PASS Program | Forthea

The Challenge

PASS Program, an online and in-person tutoring service for pre-med students, began partnering with Forthea Digital Marketing in February 2023. By leveraging our PPC, SEO, Paid Social, and Analytics efforts, we enhanced visibility and attracted students preparing for the USMLE and COMLEX exams. With a 90% passing rate and over 20 years of teaching expertise, PASS Program offers skilled tutoring, personalized feedback, and access to a user-friendly e-learning platform.

Our objective was to increase non-branded organic visibility and revenue for a new audience segment, specifically medical students preparing for USMLE & COMLEX exams.

PASS Program moved from Chicago to Houston, risking the disruption of site development and content optimization roadmap plans. We remained hands-on for every step in the transition, pivoting our metadata and content strategy to ensure no loss in organic visibility throughout the move or the product updates.

US Search Awards Finalist 2024

The Client

Industry Medical + Healthcare
Location Houston, TX

Visit Site

Measurable Results

+660%

Page 1 keyword rankings

+135%

organic traffic yoy

+2,740%

Local city traffic yoy

Campaign Strategy

Our team implemented geo-modified keywords on-page and optimized local pages to maintain and boost local search visibility in Houston, securing a strong brand presence.

Localized SEO – The specialist effectively transitioned the business's operations from Chicago to Houston by optimizing the Google Business profile and incorporating geo-modified keywords to target the new location. As a standard, we confirmed the NAP (Name, Address & Phone Number) was accurate throughout the on-page and off-page content.

On-Page Content- By using strategic optimization practices, the specialist could leverage the specific needs of the identified audience instead of focusing on broad tactics for unidentified groups.

Technical Optimization- The specialist completed a pre-and post-launch site analysis throughout the migration process for PASS Program. Following the initial technical review of the current site, we outlined directive issues and optimization opportunities. There was another round of technical audits after the launch to ensure proper implementation.

+100%Non-Brand KW Rankings

Our Digital Marketing Strategy

Competitor Content Analysis

The specialist conducted a thorough competitor content analysis and strategic keyword research to identify optimized keyword targets for the core landing pages outlined by the client. This included a comparison of the market share of voice, along with an analysis of content similarities, unique service offerings, and tactical aspects of user navigation.

On-Page Optimization

Relevant terms were implemented to update the metadata with improved header tags and on-page content based on our keyword targets. Following an evaluation of the competitive landscape, the specialist included targeted content and key terms to the core page groups and began tracking the individual performance of each page.

Technical Maintenance

After conducting an in-depth technical audit, maintenance tasks were outlined to resolve incorrect canonical tags, indexation issues, and updates to the sitemap.xml. We continued accounting for performance shifts based on the technical fixes on the core pages.

Transition Management

We ensured local visibility was boosted in the new market with prompt updates to the on-page content with insight for users navigating the updated content. Working through multiple SEO types, including on-page, off-page, technical and local, we updated the metadata, GBP, directives, indexation and response code errors found through thorough audits.

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Search Engine Optimization

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Medical + Healthcare

Our digital strategies help medical and healthcare providers attract and acquire new patients through cutting-edge content and compliant advertising.

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