Healthcare SEO Case Study: Nursing Education (.edu) Website
Focus Areas: Technical SEO, GSC Health, Indexing, Performance, Schema
Industry: Healthcare & Education . Website: cnei.edu . Market: United States (California)
A well-established nursing and healthcare education provider offering multiple certification and vocational programs. Despite having strong offline credibility, the website was facing technical SEO limitations that restricted organic growth and visibility in Google Search. Given the YMYL nature of healthcare education, the project required a careful, compliance-friendly healthcare SEO approach focused on trust, accuracy, and technical integrity rather than aggressive tactics.
Key Challenges Identified
The problems were severe and multi-layered:
- Google Search Console showing indexing and crawl inefficiencies
- Program pages ranking beyond page 2–3 despite strong intent
- Weak internal linking structure between programs and supporting content
- Inconsistent schema implementation across courses and pages
- Core Web Vitals and performance issues affecting crawl trust
- Limited AI and entity readiness for modern search environments
- No systemized monitoring process for technical SEO health
SEO Strategy & Solutions Implemented
We designed a two-phase recovery and optimisation plan:
1.Technical SEO & GSC Stabilization
- Deep technical SEO audit with prioritized fixes
- Continuous Google Search Console monitoring for errors, indexing, and crawl health
- Continuous Google Search Console monitoring for errors, indexing, and crawl health
- Sitemap, canonical, and internal structure optimization
2. Core Web Vitals & Performance Optimization
- Page speed and loading behavior improvements
- Core Web Vitals optimization for key program pages
- Reduction of unnecessary scripts and technical friction
3. Structured Data & Trust Signals
- Cleanup and correction of schema markup
- Improved course, organization, FAQ, and entity structures
- Validation of llms.txt for AI and LLM-based discovery readiness
4. Internal Architecture & Authority Flow
- Strategic internal linking between programs and supporting pages
- Improved content-to-code balance
- Clear hierarchy for nursing and certification programs
Measurable Results
(2-Month Comparison – Google Search Console)
Homepage
- Clicks: 380 → 759
- Avg Position: 25.96 → 7.97
- CTR: 2.65% → 3.84%
Certified Home Health Aide Program
- Clicks: 324 → 991
- Avg Position: 25.98 → 15.43
- Impressions: 47,718 → 67,177
IV Certification Course
- Avg Position: 31.21 → 21.89
- Improved crawl frequency and visibility
These improvements were achieved without content spam or risky tactics, relying purely on technical SEO discipline, structured data, and trust-based optimization.
Key Takeaways
- Technical SEO directly impacts rankings in healthcare and education
- Google prioritizes clean structure, performance, and trust
- Proper schema and internal architecture support both search engines and AI systems
- Sustainable SEO systems outperform one-time fixes
Conclusion
The above healthcare institute website is a strong example of how technical SEO excellence can unlock growth in competitive, regulated industries.
If you’re a business based in Kensington, Acton, Ladbroke Grove, Shepherd’s Bush, Hammersmith, or anywhere across West London, and you’re looking for reliable, results-driven SEO support, DDS London can help. We specialize in technical SEO, local search optimization, and long-term growth strategies tailored to your industry and location. Get in touch to discuss how we can strengthen your online visibility and turn your website into a high-performing digital asset.