Priority Health
We gave an insurance powerhouse's in-house team the direction it needed. Now they rank for 60,000+ keywords and draw thousands of visitors a day.
Measured in GA4 and Google Search Console, 2024. Organic search only.
A nonprofit health plan with a team that needed a map
Priority Health is a nonprofit health benefits company focused on improving the health and lives of one million members across Michigan.
They already had people managing SEO. What they didn't have was a clear answer to which improvements would move the needle. They wanted a partner who could audit the whole site and strategy, then hand them a plan.
✓ We delivered.
A capable team without a clear direction
The problem wasn't effort. It was knowing where to point it. Competitors were outranking pages that should have been winning, and nobody had audited why.
Before — the problem
- ✕No prioritized roadmap. An in-house team ready to work, but unsure which improvements mattered most.
- ✕No keyword map. No researched list of the searches they should be visible for.
- ✕Losing to competitors. Existing pages had fallen behind rivals with stronger organic presence.
- ✕ Never fully audited. No outside review of the site or the SEO strategy behind it.
After — the fix
- ✓Comprehensive audit. Site and strategy reviewed, with a clear order of what to fix.
- ✓Researched keyword list. The searches that make sense for a health plan to own, handed to their team.
- ✓Competitive analysis. Key competitors identified, organic strength compared, losing pages updated.
- ✓Content and links. Helped write some of their most visible pages, backed by a backlink campaign and citation cleanup.
Audit, research, compare, execute
Learn the customer's language first, then rebuild the site around it, then publish and earn the authority to rank.
Audit everything
A comprehensive review of the website and current SEO strategy, ending in a prioritized list of improvements.
Research the keywords
A full list of the searches a Michigan health plan should be visible for, tailored to their plans and members.
Study the competition
Key competitors identified and their organic strength measured. The gap showed which existing pages needed updating.
Write, link, and show up locally
Helped write their most visible content, ran a backlink campaign, and cleaned up citations and Google Business Profiles.
Thousands of visitors every day, from search alone
Organic search traffic was up 74.87% year over year by July 2024. That growth came from updating pages that were losing to competitors and writing the ones that were missing.
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What this took, in plain terms
They already had an SEO team. Why bring us in?
For direction, not headcount.
Their team could execute. They needed a partner to audit the site and strategy, then say which improvements come first and why.
What did you actually do?
Audit, research, then execute alongside them:
- •Comprehensive site and SEO strategy audit, plus sitemap consolidation
- •Keyword research and competitive analysis against their key rivals
- •Content for their most visible pages, on-page optimization, backlinks, citations and Google Business Profile
What were the results?
74.87% more organic traffic, year over year.
Plus 7.29M impressions from December through February, 144,966 organic goal completions this year, a 4.4% clickthrough rate, and rankings for more than 60,000 keywords. All organic, all measured in GA4 and Search Console.
Would a smaller company see the same numbers?
Not at this scale.
Priority Health serves a million members and started with a large site. What transfers is the approach: audit first, research the keywords that matter, study who outranks you, then update the pages that are losing.
Want numbers like these for your company?
Start with a free audit. We'll show you what's leaking leads and what it would take to fix it.
Join 200+ businesses that have transformed their online presence with our proven SEO strategies.
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A 30-minute callWe look at your site together. No pitch deck.
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Your opportunity mapThe searches you should own in your service area, and who owns them now.
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A plan with numbers in itWhat we would do first, what it costs, and what to expect by busy season.
Not ready for a call? Our pricing is public, so read it first.
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