Craig Hospital | Integrated SEO & SEM Campaign
Craig Hospital (Craig), a world-renowned rehabilitation hospital that exclusively specializes in the neuro-rehabilitation and research of patients with spinal cord injury and brain injury, wanted to improve its search engine visibility to elevate brand awareness and affinity, increase website traffic and drive patient acquisitions and referrals.
CenterTable executed a robust search engine marketing (SEM) program, including search engine optimization (SEO) and pay-per-click (PPC) search advertising, as part of a robust, integrated communications campaign.
An SEO audit, including keyword research, UX/UI analysis and technical SEO evaluation, provided strategic direction and prioritization for ongoing SEO tactics. CenterTable worked in partnership with the GroundFloor Media PR team to identify and capitalize on strategic link-building opportunities and content development. Implementation of and training for Craig team on on-page SEO ensured best practices were followed and top of mind. CenterTable also served as a liaison between the Craig team and their partner development team through system updates, SEO recommendations and special projects, such as a Resource Library overhaul.
In addition, CenterTable took over management of two existing pay-per-click (PPC) accounts, including a standard Google Ads account and a Google Ad Grants account for nonprofit organizations. CenterTable overhauled the existing accounts’ structure, ad copy, keyword targeting and overall strategies to create highly-targeted campaigns that garnered improved click-through rates (CTR) and conversion rates (CVR), increasing search engine visibility.
Craig earned improved search engine visibility and increased paid and organic search traffic to the website:
12.33% increase in paid traffic over a two-year period
Google Ad Grant account: Increased CTR from 1.46% to 6.57% and increased CVR from 1.08% to 5.86%
Standard Google Ads account: Increased CTR from 2.35% to 3.07% and increased CVR from 1.82% to 17.81%
135.13% increase in organic traffic over a two-year period
3.6% average CTR
1.35% average CVR