Challenges

Content authority existed but wasn’t converting into rankings for competitive, short-head terms. Gaps vs. EU competitors on topic depth, internal linking, and E-E-A-T. Blog coverage skewed to general topics; BOFU pages were thin. Limited persona focuses on EU clinics/hospitals. Needed a system to graduate from mid-difficulty keywords to head terms.

Goals

Own cloud PACS and DICOM viewer intent, capture EU clinic/hospital demand, and improve organic sessions while maintaining trust. Close competitive content gaps, strengthen E-E-A-T, and build a link-earning engine. Use mid-difficulty keywords to establish topical authority, then target high-competition, short-tail terms (e.g., PACS, EEG) without sacrificing quality or compliance.

Research and Discovery

Ran a full technical/content audit: crawl health, CWV, schema, internal linking, and indexation. Mapped competitor pillars (cloud PACS, VNA, viewer features, security) and identified content gaps by SERP intent across EU markets. Built an entity graph for PACS/DICOM/EEG to guide headings, FAQs, and schema. Assessed backlinks by anchor, topical relevance, and authority to find white-space outreach angles. Interviewed sales/support to capture EU buyer questions (IT, radiology leads, procurement). Defined YMYL/E-E-A-T standards (bios, citations, review process) and measurement (rankings for head terms, qualified sessions, demo/consult actions).

Synthesize Findings

Findings showed: (1) Mid-difficulty clusters (e.g., “cloud PACS benefits,” “DICOM viewer features,” “EEG file handling”) were the fastest route to authority. (2) Strong E-E-A-T plus clear author/reviewer profiles lifted trust. (3) Internal links from clusters to BOFU pages concentrated PageRank and intent. (4) FAQ/HowTo/Product schema increased SERP footprint. (5) Linkable assets (comparisons, checklists) earned natural references, especially from EU organizations. Together, these insights shaped a crawl-friendly IA that funnels readers from education to evaluation—then to demo/consult CTAs.

Ideation and Solution Generation

Delivered three pillars: Cloud PACS, DICOM Viewer, EEG/Modality Workflows, each with comparison guides, integrations, and security pages. Published net-new blogs to close mid-difficulty gaps, optimized landing pages, and introduced structured data (Organization, Product, FAQ, HowTo). Built a link-earning playbook (feature comparisons, migration guides, EU-focused checklists) and outreach to relevant healthcare/IT directories and publications. Implemented intent-based internal linking and CRO: persistent demo bars, trust badges, and persona-specific CTAs for clinics/hospitals.

Reflection

Traffic rose 10K → 12K, but the bigger win was visibility for head terms (PACS, cloud PACS, EEG) and steady link acquisition (~500–700). The mid-difficulty → head-term progression worked once E-E-A-T and internal links matured. DA stayed flat, underscoring that quality topical depth + links mattered more than a single metric. Next time, we’d start author/reviewer ops and schema early, and expand localized assets for priority EU countries to deepen engagement with clinics and hospitals.

Final Solutions

• Comprehensive audit (technical + content + SERP/competitor).
• Pillar/cluster IA for Cloud PACS, DICOM Viewer, EEG workflows.
• Landing page optimization for mid-difficulty keywords, then head terms.
• E-E-A-T system: author bios, citations, clinical review notes.
• Structured data and CWV fixes; cleaner crawl paths.
• ~500–700 earned links via comparisons, checklists, and EU-relevant outreach.
• CRO: demo CTAs, trust elements, persona messaging for EU clinics/hospitals