How RicketyRoo Revived Digital Visibility for a Texas Healthcare Provider
When our healthcare client came to us, their ER pages were practically on life support. With little unique content and few internal links resulting in limited visibility, countless potential patients struggled to find the care they needed.
When RicketyRoo stepped in, we were determined not just to improve traffic but to ensure the community could access better emergency services when it mattered most.
Diagnosing the Problems
Anemic content and internal linking
The existing ER pages were nearly invisible—spare in content and lacking internal links. These important pages weren’t included in the site’s main nav or footer, making them hard for users and search engines alike to find.
Ailing backlink profile
Despite the client’s status as a trusted healthcare provider, their website lacked the backlinks necessary to compete locally. Competitors with more robust link profiles were consistently outranking them.
Crowded local market
Freestanding emergency rooms don’t just compete with each other—they compete with urgent care centers, telehealth options, and hospitals for digital attention. Cutting through the noise required a focused, locally relevant approach.
RicketyRoo’s Prescription for Success
Comprehensive location page redesign
We transformed the ER pages by expanding their content, adding local associations, and including FAQs specific to each location. Links to key conditions treated at each ER were prominently featured, ensuring the pages were informative and conversion-friendly.
Topic cluster development
We created in-depth pillar pages addressing common ER conditions to improve topical authority. Supporting blog posts explored these conditions in more detail, creating a robust content ecosystem. We also developed location-based clusters to highlight city-specific health topics and drive engagement.
Strategic internal linking
We redesigned the site’s navigation to include direct links to ER pages and implemented an internal linking strategy using blog posts and condition clusters. This approach ensured seamless navigation for both users and search engines.
Local and topical link-building
Using our proprietary link-building tool, we analyzed competitors’ backlinks and identified high-priority opportunities. We secured quality backlinks from local churches and other community organizations by leveraging the client’s faith-based connections.
On-the-ground collaboration in Texas
Two RicketyRoo team members traveled to Texas to meet with stakeholders and immerse themselves in the client’s culture. This hands-on approach ensured our strategy reflected the healthcare provider’s values and community impact.
Results: A Clean Bill of Digital Health
306% traffic growth for ER pages
Clicks to the ER pages soared, exceeding the initial goal of doubling traffic. Over the same period, the rest of the site experienced only an 8% increase in clicks, highlighting the campaign’s precision and effectiveness.
54% increase in direction requests
Direction requests—a key conversion metric—jumped by 54% for ER pages. This growth translated directly into more patients finding their way to the client’s facilities when they needed care.
Enhanced local visibility
Google Business Profile direction requests rose by 36% both year-over-year and period-over-period, further demonstrating the campaign’s impact.
A Healthy Dose of Local SEO Expertise
Would we do it all over again?
Absolutely not.
We don’t believe in one-size-fits-all SEO. We don’t shuffle anyone through rote checklists. Every client who comes to us gets customized roadmaps that meet their real-world needs.
For our healthcare client, we focused exclusively on their highest priority—driving foot traffic to their freestanding ERs. We triaged the options and committed to delivering the work to achieve the client’s goals.
With more patients finding their way to their clinics, our client now thrives in a highly competitive market.