Sometimes simple marketing methods are not enough, especially when you’re operating in a specific field where competitors often surpass you due to their market experience and established brand promotion practices. However, this is no reason to give up, not at all.
The collaboration between Approved Admissions and Luxeo is an example of effective company promotion using both standard and unconventional methods. Methods that combine the technical and humanitarian aspects of marketing, address the brand’s critical needs, and work towards achieving results.
Approved Admissions is a company that engages in proactive and automated tracking of changes in patient insurance coverage and finding subsidized coverage. It provides professional assistance in claims processing and preventing denials.
A modern Robin Hood of the insurance segment, fighting for justice for clients from all walks of life. The only problem was that due to significant market competition and a limited budget, the team faced some challenges in promoting their services. That was until they got in touch with Luxeo and solved them.
Niche
Medicine, Insurance
Target Regions
USA
Services
Website audit. Development of an optimization roadmap. Improvement of lead generation and conversion metrics. Enhancement of platform trust levels. Promotion of the brand’s services
Goals
Expanding and attracting a new audience, obtaining MQL/SQL metrics, improving website rankings in Google search results, resolving technical and SEO issues.
Time Frame
February – November 2024
Looking ahead, all goals were achieved during the collaboration. In the end, we achieved results that we can be proud of.
Despite limited budget and time constraints, we managed to make significant progress in promoting the Approved Admissions team online. Here’s a brief summary:
| In 8 months of working on the project, we achieved the following results: |
| – Traffic generation improved by 36%. – Website pages appeared in the TOP 3-10. – Conversion metrics of the resource increased. |
| How? |
| 1. Comprehensive work on website optimization. 2. Use of modern promotion techniques. 3. Solving issues identified during the audit. |
During the work on the project, we encountered a number of challenges, for which the contract term was critically insufficient. However, this did not stand in our way, as we adapted the promotion strategy and successfully implemented it.
The main challenge of this project was a whole set of issues that needed to be resolved quickly and with minimal budget expenditure. Here are the key tasks set by the client:
There were several main requirements:
Did we manage to solve them? Of course, however, due to the lack of time and budget, we simplified some things as much as possible. Therefore, some of the results will not be reflected in the case, as they will gradually appear in the long-term perspective. Fortunately, we laid a solid foundation.
Since the scope of work was quite large, we decided not to try to do everything at once, but instead break it down into several parts, including:
So, after building a roadmap and setting priorities, we began the campaign to promote Approved Admissions online.
While providing consulting services to clients, companies rarely focus on the technical side of their resources. This often leads to various issues, such as:
This is just a part of what we had the opportunity to work on in the project for the Approved Admissions team. Now, let’s dive into the details.
The audit revealed that the website lacked an HTML map. As a result, this affected navigation and significantly hindered the indexing of the site’s content by search bots. Therefore, we initially delegated the task of creating a SiteMap and filling it according to templates and the current state of the site to the IT team. Alright, this is the basic foundation to start working with.
However, even at this stage, we encountered additional challenges, including errors pointed out by the validator. For example:
Validation issues in HTML elements, which were also part of the reason for the site’s poor performance, will be discussed a bit further along.
The same applies to CSS validation errors, which indirectly, but still, affected the site’s performance and were at least one of the factors hindering its proper functioning.
It is clear that based on the results of the scan conducted by the Luxeo team, a technical specification was developed for the technical staff. Accordingly, the errors were quickly fixed, allowing the project to continue.
During the site analysis, we discovered a number of duplicate pages with different addresses, which were indexed separately. As a result, the uniqueness and “value” of the sections of the resource suffered, leading to a decrease in indexing and ranking potential.
To resolve this issue, we decided to delete the duplicates, or, if they were effectively indexed, set up 301 redirects to the main pages. In this way, we eliminated one of the problems of an inflated but not entirely high-quality site structure. For example, like this:
| From | To |
| – https://35.206.114.88/a-guide-to-accurate-medicare-billing-with-eligibility-changes-tracking/ – https://approvedadmissions.com/a-guide-to-accurate-medicare-billing-with-eligibility-changes-tracking-/ – https://approvedadmissions.com/a-guide-To-accurate-medicare-billing-with-eligibility-changes-tracking/ – https://approvedadmissions.com/a-guide-to-accurate-medicare-billing-with-eligibility-changes-tracking//// | https://approvedadmissions.com/a-guide-to-accurate-medicare-billing-with-eligibility-changes-tracking/ |
It would have been possible to simply delete the addresses, but that would have disrupted the indexing and internal structure of the site, ultimately causing a number of new issues. Therefore, we took the path of least resistance.
Even at the site analysis stage, we noticed that the performance was quite low by modern standards. How low? Well, take a look for yourself:
The loading speed and overall performance of the mobile version do not meet the standards, which negatively affects UX, and consequently, the site’s conversion rate.
The situation with the desktop version is not much better and is also negative in terms of site usability, interactivity, and performance.
Okay, we can see the assessment, but what should we do about it? For example, optimize the site, content, media, structure, HTML markup, code, and partially the back-end.
One of the reasons for the low performance turned out to be raster graphics with high resolution. Yes, even with a good connection, it takes a few seconds to load such an element. And as we know, anything that takes more than two seconds to load risks being closed much sooner. By the way, this Google statistic has been relevant for over a decade, so we’re basing our approach on that.
We also discovered quite a few technical issues that were not optimized and negatively affected the site’s performance as well as the benchmark metrics. Most of them were submitted for further development in time, which accelerated the project’s execution and the achievement of the set goals.
Another technical nuance that affected the indexing of pages and the site by search aggregators was the absence of HTML microdata, which was one of the key and critical reasons for the poor ranking of the website.
Well, there was no other option but to point out this flaw to the technical support team and suggest that they generate the markup according to the following template (an example from the contact block):
| <script type=”application/ld+json” {“@context”:”http://schema.org”, “@type”:”Organization”, “brand”:” {Company_name} “, “logo”:” {logo_URL} “, “name”:” {site_domain} “, “url”:” {page_URL} “, “sameAs”:[ “https://www.facebook.com/{facebook_id } “, “https://t.me/s/{twitter_id } “, “https://www.linkedin.com/company/{linkedin_id } “], “department”:[{“@context”:”http://schema.org”, “@type”:”Organization”, “location”: {“@type”:”Place”, “address”: {“@type”:”PostalAddress”, “addressLocality”:” {City_name} “, “streetAddress”:” {Street_name} “}, “telephone”:” {telephone_number} “, “name”:” {company_name} “, “image”:” {main_image_URL} “ }}]} </script> |
Similarly, we configured other pages, such as blog posts, team expert profiles, and so on. And this really had an impact on indexing, just as much as the next point.
The robots.txt file tells the search engine crawler what should be indexed on the site and what should be avoided. After analyzing the existing algorithm, we decided to optimize it a bit and configure it as follows:
| User-agent: * Allow: */uploads Allow: /*/*.js Allow: /*/*.css Allow: /wp-*.png Allow: /wp-*. svg Allow: /wp-*.woff Allow: /wp-*.ttf Allow: /wp-*.jpg Allow: /wp-*.jpeg Allow: /wp-*.gif Sitemap: https://approvedadmissions.com/sitemap.xml |
In addition, we asked the technicians to exclude from indexing, specifically:
This way, we were able to restrict search crawlers from accessing pages that could potentially have a negative impact on the site’s ranking.
By the way, these are not all the technical aspects we worked on with the IT team at Approved Admissions. However, these specific details played a critical role in indexing and the site’s promotion potential. So, let’s stop here and move on to the favorite part, namely, the operations that directly positively affected the company’s site ranking.
Although the technical part was critically important, without a high-quality marketing strategy and direct operations aimed at promoting the resource and the company as a whole, it would have been in vain. Therefore, we also invested significant effort into these processes and specifically prepared the following steps:
Now, let’s go through these and some other points in a bit more detail.
Do you know what top search results look like? They usually include:
For example, as seen in this case:
Here, it’s possible and even necessary to use emojis, though not in serious topics such as medicine or insurance. That said, the Title, Description, and sometimes even the H1 tags were missing from the target pages.
After analyzing all sections of the site, we compiled a list of pages where meta tags were absent, delegated the task of creating them to our partners, and then added them to the target pages. Okay, this wasn’t the first step of the plan, but it was still important for implementing the rest of the project.
Publishing thematic content on external resources is beneficial for at least two reasons:
Therefore, part of our strategy for promoting Approved Admissions focused on generating organic traffic from external sources. And the tactic worked, as some of the traffic came from trusted portals and platforms.
Typically, published content already contains markup with the correct hierarchy of headers. However, when content is placed on the website, its markup may be modified to fit a certain design or style. And it doesn’t always turn out to be correct, which search bots notice, resulting in worse ranking of the page with the publication.
During the site analysis, we noticed a number of issues with the hierarchy and structure of the content placement. For example:
Instead of H5, there should have been <span> or <div> tags, as the H3 and H4 subheadings are missing in the hierarchy of the structure.
Similarly, in this case, H3 should be placed under H2, not skipping directly to H4.
Accordingly, we created a technical specification outlining the main conditions for publications, including:
We passed on similar requirements to our copywriter partners, as we simultaneously launched work on new thematic content for the site.
The blog is the optimal place for publishing content rich in SEO components. Therefore, we focused on preparing tasks for our partners, who had to implement a series of publications on relevant topics within a short time. In addition, we suggested that the IT team optimize the page markup according to the following template:
| <script type=”application/ld+json”> { “@context”: “https://schema.org/”, “@type”: “Blog”, “@id”: “{URL}”, “@url”: “{URL}”, “mainEntityOfPage”: “{URL}”, “name”: “Blog”, “description”: “{description} “, “publisher”: { “@type”: “Organization”, “@id”: “https://approvedadmissions.com/”, “name”: “Approved Admissions”, “logo”: { “@type”: “ImageObject”, “@id”: “{URL}”, “url”: “{URL}”, “height”: “{252}”, “width”: “{392}” } }, “blogPost”: [ { “@type”: “BlogPosting”, “@id”: “{URL}”, “mainEntityOfPage”: “{URL}”, “headline”: “{header}”, “name”: “{header}”, “datePublished”: “{date format 2019-05-14}”, “dateModified”: “{date format 2019-05-14}”, “author”: { “@type”: “Person”, “@id”: “{author page URL}”, “name”: “{name}” }, “image”: { “@type”: “ImageObject”, “@id”: “{image URL}”, “url”: “{image URL}”, “height”: “{252}”, “width”: “{392}” }, “url”: “{URL}” } ]} </script> |
And simultaneously integrate the algorithm for processing new publications according to the template:
| For a blog use BlogPosting, for news sites Article or NewsArticle. <script type=”application/ld+json”> { “@context”: “https://schema.org/”, “@type”: “BlogPosting”, “mainEntityOfPage”: { “@type”: “WebPage”, “@id”: ” https://www.site.com/blog/article-example/ “}, “headline”: “Article title “, “description”: ” A brief description of the article. Preview. If there is no preview, you can take it from the meta description “, “image”: { “@type”: “ImageObject”, “url”: ” https://www.site.com/image.jpg “, “width”: ” 150 “, “height”: ” 150 “ }, “author”: { “@type”: “Person”,”url”: ” https://www.site.com/autor-page “, “name”: ” Author Name “ }, “publisher”: { “@type”: “Organization”,”name”: ” Publisher Name “, “logo”: { “@type”: “ImageObject”, “url”: ” https://www.site.com/publisher-logo.jpg “, “width”: ” 70 “, “height”: ” 70 “ }}, “datePublished”: ” 2023-07-28 “, “dateModified”: ” 2023-08-22 “ } </script> |
As a result, we were able to optimize blog posts and automate the formatting of new materials. This positively impacted, in particular, the indexing of the page content by search engines.
Trust level is important for branding and promotion in the medical and insurance sectors. Therefore, as part of the project, we decided to focus on promoting the key experts of the Approved Admissions company. Thus, we implemented a new page with the specialists’ details and contact information:
This page not only contains links to LinkedIn profiles but also features the experts’ pages, which include:
In fact, we implemented the same rules for blog posts. However, you must agree, it’s much more pleasant to view complete and expert pages of specialists, rather than just their photos and names. This contributes to branding and increases the trust level of the target audience.
Every website (regardless of its profile) must include the following pages:
While they are not indexed, they should appear on the site map for quality indexing by search engines. Since these pages were absent in the existing iteration, we provided the contractors with specifications to develop the corresponding pages, thus improving the ranking.
Last but not least. Using specialized tools, we conducted cluster analysis related to the activities of Approved Admissions, gathered the semantic core, and involved our copywriting partners.
As a result, we optimized the existing content and created new SEO-friendly content that significantly improved the visibility of the site and individual pages in search engine results.
The project results may not seem too impressive, but first, they were achieved in a short period of time, and second, the results will continue to manifest in the future. Therefore, at this stage, we only have the following metrics.
From February 2024 to November 2024, we achieved:
Backlink profile of the website
Overall growth metrics in organic search traffic
Cluster “How to Verify Patient Insurance Eligibility and Benefits”
Cluster “Skilled Nursing Facility Billing Guidelines”
Cluster “Insurance Verification API”
Cluster “Handling Medical Billing Denials”
Cluster “Insurance Verification Software”
As of the project closure, these metrics reflect the achieved results. Currently, they might be slightly higher.
This case clearly demonstrates that technical site optimization is just as important as traditional SEO and promotion through various tools and methodologies. In our opinion, the key factors contributing to the project’s success were:
Want to achieve similar results? Find out how our team can assist in promoting your website. Contact a Luxeo manager for a consultation!
CONTACTS
6 Burrows Court, Liverpool, United Kingdom, L3 6JZ
Promotion application: order@luxeo.team
For partnership: partner@luxeo.com.ua
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