Availity — the nation’s largest real-time health-information network, serving 1 M+ monthly users across providers, payers, and partners.
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Overview

Availity — the nation’s largest real-time health-information network, serving 1 M+ monthly users across providers, payers, and partners.

Challenge

Availity powers billions of clinical, administrative, and financial transactions each year, but its website told a far simpler story. Technical debt, slow load times, and outdated visuals masked the platform’s true sophistication. Search engines had trouble crawling key pages, valuable keywords went unranked, and high-value buyers seldom arrived, let alone converted, through organic search. The digital front door simply wasn’t keeping pace with the scale and capability of the business behind it.

Foundational Insight

Technical debt including broken links, mixed HTTP/HTTPS, slow Core Web Vitals, drove a site-health score of 45/100, well below the benchmark. Almost all organic traffic came from branded terms; non-branded keywords sat outside top rankings, and toxic backlinks dragged down the domain authority. Yet keyword research exposed clear openings: mid- and bottom-funnel queries around prior authorization, denial management, and AI-driven RCM carried lower difficulty and high intent. The takeaway: fix the plumbing, target the untapped queries, and the brand can translate its offline scale into digital growth.

Strategy

We re-engineered Availity’s web presence to satisfy two critical parts: human readers and search engines. By weaving a clear, pillar-based brand story into a technically flawless site framework, we made the narrative more prominent and intuitive for users, while remaining unmistakably readable for search engines.

Big Idea

“Clarity at Scale”

Turn Availity’s complex, high-volume platform into a web experience that feels simple for people and unmistakable to search engines, pairing a clean technical engine with a pillar-based story that surfaces the right answer, fast.

Activation

Technical Sprint

  • Repaired all broken links and 404s
  • Enforced HTTPS across every sub-domain
  • Rebuilt sitemap and robots.txt
  • Improved Core Web Vitals and accessibility

CMS Migration Oversight

  • Planned redirects, schema transfer, and component library before code-freeze to ensure zero SEO loss on go-live

Pillar-Cluster Content Build

  • Launched three topic hubs supported by keyword-rich cluster articles repurposed from legacy PDFs

On-Page Optimisation

  • New titles, meta descriptions, H-tags, alt-text, and internal-link pathways applied to 40 + high-value pages

Backlink Detox & Authority Outreach

  • Disavowed toxic domains, then secured fresh links from tier-one healthcare trades and research sites
Results
  • In the 3 months post launch,
    • Site Health leapt from 45 → 79, now fully on-par with industry benchmarks.
    • HTTPS: 13 → 98
    • Crawlability: 68 → 90
    • Internal linking: 65 → 83
  • Average Google position improved from 13.9 to 9.6, breaking key terms into page-one.
  • Site-wide CTR climbed from 50.6 % to 60.9 %

Takeaway

By fixing the foundation first, we gave Availity a clean, baseline that search engines reward and buyers trust. The result: page-one rankings, double-digit CTR gains, and a web presence engineered to grow with the business.

Given the complex nature of our business, and website, we urgently needed fuoco’s expertise to navigate the challenges of an evolving digital landscape. Since day one, fuoco has been a true digital partner to our marketing team. From website and content optimization strategies to paid search and AI summaries, the team at Fuoco has swiftly helped us with technical SEO, content, and brand authority improvements resulting in page-one rankings, stronger engagement, and measurable business impact.

— Travis Froehlich, Sr. Director, Marketing Strategy & Transformation

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