Case Study

Kindred Healthcare had a structural problem that was bigger than any single SEO fix. Their customer journey was fractured across hundreds of unique location domains, making it nearly impossible to analyze user behavior or consolidate SEO value. They needed a single domain to unify everything.

I crawled and audited the entire site structure, then defined a new URL architecture in collaboration with design and engineering teams. One challenge was that existing location URLs were long with unique facility names but no addresses — not great for local keyword ranking. I restructured the URLs to include physical addresses with numerical index values, maximizing local search relevance. Then I mapped thousands of old URLs to new ones using advanced Excel functions, creating the redirect file that would preserve years of SEO equity.

After launch, Kindred saw organic search traffic increase by over 300% year-over-year. When you solve the structural foundation, everything else compounds.