Case Study
Six years. Seven verticals. Sixty-one pieces. And a content program that required both the writing and the strategic thinking to make it work.
GE HealthCare is one of the world’s leading medical technology companies — and one of the most demanding content environments I’ve worked in. Over six years, I produced short- and long-form content across seven distinct verticals, each with its own audience, voice, and editorial standards.
Content types spanned articles, podcast scripts, and patient narratives — requiring fluency in clinical accuracy, regulatory language, and audience-appropriate voice across each vertical simultaneously.
As the program matured, the work evolved beyond original content creation. Existing articles were audited for SEO performance and the findings revealed a common problem: well-written content ranking for the wrong keywords, or not ranking at all.
“Breast cancer ultrasound” (primary) · “Genetic testing for breast cancer” (secondary) · Combined search volume: 8,100/month
“Data interoperability” (880 ASVM) · “Cloud computing in healthcare” (590 ASVM) · “Diagnostic cardiology” (260 ASVM)
“Amyloid PET scan” (390 ASVM) · “Alzheimer’s treatment options” (170 ASVM) · “Medicare and Alzheimer’s” (70 ASVM)
The challenge with reoptimizing journalistic healthcare content is preserving what makes it work while making structural changes that improve discoverability. The goal was never to turn patient stories into keyword stuffing exercises.
For each article, the reoptimization process involved identifying target keywords with realistic ranking potential (lower competition, niche-aligned intent), reworking titles and subheadings to incorporate primary and secondary keywords naturally, and bolstering body copy with light clinical definitions, statistics, and subject matter references where appropriate.
Selected keywords by intent alignment, not just volume, and prioritized terms that would send the right audience to GEHC content, not general health seekers.
Rewrote titles to hit the 50–60 character SEO sweet spot while leading with the primary keyword. Added KW-optimized subheadings to improve scannability and crawlability.
Wove in medical definitions, statistics, and expert references to add authority, improving both SEO score and editorial credibility without disrupting narrative flow.
Each piece was resubmitted through Skyword’s platform, which grades content against SEO best practices and selected keywords. The reoptimized versions scored an A across title, headers, body copy, HTML metadata, and SEO description without sacrificing the editorial voice that made the original content worth reoptimizing in the first place.
A selection of published pieces from the GE HealthCare engagement:
I bring both the editorial craft and the content strategy perspective to every engagement.