TRC Healthcare
SEO / Ads Management / Strategy / CRO
Healthcare Marketing Case Study
TRC Healthcare is a leading provider of evidence-based resources aimed at improving healthcare and reducing care variations. We partnered with them to optimize their content, adjust ad spending focus, and enhance their reporting systems. This collaboration led to a twofold increase in organic clicks, a reduction in brand-term ad spending from 90% to 15%, and a boost in revenue from paid and organic channels.
Our Process
Problem
TRC Healthcare has extensive content from various sources across multiple websites. This causes internal competition and challenges with organizing product pages. They need precise messaging in the competitive healthcare continuing education field. The main issue was balancing organic search and paid ads. Overlapping paid ads and organic results limited new customer acquisition.
Objective
- Improve and consolidate content across various sub-domains.
- Streamline multiple sub-domains to enhance site organization.
- Focus on high-value key phrases for better search engine results.
- Develop a detailed SEO plan and implement improvements.
- Stabilize the Google ad account before changing the focus of ads.
- Shift ad focus from brand terms to non-brand terms while keeping sales steady.
- Redirect brand traffic to organic channels and use paid ads to find new customers.
- Improve Conversion Rate Optimization across search advertising channels.
Strategy
Google Search Console, Screaming Frog, and SEMrush were used to analyze TRC Healthcare’s website. Data on search volume, traffic, rankings, and content was combined. This resulted in a detailed SEO plan outlining target pages, key phrases, and KPIs. On-page and technical SEO improvements were applied to the recently relaunched site. New tracking was set up to monitor ad spend and search terms. New ad campaigns were developed with updated search terms, ad text, and negative keywords, minimizing overlap and improving budget management.
Results
The optimization efforts led to significant improvements. Organic clicks on optimized pages doubled compared to before. Over a few months, the ad focus shifted. It moved from 90% brand terms to 10%—15%. There was a slight decrease in ad revenue, but less than expected. The organic channel grew significantly, attracting new customers. Paid ads began reaching new customers instead of existing ones. Overall, revenue from both channels increased each month.
Optimizing Ad Spend Allocation
TRC Healthcare’s ad spend shifted from 90% brand to 85% non-brand. The split was adjusted to 15% brand and 85% non-brand. This change was carefully managed to keep sales stable. Brand traffic was moved to organic channels. Reducing brand terms in ads minimized overlap with organic search. The goal was to attract new customers. The adjustment made ad spending more efficient. It also increased revenue from both paid and organic channels.
SEO Roadmap
To create an effective SEO roadmap for TRC Healthcare, we gathered data. We analyzed page and keyphrase performance in detail. This helped us identify the best improvement approach. We targeted specific pages and valuable key phrases. Key performance indicators (KPIs) were set to track success. On-page and technical SEO improvements were systematically implemented. These changes refined the content and site structure. The result was a significant increase in organic clicks and improved search performance.
Enhanced Reporting Systems
TRC Healthcare already had strong reporting dashboards in place. As ad and SEO strategies grew more complex, reporting needed updates. Reports were connected to Google Ads, Google Search Console, and GA4. We designed and built new dashboards for better performance tracking. This improved ad optimization and focused client conversations on the next steps. Communication became more strategic and less about routine details.