Pandemic or no, parents prioritize their kids’ well-being and often do extensive online research to learn the essentials.
With that in mind, Children’s Health stepped up its already-impressive information game, educating consumers through a content marketing campaign.
Its key objectives included:
• Increase organic web traffic through SEO to ensure users find reliable medical information when they need it most.
• Establish Children’s Health as a reliable expert for online information, rivaling WebMD and other major pediatric hospitals’ sites.
• Develop unique, data-informed, accessible content that users would engage with for longer periods of time.
To those ends, the team devised a multi-layered strategy to achieve organic growth to childrens.com:
• Plan content around trending, seasonal topics that consumers are actively seeking.
• Always keep the mobile user in mind, because 70% of visitors to the Health & Wellness library come from a phone.
• Implement SEO best practices to increase first-page search result rankings and top of page Google featured snippet/answer box placements.
As a result:
• In 2019, the content team produced 119 new pieces of health and wellness content, resulting in a +292% year-over-year increase in organic traffic.
• It gained 315 Google “top result” placements for that content, an increase of 389% year over year.
• In 2019, the Children’s Health & Wellness Library received more than 1 million pageviews—up from fewer than 250,000 in 2017.
• Engagement on childrens.com also dramatically increased. The content team found users spent much more time with content, rising from 2 minutes 35 seconds in 2018, to 3 minutes 47 seconds in 2019.