Nicklaus Children's Hospital
Their Story
Nicklaus Children’s Hospital is South Florida’s only licensed specialty hospital exclusively for children, recognized nationally for excellence in pediatric care, education, and innovation.
The Challenge
Nicklaus needed to improve organic visibility, crawlability, and indexability while maintaining performance through a major website migration.
The goal was to:
- Strengthen SEO performance
- Improve user navigation and content discoverability
- Drive more conversions—especially within high-value areas like physician search
The Insights
- Key conversion areas like “Find a Physician” were not easily accessible
- Content sprawl across 300,000+ pages limited SEO efficiency
- Poor site structure made it difficult for search engines to properly crawl and index content
- Migration presented both a risk and an opportunity to significantly improve performance
The Strategy
Rise developed a comprehensive, data-driven migration strategy focused on aligning SEO, UX, and technical infrastructure to support long-term growth.
The Solution
Data-Driven Navigation Optimization
- Analyzed traffic, conversion data, and Voice of Customer insights
- Elevated “Find a Physician” to primary navigation
- Improved accessibility for both users and search engines
Content Restructuring at Scale
- Audited over 300,000 pages using traffic and engagement data
- Streamlined content based on performance and business priorities
- Optimized migrated content for SEO and user engagement
Technical SEO & Migration Planning
- Developed a comprehensive URL taxonomy and redirect strategy
- Consolidated duplicate or competing pages
- Ensured proper authority flow and improved crawlability
Launch Support & Ongoing Monitoring
- Provided 24/7 support through staging, launch, and post-launch phases
- Monitored rankings, traffic, and redirects to ensure stability
- Continuously optimized performance as search engines re-crawled the site
The Results
The strategic migration significantly improved both visibility and performance, driving strong gains in traffic and conversions.
