SEO implemented in marketing strategy

For more than 15 years, ZorgKiezer has been the largest independent healthcare comparator. At ZorgKiezer, people believe that showing differences between hospitals, dentists and health insurances provides more insight. Opt for the best hospital, the cheapest dentist or the best health care premium. They are happy to make that possible. The cooperation with ZorgKiezer has resulted in fully devising and implementing a strategy and annual plan for 2022, optimizing both ZorgKiezer's content, technology and reputation. This in collaboration with external parties and employees of ZorgKiezer.

During a long-term partnership with ZorgKiezer, we worked in the following way:

Analysis

Using SEO tools such as Ahrefs, Frase.io, Google Search Console, Google Analytics, Screaming Frog and Lighthouse, the necessary data has been collected to see how ZorgKiezer is currently performing in Google. During this analysis, we mainly looked at where the organic transactions are and what their potential is. By investigating how competitors are doing with these keywords and what difference there is to bridge.

Strategy

Monitoring and reporting current data is something that has happened during the analysis and takes place on an ongoing basis. This provides a lot of guidance for daily practice in Jira and Trello. In addition, an annual plan was created that immediately addressed the biggest opportunities such as optimizing content on pages, the link structure, other best practices related to technical SEO and the backlink profile.

Technique

The technical part of this assignment was carried out by technical SEO specialists on location. They set to work on eliminating the most important error messages that exist within the various SEO tools. Attention has also been paid to the XML sitemap, URL structure, mobile responsiveness, SSL certificates, structured data, 301 redirects, robots.txt and improving website speed. In addition to zorgkiezer.nl, attention has also been paid to the subdomain blog.zorgkiezer.nl, by generating more visibility via Google News and Google Discover. In 2022, the most important steps were taken in cooperation with a party that is fully specialized in this.

Content

Writing content is one thing. Writing the right content is different. Relevance is key to a successful content strategy. Content that helps comparators and shows that ZorgKiezer is an independent platform. Through clear briefings and external copywriters, ZorgKiezer's content strategy was implemented. In addition, attention has mainly been paid to optimizing pages that provide the best traffic, the news section that is constantly refreshed and informing visitors who are busy comparing health insurances. In addition to SEO landing pages, consider themes such as collective discounts, sustainability and the arrangement for Ukrainian refugees.

PR

A good reputation is one of the most important ways to do well in Google in this market. Due to the strong backlink profile of competitors, it has proven to be an enormous challenge to improve this. By speaking to the press as well as possible and frequently, we have succeeded in taking steps in this regard. In addition, a link building strategy was chosen that mainly focuses on outreach and other websites pointed to specific ZorgKiezer content and functionalities to link to. As a result, ZorgKiezer's keyword positions continued to improve over the course of 2022.

The only thing that matters in the end is the result. For ZorgKiezer, this collaboration has resulted in an improvement in the number of organic transactions of 45.85%. In addition to the improved positions in Google, this has also had to do with a strong improvement in market conditions. For example, in 2022, around 1.4 million people changed health insurers. In the past six years, the number of switchers has not been that high. Around 8% of all insured persons opted for a different health insurer in 2022. While the percentage of switchers is normally between 6% and 7%.