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Why traffic matters

How easily and often a company is found in search is a critical component of market share, especially in new areas that customers need to research.  

In the virtual MSK space, Hinge Health dominates the content found on the web relating to MSK.  As the industry matures and evolves, search market share will be a function of market power.

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Of these 9 companies in the virtual MSK space -- Hinge has half of all organic, non-branded traffic according to data from Similarweb.  I chose to look at non-branded traffic because it balances the playing field and provides better insight into what information people are looking for.

Including Omada Health on this graph in this context is somewhat misleading. A deeper dive reveals that Omada's non-branded organic traffic comes largely from diabetes and other generic health terms.  There are no MSK-related terms in the 50 non-branded keywords that drive the most traffic to Omada Health

How does Hinge Health dominate content?

Types of content on Hingehealth.com

Looking at the 200 keywords that drive the most traffic to Hinge where Vori does not rank, Hinge’s content strategy is to create content is or could be MSK related.

Hinge is able to do this with only about 600 pages of content created around these areas:

  • The Hinge Glossary has 89 entries
  • Just over 500 articles are also optimized for SEO

This is a relatively small amount of content -- it's not unusual for sites to have orders of magnitude more content. WebMD has over 11,000 pages that mention MSK for example.

But what Hinge does well is ensure that it's content is formatted so that Google understands it, and includes elements that Google considers important.

Ryan Law outlines how to do this in an excellent article:  Healthcare SEO: 7 Strategies From Medical SEO Pros.

One of the experts Law interviews for his article is Sarah Ziani, Growth Marketing Manager, SEO & Content at Hinge Health.

The strategic importance of being found goes beyond just traffic.  Every visit to a specific landing page can be used to build more robust user profiles.  This information helps drive outbound campaigns across channels, making marketing more efficient.

If you would like a deeper dive into how to grow your market share through content, please send me an email.