How I used SEO to generate 1 million impressions!

Introduction

Background of the Client

MasVida Health Care Solutions is a leading provider of medical equipment rentals in Texas, specializing in supplying high-quality and reliable medical devices to hospitals, nursing homes, and other healthcare facilities. With a mission to ensure healthcare providers have the right tools when they need them, MasVida plays a crucial role in supporting patient care through timely and dependable equipment solutions.

Challenge

MasVida Health Care Solutions was in a phase of rapid expansion, broadening their operations beyond Texas into Oklahoma, Louisiana, and Florida. This swift growth brought about a significant challenge: the need to reach and engage new customers in multiple states quickly. Despite their expertise in medical equipment rentals, MasVida’s online presence wasn’t strong enough to support their aggressive expansion goals.

Objective

As the website developer, my primary objective was to transform MasVida Health Care Solutions’ online presence to support their ambitious growth. This involved a comprehensive digital strategy with four main goals:

• Improve SEO: Increase the website’s visibility across multiple states, ensuring that MasVida ranked higher for relevant keywords in Texas, Oklahoma, Louisiana, and Florida. The goal was to boost organic traffic and reach potential clients who were actively searching for medical equipment rentals.

• Enhance Advertising: Optimize the website to support effective advertising campaigns, ensuring landing pages were compelling and conversion-focused to maximize the return on investment for paid ads. This required integrating clear calls to action, persuasive content, and user-friendly navigation.

• Refine Email Campaigns: Implement strategies to improve email marketing effectiveness, including segmentation, targeted messaging, and automated email sequences. The aim was to create a streamlined communication flow that nurtured leads from initial interest to conversion.

• Streamline Marketing Automations: Introduce automations to reduce the manual workload associated with marketing tasks. This included setting up automated follow-ups, lead capture, and workflows to ensure a consistent and efficient marketing process that would support MasVida’s rapid expansion.

By focusing on these key areas, my objective was to create a solid digital foundation that would not only improve MasVida’s online visibility but also make their marketing efforts more efficient and scalable, driving growth in all target regions.

Initial Assessment & Strategy

Site Audit

The screenshot shows a performance summary from Google Search Console for a website, focusing on data from June 24, 2023, to December 31, 2023. Here’s a breakdown of the state of the website before I took on the challenge:

• Total Clicks: The website received 5,010 clicks from search engine results during the specified period.

• Total Impressions: The website had 159,000 impressions, meaning it appeared in search results 159,000 times.

• Click-Through Rate (CTR): The average CTR is 3.1%, indicating the percentage of impressions that resulted in a click.

• Average Position: The website’s average position in search results was 35, suggesting it appeared relatively low on search result pages.

This data reveals that while the site had some organic visibility, it needed a stronger SEO strategy to improve its rankings, increase relevant traffic, and enhance overall search performance.

Goals Set

My primary goal for MasVida Health Care Solutions’ website was ambitious yet achievable: to double the site’s impressions and clicks while ensuring that it consistently appeared on the first page of search engine results for targeted keywords. The focus was to elevate the site’s visibility across all of its operating regions—Texas, Oklahoma, Louisiana, and Florida—making MasVida a recognizable name in the competitive medical equipment rental industry.

Strategy Developed

To achieve MasVida Health Care Solutions’ SEO goals, I formulated a multi-step strategy designed to leverage research, expert insights, and industry-specific trends. Here’s how I approached it:

• Research SEO Fundamentals: I started by diving deep into the fundamentals of SEO to ensure a solid foundation. This involved understanding the core principles of search engine algorithms, how keywords influence ranking, and the best practices for on-page and technical SEO. This initial phase allowed me to identify potential weaknesses on the site and establish a clear path for improvement.

• Consult with SEO Experts: To gain a broader perspective and confirm my initial assessment, I engaged in discussions with seasoned SEO professionals. They provided valuable insights into MasVida’s current site performance, highlighting key areas for improvement, such as technical optimizations, content gaps, and user experience enhancements. These conversations validated my findings and gave me additional direction on industry-specific adjustments.

• Research Up-to-Date Strategies in Similar Industries: Understanding that the medical equipment rental market has unique dynamics, I conducted extensive research on SEO strategies that have proven effective in similar industries. This included analyzing competitor websites, exploring successful content tactics, and identifying the keywords that top-ranking sites were using. I also examined recent algorithm changes and trends that might affect the healthcare sector, ensuring that the strategies I implemented were aligned with current SEO best practices.

• Tailoring Research to Fit Business Goals: My team and I didn’t stop at general research; we customized our findings to align with MasVida’s specific business objectives. We prioritized keywords that were most relevant to the medical equipment rental industry, ensuring they targeted the right audience in Texas, Oklahoma, Louisiana, and Florida. We adjusted content strategies to reflect the needs of healthcare providers in these regions, creating engaging and region-specific content that spoke directly to potential clients. We also focused on conversions by designing landing pages optimized for lead generation and simplifying the user journey from initial search to inquiry.

By combining a thorough understanding of SEO basics, expert feedback, customized research, and targeted execution, I developed a comprehensive strategy to optimize MasVida’s website. This tailored approach was designed not just to increase visibility but to attract the right kind of traffic that aligned with MasVida’s expansion goals—doubling impressions and clicks, and securing a position on the first page of search results for high-value keywords.

Implementation

SEO Improvements

To elevate MasVida Health Care Solutions’ search engine performance, we implemented a series of targeted SEO enhancements. We restructured the website’s page linking to simplify navigation, making it easier for users to find the right information quickly. Meta descriptions were updated to be more targeted, incorporating carefully researched keywords to improve visibility. We optimized the content structure by utilizing header tags (H1, H2, H3, H4, and H5) with relevant keywords, ensuring better clarity for both users and search engines. Additionally, we updated photo descriptions to help Google accurately interpret our media content, boosting image search performance. Unnecessary pages that did not align with our business goals were removed, streamlining the site’s focus. We were also intentional about how pages were parented with one another, simplifying our website’s architecture to make analytics reporting more straightforward and insightful.

Content Creation

Content creation presented a new challenge for our team, but it quickly became one of the most effective strategies for driving traffic to MasVida Health Care Solutions’ website. We developed and published 200 blog posts, each crafted with carefully researched SEO keywords to target specific search queries and needs within the medical equipment rental industry. This content attracted a significant amount of organic traffic, helping us rank higher for relevant keywords and bringing new visitors to the site. Additionally, we expanded our content strategy to multimedia platforms, producing YouTube videos, YouTube Shorts, podcasts, and training videos. These formats allowed us to engage a broader audience, offering valuable insights and positioning MasVida as a trusted authority in the field. The multi-channel approach not only boosted website traffic but also expanded our reach, connecting with customers who preferred consuming content in diverse formats. This comprehensive content effort was key to our success, driving visibility and engagement well beyond our initial expectations.

Technical Adjustments

To optimize the performance of MasVida Health Care Solutions’ website, we made several crucial technical adjustments that significantly improved the user experience. Speed was a top priority, so we employed a variety of tools to enhance load times, ensuring the site was fast and responsive. We also prioritized mobile compatibility, making sure the website displayed seamlessly across a wide range of devices and screen sizes. To reduce loading times, we switched to more efficient image formats, which were quicker to load without sacrificing quality. Removed bloated plugins and avoided heavy plugins when adding new features. Instead, we chose lightweight alternatives that might have limited some functionality but ensured optimal site speed and stability. These technical refinements created a smoother, faster website experience, which was critical for improving search rankings and maintaining user engagement.

Design Overhaul

The redesign of MasVida Health Care Solutions’ website was an ongoing process, evolving as we gained deeper insights into the business and refined our communication strategies. We undertook multiple redesigns, each driven by a better understanding of how to convey our services more effectively to potential clients. Inspired by the clean and user-friendly aesthetics of companies like Apple, we prioritized a sleek and modern look that emphasized clarity above all else. We deliberately avoided overly complex designs, as we knew the return on investment might not justify the additional effort. Instead, we focused on straightforward layouts that guided visitors effortlessly to the information they needed. By keeping clarity as the guiding principle, our design choices were intentional and aimed at providing a seamless user experience, helping us effectively connect with our target audience and communicate our value proposition.

Monitoring & Adjustments

Performance Tracking

To ensure our efforts were effective, we implemented a rigorous performance tracking system using Google’s suite of analytical tools: Google Analytics, Google Search Console, and Google Site Kit. These tools provided us with invaluable insights into how the website was performing, allowing us to track key metrics such as traffic, user behavior, keyword rankings, and conversion rates. Monitoring these reports became a daily habit, enabling us to make data-driven decisions quickly. This consistent analysis allowed us to spot trends, identify areas for improvement, and make timely adjustments to our SEO and content strategies. By keeping a close eye on the data, we were able to refine our tactics continuously and ensure that the website was on the right path to achieving its performance goals.

Results & Achievements

Key Statistics

Below display the results of what happens when we applied SEO Strategies over the year. The BEFORE stats are 2023 web traffic and the AFTER is part of 2024 traffic. You can see that right as my team started to apply SEO strategies on january 2024 the site’s traffic looks a lot different. This is because when SEO strategies are comprehensively applied search engines are more willing to put our site on the top results for some keyword searches.

Active Users AFTER

Click & Impressions AFTER

Impact on Client

The overall impact was that the amount of forms and customers using our site increased from 300 to 1286. (429% growth)

Indirect affect is that the companies’ revenue increased almost 200%. This is within a 10 month period of building a website correctly.

Lessons Learned & Takeaways

Key Learnings

MasVida Health Care Solutions expanded their digital presence with a focus on SEO, advertising, and marketing automation to support rapid growth. The approach included optimizing the website’s visibility, creating over 200 targeted blog posts, and improving technical performance. These strategies led to a 429% increase in customer engagement and nearly doubled the company’s revenue within ten months.