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Engagement 02 · Healthcare · Digital platform + SEO

A redesign that became an eight-year operating relationship.

4rai.com was rebuilt in 2015 for mobile, usability, and search readiness. What followed was eight years of content, search, and platform stewardship — a keyword footprint that grew from 19 at launch to a peak of 8,679, and a website that became operational infrastructure for a radiology practice.

  • Jul 2015 — Jul 2023
  • 8-year independent engagement
  • Healthcare · Radiology
  • Platform + SEO + stewardship

Headline proof

19 → 8,679 organic keywords

Semrush historical series · current database · Aug 2015 → Jul 2021 peak

7,063 were still ranking at the July 2023 handoff.

Aug 2015

Redesign deployed

Jan 2016

SEO campaign begins

Jul 2023

Transition to Radiology Partners

At a glance

Independent stewardship
8 years

Jul 2015 — Jul 2023

Responsive redesign
2015

Deployed August 17, 2015

Peak organic-keyword footprint
8,679

Semrush US historical series · Jul 2021

Google Search clicks / month
23.4K

817K impressions · Search Console, Oct 2020

Keyword and aggregate ranking figures use Semrush's current US historical Domain Overview series — a measure of search visibility, not traffic or conversions. Every figure on this page is dated on or before the July 2023 handoff.

01 — The redesign

The redesign fixed more than appearance.

The previous site had weak usability, was not mobile friendly, and performed poorly against Google's standards. The August 17, 2015 rebuild addressed the structural problems underneath the visual ones.

01

Responsive usability

A platform built for patients arriving on phones, with clearer paths to locations, procedures, and requests.

02

Technical & search readiness

Structure, markup, and performance that met the standards Google was then measuring sites against.

03

Patient navigation

Wayfinding designed for people already under some stress — find the location, understand the procedure, make the request.

02 — Search + content

Search became a compounding channel.

From January 2016, technical readiness, editorial content, and measurement ran as one connected program. The organic-keyword footprint grew for six years, and what it earned held through to the handoff.

  1. Aug 2015 · LAUNCH

    19

  2. Dec 2017

    3,191

  3. Sep 2019

    5,993

  4. Jul 2021 · PEAK

    8,679

  5. Jul 2023 · HANDOFF

    7,063

The site entered the engagement with 19 ranking keywords, peaked at 8,679, and handed off with 7,063 still ranking.

  1. 2015

    Foundation

    A responsive rebuild with the crawl, markup, and performance readiness the previous site lacked.

  2. 2016 — 2021

    Compounding

    Patient-question content alongside local and global SEO widened what the site could be found for, year over year.

  3. 2020 — 2023

    Durability

    First-party Search Console traffic and #1 tracked regional and modality terms persisted through to the handoff.

  • 928 top-ten rankings at the July 2021 peak

    309 in positions 1–3, 619 in positions 4–10; 622 top-ten rankings were still in place at the July 2023 handoff.

  • 23.4K Google Search clicks · Oct 2020

    817K impressions in the same month, first-party Google Search Console — top content drew 3.93K and 3.36K clicks.

  • 1,805 organic searches · Jul 2017

    Up 46% year over year, with 2,889 month-to-date sessions up 39% — measured in Google Analytics, early in the curve.

  • #1 regional and modality terms persisted into 2022

    Semrush Position Tracking across a defined tracked-keyword set, seven years after the redesign.

Engagement correspondence · Feb 2018

The blog had grown to account for more traffic than all other pages combined, with visitors spending roughly three minutes on posts.

Content was written from what patients actually search — conditions, symptoms, and procedure anxieties — rather than modality labels. That library is what turned a keyword footprint into something worth having.

  • 01

    Technical foundation

    Mobile friendliness, performance against Google's standards, crawl and indexation readiness, on-page remediation, and backlink cleanup.

  • 02

    Content & discovery

    Editorial direction built around patient questions, conditions, symptoms, and procedure anxieties rather than modality labels — plus NAP consistency, listing cleanup, and category optimization.

  • 03

    Measurement & stewardship

    Analytics configuration, recurring SEO and procedure-request reporting, and a tracked-keyword set watched year over year.

Full-domain keyword and aggregate ranking figures use Semrush's current US historical Domain Overview series. Google Search Console and Analytics are shown separately as first-party traffic evidence; Position Tracking refers to a defined tracked-keyword set. Semrush data exists after July 2023 and is deliberately excluded.

03 — Operations

The website became operational infrastructure.

Once patients used it to request procedures and appointments, the site stopped being marketing collateral. For eight years it was maintained like a system people depend on.

    01

    Patient workflows

    Procedure and appointment request flows with email-notification logic, plus the content and landing-page work around them.

    02

    Reliability & security

    Backups, uptime monitoring, restoration, hosting troubleshooting, web application firewall configuration, and application and plugin updates.

    03

    Coordination & reporting

    Recurring analytics, procedure-request and SEO reporting, and ongoing collaboration with marketing and IT.

04 — Timeline

Eight years, from redesign to transition.

  1. Jul — Aug 2015

    Redesign and deployment

    4rai.com rebuilt and deployed August 17, 2015, replacing a site that was not mobile friendly and performed poorly against Google's standards. It launched ranking for 19 organic keywords.

  2. January 2016

    Local + global SEO campaign

    A formal program began January 1, 2016: local listings, technical remediation, keyword analysis, and content strategy run together.

  3. October 2016

    First page-one placements

    507 organic keywords, with page-one and local top-three placements on location-intent searches around Hamilton and Lawrenceville.

  4. July 2017

    Analytics confirms the growth

    Google Analytics recorded 1,805 month-to-date organic searches (+46% YoY) and 2,889 sessions (+39% YoY) — measured traffic, not estimates.

  5. Early 2018

    Content becomes the growth engine

    Engagement correspondence records the blog accounting for more traffic than all other pages combined, with roughly three minutes spent on posts.

  6. 2019 — 2021

    8,679-keyword peak

    The organic-keyword footprint moved from 5,993 in September 2019 to a July 2021 peak of 8,679, with 928 of them inside Google's top ten.

  7. 2020 — 2022

    Durable visibility and platform support

    #1 tracked placements on regional and modality terms persisted into 2022, alongside request workflows, security, backups, monitoring, and hosting coordination.

  8. 2023

    Handoff

    Per June 22, 2023 correspondence, 4rai.com management moved to Radiology Partners' internal Digital Experience team, targeted for the week of July 10. Independent stewardship ended there.

Scope boundary

Following RAI's transition into Radiology Partners' national digital services, 4rai.com management and development moved to Radiology Partners' internal Digital Experience team in July 2023. The site was subsequently reworked; the current design and all post-handoff search, traffic, and performance metrics fall outside this case study and are not Ronin/iCandy work.

What this engagement demonstrates

Design, search, and technical stewardship held together.

  • 01

    Discovery

    A 2015 redesign and an eight-year content and search program that took the site from 19 organic keywords to a peak of 8,679.

  • 02

    Operational stewardship

    Patient request workflows, security, backups, monitoring, and hosting coordination sustained without interruption.

  • 03

    Continuity

    Eight years of independent responsibility, closed with a clean July 2023 handoff to Radiology Partners.

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