The Situation
ClinSmart offers clinical research services for the oncology, endocrinology, and respiratory spaces. After undergoing a major corporate identity shift, ClinSmart wanted an updated website and SEO optimized blogging strategy to increase its search rankings and website views. With a low number of organically ranked keywords, the website was one of the biggest challenges to tackle. In collaboration with BrackenMarketing, ClinSmart leveraged Sciencia’s expertise in writing for the translational and drug development space to create a SEO optimized educational content and blogging strategy.
The Plan
As with any content marketing plan, we started by identifying the persona of the target audience. By
determining the search terms their prospects were most likely to use when looking for services Clinsmart provides, we could fine tune the content strategy. We
also researched competitor websites and their search
ranking results and developed a strategy to outrank them. We began posting blogs once a week and positioned the company as experts on clinical trial best practices who keep up-to-date on FDA regulations to ensure patient safety. Each of the blogs were search engine optimized, strengthening ClinSmart’s search ranking and increasing brand visibility.
The Result
With our strategic content plan, we discovered that website traffic increased, leading to a sitewide click rate increase of 20%. As the number of click rates boomed, ClinSmart’s sales conversions grew, as well. With more conversions, came more clients – ClinSmart’s ultimate goal. Equipped with a strong positioning strategy and improved search engine optimization, ClinSmart was on track to improve their ranking on Google.
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