Case Studies
Using SEO to Build Value for Members
American College of Allergy, Asthma and Immunology
Many allergy sufferers never see an allergist, even for debilitating symptoms. To educate patients about the value of an allergist's care, Reingold created a website that appears at the top of search engine results, annually garnering more than 7 million visits and nearly 160,000 allergist searches.
Challenge
To raise awareness among patients and educate them about allergy and asthma symptoms and treatment, the College needed a website with search engine-friendly infrastructure and unmatched content, built on keywords that patients search for the most. But search engine optimization (SEO) needed to be balanced with a user-friendly experience to meet users' needs once they arrived on the site.
Solution
Reingold created the website with architecture mirroring the way allergy sufferers search for information. Each page features content that performs well in search engines, but also includes navigation to help users jump to their topic of choice. Through user experience and A/B testing, we optimize page content and design to maximize traffic, conversions, and uses of the "Find an Allergist" tool.
Since 2009
increase in search traffic
increase in "Find an Allergist" tool uses
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