The Schema App Situation
AdventHealth was planning a massive rebrand that would consolidate over 800 websites using approximately 35 different CMS platforms under a single brand and URL. To mitigate the risk of an anticipated 25% drop in organic traffic in year one, AdventHealth decided to use structured data as a key strategy to help manage the transition within Google Search.
The Schema App Experience
AdventHealth strategically chose Schema App to do the structured data for the rebranding project. Schema App helped avoid development & IT resources and costs and deployed advanced structured data with speed. The goal was to also lead the health industry in rich results, as to literally stand out as an innovative brand.
For AdventHealth, we developed a multi-pronged approach. First, we built transition sites augmented with structured data to notify the search engines about the upcoming rebranding effort. The new name, AdventHealth, was introduced in the transition sites, using the schema.org properties, “alternateName” and “sameAs”.
After the transition, we leveraged the schema.org property “legalName” to reference the new name but continued to note the previous name(s) using “alternativeName”. By doing this, they could create linkages between the old and new sites and inform the search engines that they were the same thing. To add further clarity, Schema App added a “dissolutionDate” and a “disambiguatingDescription” to explain the differences between the old and new sites. We also used “sameAs” properties to solidify the connection between the websites.
Using schema.org to notify the search engines about the rebranding was critical to avoid a negative impact on performance but the team also wanted to bolster visibility so they looked to opportunities to qualify for rich results and implemented FAQ markup and physician reviews on their physician pages.
AdventHealth experienced the same speed of structured data deployment and trusted the Schema App expertise again to respond to COVID-19 too.
What started off as an initiative to mitigate risk from a rebranding turned into an opportunity to stand out in search and drive additional traffic to their websites. COVID-19 caused even more urgency to be visible to help people during the pandemic.
The Schema App Impact
After the rebrand, there was a brief loss in organic traffic followed by significant gains!
AdventHealth experienced growth for all pages:
- 90% increase in clicks
- 40% increase in impressions
- 38% increase in CTR
- Top position in the rankings
/find-a-doctor accounted for 25% of clicks and 26% of impressionsSchema App’s strategy and code did more than mitigate risk, it increased digital presence for AdventHealth
As a result of the structured data deployed for COVID-19, AdventHealth experienced growth for all pages during the first 3 months of the response to the pandemic
- 22% increase in impressions or an incremental 5.4M impressions
- 8% increase in clicks or an incremental 100,000 clicks
Structured data received an endorsement from the White House as a result of the COVID-19 pandemic.