BIS Benefits is a Georgia insurance broker handling group health benefits and commercial insurance for small businesses. They came to 20North to grow the leads coming through their website organically, so more of the right business owners could find them in search rather than through paid channels alone.

The plan paired top-of-funnel content with high-intent page work, then expanded across Georgia as the results came in.

Key opportunities included:

• Growing organic leads from business owners searching for group health and commercial insurance
• Building topical authority and EEAT in a field where trust drives the decision
• Winning high-intent searches for the services BIS sells
• Owning local search across the Georgia markets BIS serves
• Supporting the written content with video that performs on YouTube and LinkedIn

The program grew organic visibility across the board and, more importantly, moved the numbers that matter to the business.

Keyword Visibility (Year over Year, Year to Date)

• Total ranked keywords up 417%
• Page 1 keywords up 4,073%

Organic Traffic (Year over Year, Year to Date)

• Organic traffic up 46%

Business Impact (Year over Year, Year to Date)

• Closed revenue up 85%

Search Foundation

• Built topical authority and EEAT through blog content tied to the services BIS sells
• Paired the written content with video produced for YouTube and LinkedIn
• Optimized high-intent pages and built new location pages across Georgia
• Started by owning greater Atlanta, then expanded statewide as results came in

The keyword and traffic gains show the search visibility BIS built, and the closed revenue growth shows that visibility turning into business.

A multi-location eye care practice serving the Washington, DC and Maryland area came to 20North to grow qualified patient leads from paid search and do it efficiently. The practice runs offices across several markets and covers a wide range of care, so the paid program had to pull in patients for high-value services while keeping cost per lead under control.

The opportunity was to spend less on traffic that never converts and put that budget behind the people actively searching for eye care in each service area.

Key opportunities included:

• Capturing high-intent searches from patients looking for cataract, glaucoma, LASIK, and general eye care
• Cutting wasted spend on low-intent, unrelated, and junk clicks
• Tightening conversion tracking so reporting reflects real leads, not just clicks
• Improving targeting and bidding efficiency across multiple locations
• Giving the practice clear visibility into what changed and why

After one year of partnership, the practice was generating more patient leads on a smaller budget, with cost per lead cut by more than half:

• Leads up 87% year over year
• Cost per lead down 57%
• Ad spend down 20%, reaching more of the right patients without a larger budget

The gains came from smarter account structure, cleaner tracking, and steady month-over-month optimization rather than a bigger media budget.

Why It Works for Healthcare

For healthcare paid media, lead quality is what matters most. A campaign that drives cheap clicks but few booked appointments is a loss for a practice paying by the visit. This program tied every dollar to patient actions, cut the searches that waste the budget, and kept a human in the account every week to refine it. That combination is what turned a smaller spend into more patients.

Visionary Eye Doctors, a multi-location ophthalmology and oculofacial plastic surgery practice across the Washington, DC and Maryland area, partnered with 20North to grow its presence in local search. At the start of the engagement, the practice had a small organic footprint relative to the range of services and locations it covered.

Over a multi-year partnership, the work expanded from foundational local SEO into a full content and answer-engine program, building visibility across every location and service line while positioning the practice at the front of AI-driven search as that channel became a larger part of how patients find care.

Key opportunities included:

• Growing organic visibility from a small starting keyword footprint
• Building local search presence across multiple DC and Maryland locations
• Covering the full range of ophthalmology and oculofacial service lines
• Reaching patients researching conditions and procedures before booking
• Establishing leadership in AI search and answer engines

Over a multi-year partnership with 20North, Visionary Eye Doctors grew from a small organic footprint into a practice that leads its local market in AI search. The program expanded keyword coverage across every service line and location and established the top position in the AI-driven channels where patient discovery is increasingly happening.

Keyword Growth (Since June 2023)

• Organic keywords up 169.2%, from 3,271 to 8,804
• Page 1 keywords up 169.8%, from 311 to 839

Traffic Growth (Since June 2023)

• Organic sessions up 39.5%, from 4,589 to 6,400
• Organic users up 44.9%, from 3,354 to 4,860

AI Search Leadership

• #1 rank in AI Visibility, with a score of 49.3%
• #1 rank in Share of Voice, with a score of 6.6%
• #1 rank in Citations, with a citation share of 8.7%

Search Authority

• Built local visibility across every DC and Maryland location
• Covered the full range of ophthalmology and oculofacial service lines
• Positioned the practice to lead AI-driven, answer-first search

Ethos Therapy Solutions is a specialized healthcare brand focused on therapeutic beds and pressure-injury solutions. Its audience is specific: healthcare professionals, caregivers, home health agencies, and equipment buyers researching air fluidized therapy beds and wound-care support surfaces.

For a brand this focused, more website traffic was never the goal on its own. The work needed to balance broader reach with high-intent targeting and steady gains in lead quality, while the organic side had real room to grow off a small starting keyword footprint.

Key opportunities included:

• Reaching more healthcare professionals, caregivers, and equipment buyers actively researching solutions
• Balancing wider reach with high-intent, high-quality lead capture
• Cutting wasted spend from employment, recruitment, and unrelated caregiver searches
• Rebuilding organic visibility from a small starting keyword base
• Earning rankings for the specialized categories that define the business

The combined program widened Ethos's visibility across Google while rebuilding organic demand from a small footprint into category leadership. Paid captured high-intent buyers through Search and scaled reach through Performance Max, and SEO earned top rankings for the exact terms Ethos's audience searches, several of them at #1.

Search Growth (last 90 days, year over year)

• Organic users up 236% and sessions up 208%
• Keywords up more than 1,000%, with page 1 keywords up 1,282%
• Top 3 keywords up more than 445%

Ranking Wins

• Took "Air Fluidized Therapy Bed," "Air Fluidized Bed," and "Sand Beds for Wound Care" to #1 on Google
• Earned #1 local rankings for "Air Fluidized Therapy Bed" across several coverage states, including Georgia, Virginia, and Pennsylvania

Impressions and Reach (first 3 months vs most recent three)

• Impressions up more than 1,300%, with non-branded impressions up more than 1,340%
• Clicks up more than 170% and engaged sessions up more than 140%

AI Search

• Climbed into the top 20 for AI visibility and top 16 for share of voice in AI-generated answers
• Reached top 10 share of voice for target queries in AI answer engines

Medical Packaging Inc., LLC (MPI) is a leader in the pharmaceutical packaging industry. They manufacture unit dose medication, pharmaceutical packaging and labeling systems, equipment, barcode labeling software, and materials. MPI provides these high-quality packaging solutions to hospitals, pharma and contract drug manufacturing organizations, long-term care facilities, and many more within the healthcare/pharmaceutical markets.

Founded in 1971, they have become the world’s top unit dosage packaging system manufacturer, serving customers in North America, South America, Europe, and the Middle East. Their goal is to be the premier manufacturer of pharmacy/pharmaceutical packaging solutions that save patients’ lives and boost productivity in healthcare networks and pharma industry.

For every business website, whether E-commerce, service-based, B2B, or B2C, there lies an opportunity to bring in more users through unbranded keywords. Showing up for unbranded searches, whether that be a product, service, question, or trending topic, is based on your website’s SEO. Producing valuable content will allow new users to find your site and your company’s solutions. Not only does this spread brand awareness and help you become an industry resource, but it also creates real conversions and profit.

Kicking off our SEO work in January of 2022, Medical Packaging Inc., LLC (MPI) came to 20North to expand its digital presence and bring new users to the website. Both SEO & Advertising services have contributed to valuable conversions for MPI.

Our SEO strategy has been centered around long-form blogs that share extremely relevant and resourceful information with a variety of markets, professionals, and potential customers in the healthcare industry. With 69% of our blogs showing up on page 1 of Google, our strategic content has created a steady source of organic traffic and organic conversions.

• 106% increase in total keywords
• 53% increase in organic users
• +6k users reached through blogs