More Than A Blog

Situation: Moichor’s digital footprint was minimal when I was hired. A Google search for Moichor only yielded the company itself or several staff that worked at the company.

Task: My task was to build Moichor’s online presence, and I used the company blog to do so. However, veterinary diagnostics requires specialized knowledge, and with the Directors of Clinical Medicine and Pathology being busy developing new tests, I also had to find specialized writers, specifically veterinarians, to carry out the work.

Action: I first worked with the Head of Marketing and Director of Clinical Medicine to identify keywords they thought we should rank for. Afterwards, I set the company up with Semrush, an SEO tool, and I began tracking our positioning with those keywords in May of 2022.

A canine cbc, or complete blood count, was one of the words Moichor needed to rank for. However, the keyword difficulty (marked as an orange or green dot above) was too high for this word specifically. So, I looked for the easiest related word, in this case “canine cbc reference ranges” with an easy difficulty rating of 19, and brought this as a potential blog idea to the Director of Clinical Medicine.

The word was perfect — it had a commercial intent (marked “C”), and a volume of 20 searches per month, which in a B2B veterinary diagnostics environment was an acceptable minimal amount.

The next move was to find a veterinarian who could write an article about canine cbc reference ranges. I scoped LinkedIn for veterinary writers and found Dr. Elizabeth Youens.

I had the Directors of Clinical Medicine and Pathology spot check Dr. Youens’s credentials to make sure they aligned with the rigor we needed to display to veterinary peers, and she passed. Once Dr. Youens agreed to be a writer for Moichor, I tasked her with learning how to use Frase, a content-optimization tool.

The above photo is an example of after we had optimized her first draft using Frase. Note the keywords on the right that were needed in order to score for “canine cbc reference ranges.” The average site score for this keyword is generally 36.7%, but through careful wording and a high originality score, I was able to get Dr. Youens to achieve a 91%. The added benefit of teaching Dr. Youens to use Frase was that she was also tasked with optimizing other writers’ articles which left me time to implement other duties.

After the 1st draft was written, I brought the article to the Directors of Clinical Medicine and Pathology to verify all of the information. Afterwards, I posted the article on our blog. And what were the results of the blog article?

Result: Look at the links on the far right that end with “…ions-with-age” in the image above, and you’ll see how this careful planning with the sub-word “canine cbc reference ranges” helped us rank on the first page of Google for “canine cbc". In fact, this strategy worked so well with dogs, we did it for cats too. These blog articles brought in more organic content into our website, and we were also able to track the effectiveness of this funnel using HubSpot and Google Tag Manager.