WebMD, Mayoclinic, etc.
The page interrupted what the user was looking for with an un-related video speaking more broadly on the client’s services rather than addressing search intent. We also lacked keyword targeting within headings and content.
1) Removed banner heading to move content up the page and above the fold.
2) Moved non-keyword related video down the page.
3) Added heading targeting target keyword.
Time period – 2021-05-20 – 2021-06-19 vs 2021-04-19 – 2021-05-19
New Clicks – 5,980 (157%)
Old Clicks – 3,809
New Impressions – 671k
Old Impressions – 548k
New CTR – 0.9%
Old CTR – 0.7%