LinkPAs is a medical recruiting firm owned and operated by a Physician Assistant with over 25 years of experience in the field. LinkPAs helps physicians, PAs, and NPs find great jobs and advance their careers. They also help medical practices and hospitals find the best candidates possible.
LinkPAs wanted to add a new, incremental, revenue-generating acquisition channel. They agreed with us that organic search was the best route to go since it returns compounding growth over time.
With a brand new website they wanted to:
- Increase top-of-funnel organic traffic through blog content
- Rank for the keyword “physician assistant recruiters”
To accomplish the project goals, we:
- Ran our Keyword Gap Analysis to find areas their competition was ranking for but they weren’t.
- Built our Data-Driven Editorial Calendar to plan on how to fill those gaps by focusing on the highest ROI opportunities first.
- Plugged LinkPAs into our content marketing process to produce the high-quality content they needed to rank.
- Ran our Internal Link Analysis to help distribute link equity throughout the site to key pages that supported their overarching business goals.
Keyword Gap Analysis
We started the campaign by running our proprietary Keyword Gap Analysis.
Our Keyword Gap Analysis pulled all the keywords from LinkPAs’ competitors. We then aggregated those keywords at the page level, determined what the “main keyword” should be for each topic, and prioritized the topics based on rankability.
This is our proven approach to keyword research. It allows us to find the lowest hanging fruit first and ensures we’re being comprehensive in our topic selection.
Data-Driven Editorial Calendar
Once we finished the Keyword Gap Analysis, we built our Data-Driven Editorial Calendar which focuses on content strategy development using our financial projection models to identify exactly which content should be created and in what order to get clients the most business value from organic search.
From this, we were able to show LinkPAs the amount of potential revenue they would generate and the costs associated with content marketing. Ultimately, this allowed us to estimate a return on investment (ROI) for content marketing.
Using the Data-Driven Editorial Calendar as our northstar, we began creating content for LinkPAs using our proven content production process that involves finding the best writers for the industry, assessing their abilities, and providing them a structured approach to content that drives traffic from Google.
Internal Link Analysis
We wanted to rank LinkPAs for
physician assistant recruiters so we ran an internal link analysis to optimize the internal link equity on their landing pages and optimized for that keyword. Our internal link analysis leverages both Kevin Indig’s TIPR model with our own custom machine-learning algorithm to identify how pages are semantically related to one another and should be linked.
0-30K Organic Visitors/Month in Just 9 Months
In 9 months, we increased traffic to LinkPAs’ brand new website from 0 to 30k organic visits per month.
Ranking #1 for Target Keyword
We also got LinkPAs to rank #1 for their target keyword:
physician assistant recruiters.