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If you’re in a competitive vertical like healthcare software, you’ve likely felt the sting of vanishing rankings. You're investing in content, seeing some traffic, but the needle’s not moving where it matters — on high-intent, product-focused keywords. Meanwhile, search continues to evolve, and Google's AI Overviews (AIOs) are claiming more and more SERP real estate.
That was the exact situation our client — a software company in the healthcare space — was facing. But instead of doubling down on what wasn’t working, we shifted focus. By creating content with true depth, aligning tightly to user pain points, and expanding the brand’s topical authority, we positioned them to win in the March 2025 algorithm update.
In this case study, we’ll show you how we executed a strategic content overhaul that helped this client increase their number of AIO keyword placements by 305% — all within months.
The Challenge: Thin Content, Missed Opportunities & Dominant Competitors
If you’re reading this, chances are high you’re experiencing at least one of these pain points:
- Your competitors are dominating the keywords your audience searches for — "scheduling software" or "EHR for private practice" in our case— while your site barely registers.
- Your blog is generating consistent traffic, but it can be better at influencing the bottom line — and certainly at helping you gain share of voice in the SERPs.
- You know your product solves real problems, but your site isn’t positioned as a comprehensive solution. You’re missing opportunities for visibility, engagement, and ultimately, conversions.
That’s exactly where this healthcare software company found themselves. Despite a strong blog engine, their product-focused visibility was weak, and thin content across key pages meant they weren’t showing up in high-value organic placements. This issue would’ve been compounded in Google’s March algorithm update, focused on AI Overviews.
If we didn’t act fast, the client risked stagnation — or worse, decline — in an increasingly AI-driven search landscape.
Step 1: Expand Content Depth to Match User Intent
Thin pages don’t get featured — in AI Overviews or otherwise. We found that many of the client’s existing pages lacked the necessary depth to compete in healthcare SaaS SERPs. They were covering the right topics but didn’t adequately speak to the nuanced, specific needs of healthcare providers.
So, we created a new content framework that focused on:
- Comprehensive, yet accessible, explanations of software features
- Clear context on use cases for different types of practitioners
- Robust internal linking to support topical depth
By expanding existing content and launching new, in-depth pages, we met users — and Google — where they were. Importantly, we avoided keyword stuffing or filler. Everything we added served a purpose.
Step 2: Create Content that Answers Real Questions
We knew from SME interviews, forums, and competitor research that healthcare providers had very specific questions — about compliance, integration, workflows, and scalability.
To win AIO placements and engage users effectively, we:
- Identified real user questions from forums and Reddit-style communities
- Turned these into structured H2/H3 headings across product and blog content
- Wrote answers that were complete yet concise, providing exactly what a skimming reader — or Google's AI — would value
This level of alignment made the content more helpful to users, and more eligible for inclusion in AI-generated search summaries.
Step 3: Reposition the Brand with Feature- and Audience-Focused Content
Originally, the client’s positioning leaned heavily toward billing tools. But that narrow focus limited their potential and didn’t align with how the brand saw themselves.
To broaden their authority and visibility, we:
- Created new blogs targeting features beyond billing (e.g., insurance verification, documentation and compliance, EHR software)
- Wrote content for specific audiences — solo practitioners, group practices, and niche specialties — each with distinct needs
- Built topic clusters that supported funnel progression (top- to mid- to bottom-funnel)
By doing this, we moved from a “billing tool” to a comprehensive practice management solution in the eyes of both users and search engines.
Results: A 305% Surge in AIO Placements — and Still Growing
Since the March 2025 Google core update, the number of keywords where our client appears in AI Overviews has jumped by 305%.
And this is just the beginning. While our content work laid the foundation, the client is now beginning to implement our technical and EEAT-focused SEO recommendations — including author expertise signals and improved internal architecture — which will further fuel their momentum in the months ahead.
Want to Be Ready for the Next Algorithm Shift?
If you’re seeing competitors dominate search results — or your traffic isn’t translating into product visibility — you’re not alone. A thoughtful, user-first content strategy is one of the best ways to prepare for search volatility and win long-term.
Tired of declining performance due to lackluster content and weak positioning? We’re here to help. Book an intro with Uproer today.
