Most telehealth sites are built to rank nationally and then wonder why nobody local converts. Elevate Holistics had that exact problem, and the fix wasn’t more content…
Full-Scale SEO Campaign SEO, local SEO, service-page content, location-page content, Blog posts, Technical SEO.
Page 1 Rankings
Web Traffic
Traffic Value
Organic traffic
+20,000 increase
Organic keywords
+15.1k increase
Elevate Holistics is a telehealth service provider that connects U.S. residents with certified physicians for medical marijuana card certification and renewal. Patients complete the full process online, from state eligibility check to physician consultation. No in-person visit required.
Client at a glance:
When Elevate Holistics signed with Direction in 2022, they ranked for tens of thousands of keywords. Traffic was strong. The customer numbers didn’t match what a site that size should produce.
They’d been publishing blogs and pages for the sake of publishing, with no content strategy underneath. Hundreds of pages ended up competing for the same terms, splitting authority across weak pages when one strong page would’ve ranked.
On top of that, the on-page SEO and on-page experience were weak across the board. So all that ranking volume was costing them the patient conversions a site that visible should’ve been pulling in.
Untangling cannibalization on a site this size is risky. Hundreds of pages competed for overlapping terms. Consolidate or prune the wrong ones and you lose rankings you wanted to keep.
There was no content strategy to rebuild from. We had to decide which pages earned their place, which to merge, and which to cut, before a single new page made sense.
Multi-state compliance language meant service pages had to vary by state law. What’s allowed in Missouri differs from what’s required in Ohio. Generic copy wouldn’t hold up across that kind of variation.
And the on-page experience needed work everywhere. Title tags, internal linking, and the path from an organic click to a completed form all carried friction.
The month-one audit covered keyword distribution, content strategy, on-page health, and technical setup.
Cannibalization. Hundreds of pages targeted overlapping keywords. Google couldn’t tell which page to rank for a given term. Authority got spread thin across several weak pages when one strong page should’ve owned the result.
No content strategy. Pages and blog posts had been published without a plan tying them to patient search intent or to conversions. The rankings report looked impressive. The business results behind it didn’t.
Weak on-page SEO and experience. Title tags and meta descriptions weren’t aligned to how patients search. Internal linking was thin. The path from an organic click to a completed form had friction at several points.
Content opportunity. Their editorial track record on marijuana law and responsible use was strong. But the content wasn’t pulling patients toward card applications. No internal-link structure connected the editorial library to the service pages.
Every target had a baseline. Every target tied to a conversion that mattered to the business.
This was the core of the engagement. We stopped the publish-for-the-sake-of-it cycle and built a real strategy where every page had a defined job.
First we mapped every existing URL against the keyword it should own. Then we consolidated the cannibalizing pages into single strong assets and pruned the ones earning nothing.
From there, new content got built only when a genuine search-intent need existed. No more pages competing with their own siblings.
With the content map set, we rebuilt the URL structure and set up redirect chains for every page we consolidated or moved. Cleaning this up meant the authority that used to scatter across duplicate pages now pointed at the pages we wanted ranking.
We built 400 city and state-level pages targeting the “MMJ card” and “medical marijuana card near me” searches in every market Elevate Holistics covered. Each page had to meet a content threshold that justified its existence in Google’s index.
A swapped city name won’t do it. Real information about state-specific card requirements, fees, and the telehealth process will.
Every month, we optimized 30-plus web pages. That covered title tags, meta descriptions, H1s, internal linking, and content structure. All of it aligned to how patients search when they’re ready to get a card.
We tied their existing editorial content to the service funnel. Guides on state marijuana laws now had clear calls to action and internal links to the relevant service pages. New content targeted search terms that patients use earlier in the process, when they’re figuring out whether they qualify.
New patient leads crossed 1,200 per month. New-card form submissions rose 1,400 percent from the campaign baseline. Renewal form submissions rose 145 percent over the same period.
Every one of those is a person who came in from organic search and filled out a form to start the MMJ card process.
Organic traffic climbed 82 percent, from 58,797 to 106,980 monthly visits, peaking near 104,000 a month. Keyword rankings grew by 15,100, with 9,687 net-new keywords and improved positions on another 12,673. Elevate Holistics now holds 4,568 keywords on page one of Google, per Ahrefs.
Over the six months, organic impressions grew by more than 3 million and clicks rose almost 100,000 from the prior period. New users grew 18.89 percent. Goal completions rose 21.58 percent, and the organic conversion rate peaked at 29.16 percent.
Elevate Holistics went from a site with orphaned content and weak geo-coverage to a structured, indexed presence in every market they service. They now have geo-specific pages ranking at the city, as well as the state level, with a clean architecture supporting the entire site. Their organic cost savings from capturing traffic that would’ve required paid spend exceeded $75,000.
The 400-page geo build was the largest single execution in the campaign. Here’s the marketing ROI and what it produced for new card searches at the local level.
Metrics Overview:
The renewal increase came from better service-page content and cleaner conversion paths. The new card number came almost entirely from patients finding Elevate Holistics in city-level searches where they hadn’t appeared before.
Elevate Holistics already had the rankings. The cleanup came first. Hundreds of pages fighting for one term left all of them stuck mid-page, so consolidating into single strong pages let them climb.
The location page build came next. Patients in Columbus or Tulsa type city-level queries, and the old national-term pages never surfaced for those. Each new page was built around the local search language, on a clean technical base that indexed fast.
The content strategy kept feeding patients in at the research stage. Someone reading a state eligibility guide is about to look for a card provider. Getting them onto the site early shortened the path to a form fill.
All three worked together. Fix one and skip the rest, you move a single number. Doing all three is what produced 1,200 new leads a month.
If you run a telehealth or direct-to-patient service and your geo coverage is thin, you’re paying for patients your competitors are getting for free. Direction has run healthcare-focused SEO campaigns since 2016. We’ll show you exactly where your patient acquisition is leaking.
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