SleepQuest
Achieving a 10x Increase in Organic Traffic for a YMYL Site
Client Overview
SleepQuest is a leading sleep health provider offering telemedicine consultations, home sleep tests, and CPAP therapy for Obstructive Sleep Apnea (OSA). As a multi-location provider in the Your-Money-Your-Life (YMYL) space, establishing trust and authority is paramount.
The Challenge
In early 2022, SleepQuest had limited non-brand visibility for core medical and commercial keywords. The content was fragmented, collection pages were thin, and the site lacked the strong E-E-A-T signals required to compete for high-stakes healthcare queries. The connection between clinical content (symptoms, diagnosis) and commercial flows (device sales, resupply) was weak.
Objectives & KPIs
Our goals were to scale qualified organic traffic, strengthen E-E-A-T signals to build authority in the YMYL space, and connect the clinical pathway to direct conversion and revenue outcomes. KPIs included organic sessions, Top 3 keyword rankings, and conversions for telehealth bookings, test orders, and device sales.
The Strategy & Implementation
We executed a comprehensive strategy to build medical-grade authority:
- Technical SEO: We first contained parameter sprawl with canonical/robots rules and split sitemaps by content type to signal priority. Core Web Vitals were improved by fixing template-level issues to stabilize performance.
- On-Page & Content Hubs: We restructured content into clear care path hubs (e.g., "What is OSA?" → Symptoms → Diagnosis → Treatment). We embedded structured FAQs and `HowTo` schema to capture rich results and answer critical patient questions about insurance, device setup, and compliance.
- E-E-A-T & Trust Signals: All medical guides were updated with expert bylines, fact-checking stamps, and references. Location pages were enhanced with provider credentials and accepted insurance information. This established SleepQuest as a credible medical resource.
- Commerce Alignment: We bridged the gap between clinical and commercial content by rewriting device category introductions and strategically interlinking clinical articles to the store and resupply flows.