When Cigna formed Evernorth Health Services to tie it’s many acquisitions into a single brand and website, they struggled to capture their various niche markets. Patrick was chosen for his marketing experience in the health services vertical to create a content strategy that would bring organic traffic to their niche-markets.
Patrick began with the niche audience and reviewing what the various partners offered that demographic. “Nexus” pages were proposed to feature the companies offerings and partners relevant to the topic. He identified musculoskeletal conditions, mental health and genetharpy as ideal subjects for these pages.
These pages not only increase time on site, they would…
- focus leverage less competitive yet value-rich keywords
- endear the audience to the brand by providing informative value
- connect the audience to the most relavent services
Examples
These nexus pages utilized less competitive SEO terms like “muskulotskeletal conditions” and “in-depth resource…” in order to capture more organic traffic. Others attempted to pair the brand name to more competitive SEO like “behavioral health”.
Micronavigation and tracking anchor links allowed us to develop a more specfic understanding of what our audience was looking for within the nexus page.
By micro-targeting our audience, our stats became more relevant to the audience, connecting them more personally.
A more sharply-defined audience allowed more strategic use of existing material to inform the audience and increase time onsite. FAQ’s made each page more discoverable on search-engine results pages (SERPs).
Did these page increase organic growth?
Find out
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