Case Study: Dominating SERPs in the Telehealth Sector

We received this case study from John Mcalpin, SEO director at Cardinal Digital Marketing.

On behalf of a client who operates in the telehealth sector (US-based company), Cardinal Digital Marketing started using Inlinks around January 2020 and focused mainly on the following 3 features :

• Semantic schema markup
• Automated internal linking (helped find opportunities they may be missing)
• Research for content generation (creating new briefs)

This client now ranks number 1 for multiple keywords around telehealth (Online therapy & psychiatry appointments).

The Methodology Used

Cardinal Digital Marketing use Inlinks to map out a knowledge graph of entities (topics) already mentioned in the website. This allowed them to manually assign ‘TARGET‘ pages to the main concepts. Inlinks was then able to:

1. Automatically generate targeted internal links from the body of the site
2. Automatically generate About and FAQ Schema
3. Inject the internal links and schema automatically thanks to a simple line of Javascript code

Project Overview

Target Pages (Topic Associations)

Cardinal Digital Marketing associated 69 pages with recognized entities as defined in Wikipedia.

Internal Links

Following these topics associations, Inlinks generated 432 internal links in the body text of the site to reinforce the authority of any given page in relation to any given topic. Moreover, the links generated enable the reader to easily navigate through the content to find an authoritative page on any given topic.

Schema Markup

Inlinks injected automatically 3 types of schema markup in 58 pages. ‘About’ and ‘Mentions’ schema relates to the underlying meaning of each web page, turning implicit signal to explicit proposal for machine learning. Inlinks also creates FAQ Schema on the fly for the pages where questions are found in paragraph headers.

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