Because this consumer website is categorized by Google as a Your Money Your Life (YMYL) website, it was critically important to communicate subject matter expertise, experience, authority, and trust.
To do this we worked with the client to optimize their metadata and changed page titles to differentiate the professional and consumer sites. Now both the health professional and consumer website benefit from unique metadata for every single page – making it clear who each website and page is for in the search engine results.
The keyword competitive analysis reinforced the importance of using clear language and keyword phrasing to meet search intent and to stand out from competitors. We saw that our client’s competitors had very clear page titles, headings, meta descriptions, and page content.
We rolled out a strategic keyword plan that made it clear who each website is for and filled keyword gaps overlooked by our client’s competitors.