Feedtrail partnered with RTR to strengthen its organic visibility around high-intent, bottom-funnel keywords and convert that traffic into qualified demos. The goal was to position Feedtrail as the leading platform for patient experience, employee engagement, and reputation management within the healthcare sector.
Increase in booked demos
Feedtrail was a leading customer experience and feedback management platform designed for healthcare organizations and other service industries. (Relias acquired Feedtrail in Jan 2025)
The platform empowers teams to capture real-time feedback, analyze results through AI-driven insights, and personalize engagement at every touchpoint.
By combining intelligent automation with actionable analytics, Feedtrail helps organizations improve patient and customer satisfaction, strengthen loyalty, and identify opportunities for operational improvement.
Trusted by healthcare providers nationwide, Feedtrail has become a key player in driving experience-centered innovation across the industry.
Feedtrail had a strong product offering and a clear value proposition but struggled to gain organic visibility for its most important bottom-funnel search terms.
Despite publishing educational and mid-of-funnel content, key service and solution pages were underperforming in competitive healthcare SaaS search categories.
The key challenges we set out to solve for included:
Core conversion pages lacked authority and topical alignment to rank for high-intent, industry-specific terms.
Existing content was fragmented across multiple pages, creating internal competition and diluted rankings.
Limited internal linking structure, making it difficult for search engines to understand hierarchy and priority across the site.
The need for a more structured content approach that aligned existing assets with target BOFU keyword opportunities.
RTR conducted a comprehensive SEO and content overhaul to consolidate Feedtrail’s authority around bottom-funnel search intent and improve conversion performance.
The strategic actions we put in place included:
Comprehensive content audit: Evaluated all existing pages and made data-driven decisions to:
Remove or prune low-performing content.
Implement 301 redirects to consolidate authority.
Re-write and refresh key assets that showed ranking or conversion potential.
Content strategy and mapping: Built a detailed content matrix outlining:
Existing pages to optimize and rework for clarity, keyword alignment, and SERP intent.
New pages to be developed around core conversion terms such as patient experience software, healthcare employee engagement software, and patient retention software.
On-page optimization and content guidance: Collaborated with the internal content team to ensure new and updated pages matched search intent, incorporated semantic relevance, and used conversion-driven structures.
Internal linking and site architecture improvements: Strengthened topical relationships between service pages and supporting resources, improving both crawl efficiency and authority flow.
The Feedtrail SEO initiative produced substantial gains in both visibility and conversions, demonstrating the power of structured content strategy and technical alignment.
Performance highlights:
83% increase in booked demos YoY driven by improved organic performance and more qualified traffic.
Position #1 rankings achieved for highly competitive BOFU keywords, including:
“patient experience software”
“healthcare employee engagement software”
“healthcare reputation management software”
“patient retention software”
These results solidified Feedtrail’s position as a top solution provider in healthcare experience management and created a scalable organic growth foundation for continued success.
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