Laser Tech School

An industry behemoth, the client came to us 15 years ago and wanted to revise all their site content to be less spammy. After a time at the helm of their SEO content marketing team we passed the smoothly functioning process back to them and they have been handling it internally for the last several years with much success. Recently, AI developments in search as well as highly aggressive competition has forced them on the defensive and they have responded with strategic marketing approaches like a full content overhaul, based on low performing pages, as well as a re-evaluation of formatting elements and authorship. The client also recognized the value of adding markup schema site-wide to help clarify the site’s focus and goals. This site was particularly affected by the Helpful Content Algorithm update- due to their industry being “medical-adjacent” and therefore considered YMYL – a factor that hugely increases the necessity for authoritative and trustworthy content (E-E-A-T). Since this is our approach anyway, it was a snap to suggest improving all new content posts with additional links to sources as well as removing any overt marketing language, linking to author’s bios and making sure images chosen on each page were relevant, tagged appropriately, and helpful to users. It helps that they have a recognizable Brand – and that establishes them as an Entity to Google, automatically helping their visibility through Experience and Authority which Google can clearly see from their history online and other citations.