3x organic conversions in only 10 months
Dawn Health helps people take charge of their lives through better sleep. The company delivers calls, chats, and sleep resources whenever and wherever you need them, all from the convenience of your phone.
When Dawn Health first approached Fire&Spark, they were planning a new site launch and wanted to guarantee no technical issues would affect it. But, they were also aiming to build a website that would help them dominate the search results in the long-run, and hoped to rely on SEO as a consistent source of revenue.
Fire&Spark worked with Dawn Health to create an SEO strategy that aligned with their goals to cement them as an authoritative information source, and to build a moat of organic traffic that put them ahead of their competitors. After we guided them through a successful site migration and optimized existing content, we then developed an Authority First SEO™ strategy that prioritized authority-building tactics guaranteed to get Google’s attention.
The healthcare space is especially difficult to rank in because Google considers these sites particularly risky. Search engines do not want to support something untrustworthy, especially when it can affect somebody’s health. Because of this, Google usually tends to only highlight a handful of the same sites within the healthcare space (Healthline, webMD, etc).
As a result, Fire&Spark focused on establishing authority for Dawn Health, proving to Google that the site could be trusted. To do so, we introduced an Authority First SEO™ method that included:
- Working with reputable authors
- Selective and thoughtful keyword targeting
- Creating high-quality content that effectively matches search intent
“Fire&Spark takes extreme ownership and works very well with your team. Invest early in SEO and work with Fire&Spark if you can!”
– Rahul Shivkumar, Dawn Health
Fire&Spark prioritized improving on-page ranking factors that would demonstrate the site’s authority within its industry. Fire&Spark’s Authority First SEO™ strategy foregrounded optimizations for Google’s new definition of “authority”. While backlinks are still a pillar of SEO success, Google is now looking for additional signals of authority, primarily content quality.
After preparing a technical SEO audit and fixing all high-priority issues, we moved on to keyword research and on-page optimizations. Then, once the Dawn Health site was able to be properly crawled and indexed by Google, we moved on to building a content-first campaign designed to boost the site’s authority and credibility.
In only 10 months, Dawn Health tripled organic conversions! Additionally, the site saw a 6x increase in clicks. They are currently ranking in the top organic slots for high value industry terms such as “psychophysiological insomnia”!
Dawn Health was the most excited about how much organic came to dominate their overall acquisition strategy. In particular, they appreciated how the share of total conversions coming from organic searchers grew over time. The surge in “free” organic traffic and conversions was incredibly appealing to their investors. Thanks to Fire&Spark’s Authority First SEO™ strategy, the company reduced customer acquisition costs and started getting better ROI from organic traffic than paid ads!