Project Overview

  • Category: Healthcare
  • Date: 05/2021
  • Client: Centeno Schultz Clinic
  • Project Name: The nested hub
  • Services Provided: SEO-optimized content and web design and development
  • Industry: Medical – Orthopedics

Paradox Marketing provided SEO-optimized content and web design and development to the Centeno-Schultz Clinic (CSC), a provider of Interventional Orthopedics procedures. The clinic needed an effective website to attract more patients and help them grow their practice.

Paradox focused on ensuring CSC had a robust publishing platform that provided an edge against a website running simple “posts + pages” architecture. Paradox calls this system “the nested hub” and it is key to all areas of growth.

This is how Paradox increased the Centeno Schultz Clinic website traffic by 500% over three years

The Situation

In 2005, CSC pioneered Interventional Orthopedics, which are highly specific, image-guided procedures that use the body’s bone marrow concentrate containing stem cells to treat common orthopedic problems.

Despite this innovative achievement, CSC’s visibility in Search Engine Results Pages (SERPs) averaged only 52k sessions per month.

CSC sought the services of Paradox Marketing in 2021, and work commenced in May 2021 to grow its online presence and attract more patients.

What Paradox Did

Paradox undertook several tasks in the following order to grow CSC’s traffic by 500%.

Check And Fix Technical Issues

Website Health Check

You can’t build a great building on weak foundations.

Before Paradox rolled out the nested hub, the first step was to ensure the Centeno Schultz website had stable foundations to build on.

This meant Paradox needed to run a technical audit.

Technical Audit: Resetting the Foundations

During the technical audit, Paradox identified some major DNS issues that were effectively halving the site’s efforts (relating to the resolution of www and non-www versions), as well as some additional technical SEO cleanup.

This resulted in effectively doubling the traffic immediately.

 

Paradox maintains monthly crawls and audits to stay on top of all technical issues.

Implementing The Nested Hub Strategy

The nested hub is an SEO strategy based around Entity SEO.

The nested hub involves mapping out specific page types and applying a custom schema to each, so Google knows what the page is about at a glance and how it relates to all relevant content on the website.

Here’s how it works:

Schema Configuration

Schema is a “machine language” that search engines prefer to digest their information in wherever possible.

Schema.org is an international collaboration of data scientists, web engineers, and other professionals who aim to create structured data solutions to understand all knowledge on the internet.

Each page type has a corresponding schema, which is a byproduct of interconnected schema from all other related pages. This results in each page “lending” portions of their content and schema to each other connected page.

Understand Page Types And Their Schema Markup Marrying Schema To Content

The main power of this system comes from the interconnected components, content, and schema that each page sets.

Paradox treats the CSC website like a filing cabinet for Google. Each page type– practitioners, treatments, conditions, or symptoms– is a labeled folder (using schema markup). These labels help Google know exactly what’s inside each folder and allow it to link related topics (e.g., a symptom relates to multiple conditions).

This clear organization helps Google quickly find the right answer, potentially boosting the site’s visibility in search results.

Identifying Page Types And Their Relationships

Here is an example of how Paradox aligns specific page types with custom schema:

Page Type Example URL Schema in Use Notes
All clientdomain.com Medical Clinic This schema exists on all pages
Physician https://clientdomain.com/our-staff/dr-first-last/ Physician Assists in consolidating medical authority
Symptom https://clientdomain.com/symptom/knee-pain/ Medical Sign or Symptom Matches symptoms to conditions
Condition https://clientdomain.com/condition/acl-tears/ Medical Condition Connects symptoms and treatments
Treatment https://clientdomain.com/treatment/prp-for-acl-tears-sprains/ Medical Procedure Connects back to condition and physician

Keyword Research And Clustering

After planning page types and schema, Paradox then moved to keyword research and clustering.

  1. Paradox identified clusters of keywords to rank on a single page, using a script that verified and checked whether Google expected the keywords to be able to appear on a single page. This helped to avoid cannibalization.
  2. Paradox assigned each page a journey stage (key for CRO later on).
  3. Paradox gained feedback from the medical staff at the clinic and then created SEO-targeted outlines. Outlines break down the necessary page components and headings to enable search engines to pick them up more easily. 
  4. Paradox then passed the outlines to CSC physicians to complete the writing, which they then passed back to Paradox for editing and publishing.

However, as the clinic got busier, it became harder for the physicians to find time to do the writing components. Paradox trialed 15 medical writers, selecting three candidates from this group, two of whom eventually gained approval to commence writing. 

The process then shifted to the Centeno Schultz Clinic physicians reviewing fully written posts, which streamlined Paradox’s ability to publish.

Conversion Rate Optimization

One of the most exciting aspects of the nested hub strategy is the ability to deploy highly targeted calls-to-action across the top, middle, and bottom of the funnel.

Paradox assigned each condition, symptom, or treatment page with a specific call to action (CTA) that matched the subject matter of the page and the journey stage of the reader, such as the one below:

Overall Results – 500% growth in organic traffic

Once Paradox implemented the nested hub, Centeno Schultz’s traffic continued to grow.

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