How a Subdomain-to-Subfolder Content Migration Grew Organic Sessions 44% for Delta Dental
Driving organic growth through strategic content migration and optimization.
THE CLIENT – delta dental
Delta Dental is the largest dental insurance provider in the nation, comprising a network of 39 independent companies, offering coverage to over 85 million people.
Our Results
44%
Increase in organic sessions
100
New featured snippets
37%
Increase in organic search sessions for top articles
Challenge
Despite strong brand recognition, the client saw lackluster organic visibility of its health content.
Delta Dental had been working with Wheelhouse DMG® since 2014 in various capacities to help improve their overall digital visibility and organic search performance for their main website and various Member Company websites.
After noting that the client’s web content did not perform as well in Organic search as their brand-name recognition would suggest, we proposed that they improve their organic search visibility and authority by migrating their large library of health website from a subdomain to a new and thoroughly optimized folder on their primary domain.
Approach
Strategic migration management and multi-disciplinary optimization.
Wheelhouse DMG helped support the migration by planning the process and managing the site structure updates, URL mapping, content migration, and reporting pre- and post-migration. Wheelhouse also tested content consolidation and optimization of content from the the Top 10 high-performing articles from their existing library and, through topical depth optimization, created more comprehensive and structured versions of those articles in the new environment in an attempt to achieve more organic search performance.
Throughout this process, technical specialists and developers, analysts and tagging engineers, and content specialists from various teams at Wheelhouse worked together seamlessly to ensure that we executed the work in a manner that would provide as much value as possible for both our client and the hundreds of thousands of users who would look to the content library for answers to crucial dental health questions.
Outcomes
The new content library subfolder drove significant increases in organic sessions.
The new content library subfolder drove significant overall year-over-year increases in organic sessions, dozens of new featured snippets, and improved search traffic for the top-performing articles that we optimized most extensively.
Even more importantly, the success of the strategy helped clarify for the client the best next steps for other upcoming migrations and consolidations of their various digital properties, and also enabled them to better understand the needs, preferences and user journeys of their customers.
