Search Engine Optimization
Driving High-Intent Organic Traffic for a Cancer Treatment Center
A nationally recognized cancer treatment center set out to improve its visibility for non-branded searches related to symptoms, conditions, and treatments. Despite its strong medical reputation, the organization wasn’t capturing early-stage search demand from patients seeking trustworthy information. To close this gap, the center partnered with Marcel Digital to develop an SEO-driven content strategy that would expand reach, improve rankings, and drive qualified organic traffic.
The Challenge
A nationally recognized leader in cancer treatment sought to increase its online visibility for non-branded search terms - keywords related to cancer symptoms, treatments, and conditions but not directly tied to its name. While its medical expertise was well-established, the center wanted to attract a broader audience searching for information on cancer conditions they treat to ensure their expertise reached patients at the crucial early stages of research. However, their existing content did not rank prominently for many high-value non-branded keywords. Key challenges included:
Low Visibility for Condition- and Symptom-Based Searches
Existing content didn’t rank for non-branded keywords, making it harder to reach patients during early research stages.
Need to Broaden Audience Reach Beyond Brand Searches
The center needed to connect with individuals seeking information on conditions they treat, not just those already aware of their name.
Lack of SEO-Aligned Content Strategy
A structured content plan was required to compete for high-intent medical queries and improve search performance.
The Analysis
Marcel Digital conducted a detailed review of the cancer center’s organic search performance and content ecosystem. The analysis revealed that while the organization had strong brand authority, it was missing key opportunities to reach patients searching for symptoms, conditions, and treatments.
Limited Rankings for High-Intent Medical Queries
The site underperformed for non-branded keywords tied to conditions they treat, making it difficult to appear in early-stage patient research.
Missed Opportunities in Symptom & Treatment Searches
Search data showed strong demand for informational content, but existing pages weren’t structured or optimized to capture this traffic.
Content Lacked Depth & Optimization
Blog articles and resource pages lacked the keyword targeting and topical depth needed to rank. Using Google Search Console and keyword research tools, Marcel Digital identified high-impact content topics to attract users seeking trustworthy medical information.
The Solution
Marcel Digital developed and executed a targeted content creation strategy focused on non-branded search visibility. Over the course of the campaign, 10 high-impact blogs were published covering essential topics around cancer symptoms, early warning signs, treatment options, and patient concerns. Key elements of the strategy included:
Data-Driven Topic Selection
Using search trend analysis, we identified blog topics aligned with high-volume, low-competition non-branded keywords.
SEO-Optimized Content
Blogs were structured for search intent, incorporating semantic keywords, structured data, and clear, informative content.
Engaging, Authoritative Writing
Content was developed to both educate and engage users, encouraging longer site visits and interactions.
The Results
The impact of Marcel Digital’s content-driven SEO strategy was profound. The 10 blogs alone accounted for:
77.19% of total organic clicks in the past year (641,157 clicks).
53.82% of all organic impressions, demonstrating strong visibility.
5 out of 10 blogs drove more traffic than the homepage, an extraordinary outcome for non-branded content.
Additionally, keyword analysis revealed that the new blogs ranked for high-intent, condition-specific search queries, including:
Symptom-Based Searches - “stomach cancer symptoms,” “ovarian cancer symptoms”
Diagnosis & Treatment Searches - “how I knew I had stomach cancer,” “types of leukemia”
Condition Awareness Searches - “what to do if you have prostate cancer”
Beyond traffic and rankings, the content also attracted valuable backlinks, strengthening the center’s domain authority and long-term SEO performance.
