Case study · Healthcare · Enterprise search
A thousand locations.
One system for the next patient action.
An entity-driven location platform that connected search discovery to calls, directions and appointments across a fragmented healthcare network.
Dignity Health Yext location conversion engine: programmatic SEO and conversion infrastructure across 1,000+ healthcare location pages.
- Employer
- Dignity Health / CommonSpirit Health
- Role
- SEO & Web Analytics Product Manager
- Period
- 2018–2019 build · continuing measurement
- Scope
- Nine service areas, 1,000+ locations, 20+ regional markets
The patient did not see one health system.
Dignity Health’s nine service areas operated like separate web experiences. Templates, location information and paths to care varied by market. A patient could find a facility and still face unnecessary work to call, get directions or start an appointment.
The legacy Sitecore publishing process made a page-by-page solution impractical, and Google often lacked enough structured location context to match the right specialty, facility or market to the right local search intent. We needed an infrastructure decision: a reusable location system, with dependable entity data underneath it and measurable patient actions on top.
Put the entity model before the page template.
I drove the location conversion system with SEO, design, analytics, internal data owners, regional stakeholders and Yext engineering. Parent and child entities described the relationship between facilities, specialties and service areas. Standardized names, addresses, phone numbers and metadata gave each location a consistent identity.
Yext Pages provided a publishing layer outside the legacy CMS bottleneck. Reusable templates, structured data, database uploads and feed pushes made it possible to scale more than 1,000 pages while keeping the important details governed centrally.
- Developed a 1,000+ page Yext location conversion system, driven by the SEO team and built cross-functionally with design, analytics, internal data owners, regional stakeholders and Yext engineering.
- Used Yext Pages, parent/child entity architecture, reusable templates, structured data, database uploads and feed pushes to create scalable location pages outside the legacy CMS bottleneck.
- Standardized NAP, specialty, service-area and location metadata so Google, Apple Maps, Siri, Alexa and other publishers could understand each entity and market.
- Connected the page system to appointment, call, direction and location-action measurement, so SEO could claim attributable patient-acquisition value.
Make the business outcome observable.
The design connected discovery to calls, directions, appointment starts and booking pathways. Measurement was part of the product requirements, so search performance could be evaluated in terms of patient-acquisition actions.
The system was estimated to account for 60–80% of tracked location actions within months of launch, depending on the action and reporting window. Its contribution continued into later CommonSpirit reporting: 175,000 calls and directions, 88,000 appointments and $15.21 million in FY22 attributable revenue. These later totals describe the continuing system, rather than a single launch-period lift.
Before
Nine regional web experiences
Service areas behaved like separate sites, with inconsistent templates, local publishing habits and weak patient-action paths.
System
Yext entity + page layer
Structured location data, reusable templates, database uploads and Yext engineering support created a scalable conversion surface.
Result
Measured patient-action lift
The system became a major location-action layer across calls, directions, appointment starts and booking pathways.
What this shows
End-to-end product ownership linking programmatic SEO, entity architecture, CRO, analytics and cross-functional execution to measurable patient-acquisition value. The durable SEO asset was the infrastructure: clean entities, reusable pages and a measurable path from discovery to care.
Evidence and context
Scope and outcome figures are drawn from the approved portfolio and career records. Build-period estimates and later FY22 outcomes are distinct: the 60–80% share is a launch-period estimate; the call, direction, appointment and revenue totals come from later CommonSpirit reporting on the continuing system. The archived 2018 Dignity Health homepage shows the separate service-area entry points that existed before the location layer.
View the archived 2018 site