Using internal resources only, the digital marketing team for the David Geffen School of Medicine at UCLA created a series of SEO articles to spotlight various careers in sports medicine. Published on July 23, 2024—just before the opening ceremonies of the Paris Olympics—this content showcased a dynamic field of medicine at a time when athletes were competing on the world’s biggest stage and athletic health (both physical and mental) was top of mind. Additionally, by interviewing nine different UCLA sports medicine providers, we provided would-be practitioners with a valuable first-person perspective from a diverse group of seasoned professionals. These sports medicine experts covered everything from the pros and cons of their specialty to common misconceptions about their work. Within a few months, the articles were performing quite well in search: At their peak (November 2024), the articles were ranking for over 3,000 keywords and receiving more than 12,000 visits a month via organic search. That same traffic would cost an estimated $27,600 in cost-per-click (CPC) advertising per month. Over the last six months, these articles have generated over 55,000 visits in total, which is worth an estimated $130,000 in CPC ad spend.
From the Judges
Creative idea on sharing career paths for students without spending a huge amount. Additionally, strong strategies and good use of SEO.
