imaware™
Digital Authority Partners helped imaware™ grow organic traffic from 1,000 to 115,000 monthly visitors and boost sales 20X within two years. Through a focused SEO and content strategy, imaware™ ranked #1 on Google for 1,400+ keywords and for over 70,500 healthcare keywords across all SERPs. The work spanned technical SEO, content production, and guest posting, positioning imaware™ as a top provider of at-home celiac disease tests.
imaware™'s mission is to advance the health of humanity through testing and technology solutions for healing at scale. The company offers 11 at-home tests for conditions diagnosed from a blood sample, including celiac disease, heart disease, vitamin D, and prediabetes.
Project Summary
imaware™ partnered with Digital Authority Partners to become the leader in at-home celiac disease screening. Within 16 months of work across website content optimization, content production, technical SEO, and digital strategy, imaware™ became one of the top 3 largest providers of celiac testing solutions in America by sales volume.
The Challenge
High Acquisition Cost CAC Over 60% of MSRP
imaware™ relied on pay-per-click and paid social as its main acquisition channels. Costs ran high and unpredictable, with the average cost of acquisition topping 60% of product MSRP, which made sustainable growth and new lab expansion hard to fund.
New Domain A One-Year-Old Website
When imaware™ engaged DAP, the site had launched only a year earlier. A young domain carries little authority, a steep disadvantage in search and an even harder climb for a healthcare brand competing against established medical publishers.
Medical Credibility The Healthcare Trust Barrier
Health queries are complex and Google holds medical content to a high trust standard. imaware™ had to prove real expertise and accuracy to rank for conditions like celiac disease, where results favor authoritative medical sources.
Content Gap No Content Strategy in Place
Beyond brand copy on its test pages, imaware™ had no content strategy. There was little educational material for the people researching symptoms, diagnosis, and day-to-day management of their conditions.
How we Helped imaware™
Digital Strategy and Fractional CMO
DAP built a multi-year plan to grow organic traffic and convert more visitors, then embedded Fractional CMOs alongside imaware™’s founders to run it.
- Multi-year roadmap with hundreds of site optimizations
- Website redesign with sharper brand copy and more intuitive UX
- Buy-oriented and educational content across the site
- B2B go-to-market strategy to complement direct-to-consumer sales
- By 2023, the largest white-label B2B maker of at-home celiac test kits
National SEO and Content Strategy
DAP led with high-volume, low-difficulty symptom keywords to build credibility, then focused the first year entirely on celiac disease using a topic-cluster methodology.
- Ranked for hundreds of symptom queries like "celiac eyes"
- 300+ pieces of celiac-focused content in year one
- 50,000+ monthly organic visitors within the first year
- Expanded into heart disease, vitamin D, and prediabetes
- Content medically reviewed by imaware™'s board for accuracy
Technical and On-Site SEO
DAP cleared the technical barriers holding the site back and enriched every test page to lift both traffic and conversion.
- Product schema added to all eCommerce test pages
- Faster page speed, image alt text, orphan-page and redirect fixes
- 80% organic traffic increase within 30 days of the fixes
- In-depth FAQ sections on every test page
- Influencer how-to and unboxing videos showing ease of use
Authority Building, Analytics, and CRO
DAP earned high-authority backlinks, set the analytics foundation, and optimized the path to purchase.
- Guest posts across a network of 2,000+ healthcare publications
- Hundreds of PR pitches earning press coverage and links
- Full audit of tags and events for accurate tracking
- Cart and checkout optimization to lift conversion
- Reduced reliance on paid advertising spend
What we Achieved
Within 16 months imaware™ crossed 115,000 monthly organic visitors, up from 1,000, and kept climbing to an 11,400% gain over two years. The growth drove a major revenue lift and cut the company’s dependence on paid ads.
Organic-led demand turned into a 20X jump in sales within two years, making imaware™ one of the top 3 celiac testing providers in America by volume.
imaware™ holds the top Google spot for more than 1,400 keywords, including “at home celiac tests,” a first-page ranking earned within 14 months and still held today.
imaware™ ranks for over 70,500 keywords across 500 pages, with 2,000+ in the top 3, 10,000+ in the top 10, and 25,000 on page two.
Within 30 days of resolving major technical SEO issues, organic traffic rose 80%, the foundation for the compounding growth that followed.
