of at-home testing solutions in America.
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