Date

2020-2023

Background/ Challenge

Nurse.org was acquired by Full Beaker in 2017 and turned into a nursing news and lifestyle site from 2017 to 2019. It was doing a great job of generating viral content, but they hadn’t figured out how to actually make money off of the site. In late 2019, they discovered that they could monetize the site by generating leads for nursing schools if they developed more nursing education content. That’s where I came in. I was brought on in January 2020 to lead Nurse.org’s nursing education content strategy and editorial team.

The Goals

• Establish and grow education content on Nurse.org

• Grow overall site traffic through site improvements and SEO optimization

• Grow organic revenue from education content on Nurse.org

Results

• Scaled Nurse.org education traffic from 35K to 175K monthly sessions, and overall site traffic from 780K to 1M+, resulting in a 180% increase in organic revenue across tenure.

Strategy

Some of the tactics and projects I have led and how they contributed to Nurse.org’s traffic and GP growth.

2020

• Published new SEO-optimized education content & updated existing content to improve performance. As a result, that year we gained 41 new #1 ranking spots, boosted the #1 article on Nurse.org by 40%, and increased traffic to career articles by 37%.

• Conducted an audience survey and nurse interviews to create customer personas and journeys. These allowed us to better tailor our content to our target customers.

• Launched a new content vertical: Healthcare. Grew it from 0 to 35K sessions within 6 months, and snagged top-ranking spots for competitive keywords like “pharmacy technician” and others.

• Created the plans and project managed the update of our site’s top navigation to link to more targeted articles and improve user experience.

2021

• After being hit by an algo update in July, I pivoted our content strategy to focus on updating the content that had lost positions, enabling us to turn things around by the end of the half, seeing an overall organic pageviews increase of 23% YoY, and new education organic pageviews growth of 48% YoY.

• Continued to grow Healthcare content and launched a separate healthcare blog page to house and link to all healthcare content. We earned 498 new healthcare keywords, 186 #1 spots, and saw a 470% increase in traffic in the first half of 2021.

• Started doing Medical/Expert reviews on content to improve our EEAT score. Articles reviewed were up 20% sessions YoY.

2022

• Based on consumer research, I found that promoting MSN degrees vs BSN degrees on our site would likely resonate better with users and lead to more clicks. We saw a 130% increase in CT clicks and an 82% increase in revenue during the testing period, and a large increase in revenue when we rolled it out to the entire site.

• Launched an in-depth nursing report, The State of Nursing, which earned 1/3 of our new article traffic for H1 2022 and generated 49 backlinks.

• Rolled out FAQ schema on the site, bringing in an additional 260K clicks per month.

2023

• Initiated and project managed a full site redesign of Nurse.org, including a new homepage, top navigation, category pages, author bio pages, and other supplementary pages. The goal of this was to improve UX, improve site structure, and increase our EEAT score.

• Implemented a topic cluster/pillar topic content interlinking and updating approach. This initiative consisted of auditing our existing content related to these topics and ensuring it was all interlinked, publishing new niche cluster content to further build our topical authority, and updating pillar pages.

• I wrote and published a study on the nursing shortage that has organically earned 387 backlinks.

2024

• Overhauled trust and authority signals across the site — created a data-driven program ranking methodology, expanded the editorial process page, added customized sourcing statements by content type, and surfaced author credentials inline — all aimed at improving EEAT and demonstrating credibility to both users and Google.

• Conducted ongoing monetization testing, running A/B experiments on CTAs vs. third-party widgets across different program types to identify the highest-performing monetization for each. Grew two partner revenue channels significantly within months.

• Rolled out new site features including updated programs design, new category page improvements, and additional high-revenue articles added to top navigation.

2025 - Present

• Built a deliberate AI citation and answer box strategy — optimizing content structure, authoritativeness, and formatting for how LLMs surface and cite content — resulting in multiple high-competition articles appearing in AI Overviews.

• Capitalized on high-intent seasonal demand through Nurses Week, making daily content updates and targeting underserved queries, driving 407K sessions in May and a 30% YoY traffic increase.

• New content published in H1 2025 began generating revenue quickly, demonstrating the strength of the content prioritization system and editorial process.

• Continued site improvements including new content formats — key takeaways, polls, smaller image templates, and updated programs UX — contributing to ranking improvements across the site in the most recent algorithm update.