Why did we start the project?
The Challenge
The University of Kansas Cancer Center (KU Cancer Center) is a nationally recognized leader in cancer treatment, research, and patient care. While their expertise was well-established, their online visibility for non-branded search terms—keywords related to cancer symptoms, treatments, and conditions but not directly tied to their name—was limited.
KU Cancer 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. To bridge this gap, KU Cancer Center partnered with Marcel Digital to develop an SEO-driven content strategy aimed at increasing visibility, driving qualified traffic, and improving search rankings.
What's going on?
The Analysis
After an in-depth review of KU Cancer Center’s organic search performance, Marcel Digital identified significant opportunities in content development. The key findings included:
- Limited rankings for high-intent non-branded keywords related to conditions they treat.
- Missed opportunities to capture search traffic from users researching symptoms, treatments, and related medical concerns.
- An underutilized blog strategy, where existing content lacked the structure, depth, and keyword optimization necessary to rank competitively.
Using Google Search Console and keyword research tools, Marcel Digital identified high-impact topics that would improve KU Cancer Center’s search presence and attract the right audience—people actively researching cancer-related conditions and seeking trustworthy medical information.
How Marcel Digital Helped
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.
- Internal Linking & Backlink Strategy – Strengthening the site's domain authority by linking to key service pages and earning high-quality backlinks from external sources.
Through this strategic content expansion, KU Cancer Center significantly improved organic visibility, keyword rankings, and user engagement.
What Happened After Launch?
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 KU Cancer Center’s domain authority and long-term SEO performance.
Long-Term SEO Growth Through Content
Through a data-driven approach to content strategy, Marcel Digital helped KU Cancer Center expand its reach beyond branded searches, allowing more patients and caregivers to discover their expertise organically. By focusing on high-value, non-branded content, KU Cancer Center improved its ability to connect with people searching for trusted cancer information at critical decision-making moments.
This case study demonstrates how SEO-optimized content creation can be a powerful tool for driving organic traffic, improving search rankings, and establishing medical authority online. Marcel Digital continues to partner with KU Cancer Center to refine and expand their content strategy for ongoing SEO success.
Need a Content-Driven SEO Strategy?
Is your organization looking to increase organic search visibility, attract more qualified visitors, and improve SEO rankings? Marcel Digital specializes in SEO-driven content strategies that deliver measurable business results.
Contact Us Today to learn how we can help your organization grow through strategic content marketing and SEO.
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