Nobel Biocare is one of the market leaders in the production of high quality dental implants and individualized prosthetics. When I joined the company as a digital acquisition marketing specialist, driving organic traffic was a top priority since most of the traffic came from branded search terms.
After performing an audit and fixing technical issues (metadata, markup, redirects) I started working on an inbound marketing funnel. In this phase, it was crucial to give more visibility to the top of the funnel, educational content that was already on the website, but so nested and poorly linked that Google wouldn’t be able to find it. This is why I decided to move that content to a proper blog that would serve as a traffic driver.
I created a blog on a subfolder of the main domain, created proper tagging and categorization, and moved the content there after creating a redirect map (we also rewrote most of the URLs following Google’s best practices).
TRAFFIC GRWOTH YoY