+280%
Increase in
Search Impressions
+132%
Growth in
Clicks
THE CHALLENGE
BJC Healthcare, one of the nation’s largest nonprofit health systems, operated a highly fragmented web ecosystem with multiple hospital, specialty, and clinic websites functioning independently.
This decentralized structure created major issues:
- Diluted domain authority spread across more than 20 subdomains.
- Inconsistent branding and messaging across hospitals and departments.
- Duplicate and competing content in search results.
- Limited visibility for non-branded search terms like “heart doctor near me” or “urgent care St. Louis.”
- Disconnected analytics and lead tracking systems.
The goal was to consolidate all hospital websites into one unified, high-performing platform under the BJC.org domain preserving SEO equity, simplifying user navigation, and amplifying overall organic growth.
OUR SOLUTION
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Domain consolidation of all BJC hospitals and microsites
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Full 301 redirect mapping and implementation
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Technical SEO cleanup and crawl budget optimization
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Unified keyword mapping and metadata alignment
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Content de-duplication and on-page SEO improvement
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Cross-platform analytics & conversion tracking setup
SERVICES
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SEO & Content Strategy
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Technical Site Migration
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Analytics & Tag Management
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Redirection and Merger Audit
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Content Architecture & Information Design
STRATEGY
- Audit & Discovery – Cataloged URLs and link structures across 20+ subdomains.
- Migration Planning – Designed a unified information architecture to house all services.
- Redirects & Implementation – Mapped 5,000+ legacy URLs with minimal disruption.
- Post-Launch Monitoring – Continuously tracked traffic, impressions, and keyword rankings to ensure equity retention.
SEARCH ENGINE OPTIMIZATION
ORGANIC TRAFFIC
The graph shows a significant spike in organic traffic immediately following the site merger in early 2024, followed by a short adjustment period and steady recovery.
ORGANIC TRAFFIC – IMPRESSIONS
ORGANIC TRAFFIC – NON-BRANDED
A key success indicator, non-branded traffic (patients searching for general care, not “BJC”) grew substantially, reflecting enhanced authority for generic healthcare terms.
ORGANIC KEYWORDS INTENT
Informational and commercial intent keywords surged, indicating a higher rate of discovery for patient research and appointment-driven searches
ORGANIC TRAFFIC – 1ST PAGE KEYWORDS
The count of first-page keyword rankings climbed steadily post-migration, reinforcing the long-term benefit of consolidation and optimized architecture.
BACKLINK PRESERVATION
Through careful 301 mapping and canonical setup, BJC retained over 95% of backlink equity from legacy sites.High-authority backlinks were redirected to relevant unified pages, increasing the overall domain rating by 28% within months.
SUMMARY
By consolidating 20+ BJC hospital and service websites into one unified, search-optimized platform, we unlocked exponential organic growth, improved patient experience, and future-proofed the organization’s digital infrastructure.
+280%
Increase in
Search Impressions
+132%
Growth in
Clicks