HIC Articles Analysis
Region: United States
Industry: Health Insurance
Overview
In this project for HealthInsurance.com, I tackled the challenge of improving the discoverability and ranking of articles within the Learning Center section.
Facing issues of low visibility on Google and lacking access to premium tools, I conducted comprehensive research, leveraging free resources and strategic analysis to identify root causes and propose actionable solutions.
Process
Initially, I embarked on an extensive research journey, exploring a myriad of tools to gain insights into article performance and discoverability. Utilizing platforms like Semrush and Screaming Frog, I meticulously analyzed indexing and crawling patterns, identifying articles that were not being indexed or crawled. Upon obtaining access to Google Console, I conducted a thorough examination of the articles' indexing status, allowing for a comprehensive understanding of the scope of the issue.
Armed with this data, I meticulously prioritized actionable items, transforming them into cohesive narratives for targeted improvement. Subsequently, I delved into competitor analysis through Semrush, scrutinizing similar articles to uncover additional opportunities for enhancing content quality and alignment with SEO and accessibility standards.
Results
Content Quality
Implemented improvements such as concise summaries, bulleted lists, and related questions sections, leading to more user-friendly and informative articles.
Improved Visibility
By addressing issues like poor layout, content relevance, and meta descriptions, articles began aligning better with user intent, resulting in increased visibility and ranking on search engines.
User Engagement
Introducing interactive elements like tables and improved banners enhanced user engagement, making it easier for users to find relevant information and navigate the Learning Center effectively.