How can an ad-heavy SaaS leverage evergreen SEO traffic?

The healthcare tech space is densely cluttered. Converting and retaining patients is a significant pain point for any healthcare business.

Review Wave, solves this problem using a holistic approach. The software handles everything for medical practitioners, from getting reviews to booking appointments.

Review Wave is a great business to learn from if you want to stand out and dominate a saturated market.

Let’s get started.

Business Model

Review Wave is a cloud-based review management and patient experience platform for healthcare practitioners like chiropractors, optometrists, dentists, veterinarians, and audiologists.

Their core offering has evolved from a simple review company to a comprehensive patient experience engine.

The company operates on a subscription-based model starting at $299 per month, providing an all-in-one platform that helps healthcare practitioners/professionals:

1. Improve online reputation & visibility

2. Provide online scheduling for patients

3. Automate review collection & management

4. Offer SEO tools to improve practice rankings

5. Enable business texting for patient communication

6. Integrate with major EHR (Electronic Health Record) systems

Being profitable in the healthcare space is the toughest nut to crack, Review Wave has done $20M in revenue in 2024.

Leaving aside the profitability, let’s explore the good that Review Wave is doing to dominate the health care tech space.

SEO Fundamentals Audit for Review Wave:

#1 On-Page SEO:

I did some audits and found that Review Wave needs to do a lot of work on-page SEO.

If guys from Review Wave are reading this, the root domain ranks for several irrelevant keywords. They need to fix this.

Upon further digging, I figured out they are running 43 Facebook ads & several versions of each ad.

On Google network, Review Wave is running 9 paid ads with multiple variations.

Turns out, they’re not into organic marketing at all.

Maybe that’s because their audience is busy professionals. They do not have time to Google search, “How to grow my Optometry clinic?“

Or those who do search for such keywords, aren’t on priority right now.

The median ROAS for Facebook ads in the Healthcare space is 1.28. This means that for every dollar spent on Facebook ads, healthcare businesses can get $1.28 back.

Similarly, the median ROAS for Google Ads in healthcare is 2.35.

Assuming that Facebook ads account for most of the traffic for Review Wave, to make $20 million in 2024, they must have spent around $15,625,000 on Facebook ads (1.28 ROAS).

The numbers could be inaccurate, but the context isn’t.

Paid ads are never a sustainable option. To make profits, businesses must pivot to sustainable sources of traffic.

Maybe, this post could be a wake up call for them?

#2 Off-Page SEO:

Backlink profile is crazy good.

1604 referring domains and nearly 63000 do-follow links.

But, don’t be surprised; a lot of these are spam or irrelevant backlinks.

Only 201 out of 1000+ referring domains have spam scores of less than 30%.

Take a look at the backlinks data by yourself👇🏻

Organic Content Marketing Strategy for Review Wave

Since Review Wave is running paid ads on Google & Facebook right now, I find it exciting to develop a content marketing plan for them so that you can learn from it.

Sit back and enjoy.

Phase 1: Top-of-the-funnel Content (Traffic Generation)

1. Keyword Research & Topic Clusters

   • Research broad, high-volume keywords related to review management and patient experience

   • Create 8-10 beginner-friendly blog posts answering basic questions like "What is online reputation management?" or "How online reviews impact healthcare practices"

   • Focus on educational content that ranks well but doesn't directly sell

2. Content Creation Schedule

   • Publish 2 TOFU articles weekly for the first 2 months

   • Optimize each piece for on-page SEO (headers, meta descriptions, image alt text)

   • Keep content helpful and jargon-free to attract new visitors

3. Distribution Plan

   • Share each piece across social media platforms

   • Submit to relevant healthcare directories and forums

   • Repurpose content into short-form videos for social media

Phase 2: Middle-of-the-funnel Content (Lead Generation)

1. In-Depth Guides & Resources

   • Create 5-6 comprehensive guides targeting more specific keywords

   • Topics like "Complete Guide to Managing Patient Reviews" or "How to Improve Your Healthcare Practice's Online Presence"

   • Include downloadable templates, checklists, or tools as lead magnets

2. Email Capture Strategy

   • Add content upgrades to each middle-of-the-funnel piece

   • Create a free mini-course on reputation management

   • Set up exit-intent popups offering lead magnets

3. Engagement Tactics

   • Start a weekly newsletter sharing industry insights

   • Create interactive content like assessments or calculators

   • Host webinars on topics that matter to healthcare practices

Phase 3: Bottom-of-the-funnel Content (Conversion)

1. Case Studies & Success Stories

   • Develop 3-4 detailed case studies showing specific results

   • Create comparison content showing your solution vs. alternatives

   • Produce advanced how-to content that showcases your expertise

2. Conversion Assets

   • Create product demo videos and tutorials

   • Develop ROI calculators specific to different practice types

   • Offer free consultations or audits as final conversion points

3. Social Proof Integration

   • Feature customer testimonials prominently

   • Create video testimonials with happy customers

   • Showcase before/after metrics from successful clients

Implementation Timeline

Months 1-2: Foundation Building

• Complete keyword research and topic planning

• Publish first 10-12 top-of-the-funnel articles

• Create content calendar for first 3 months

• Set up analytics tracking

Months 3-4: Lead Generation Focus

• Begin middle-of-the-funnel content (1 every two weeks)

• Continue Top-of-the-funnel content (1 per week)

• Implement lead magnets and email capture

• Start email nurture sequences

Months 5-6: Conversion Optimization

• Introduce Bottom-of-the-funnel content (1 per month)

• Maintain balance between TOFU & MOFU content

• Develop case studies with existing customers

• Implement conversion tracking

Months 7-12: Scaling & Optimization

• Analyze performance data and refine strategy

• Build backlinks to high-performing content

• Expand into new category clusters

• Scale successful content types

Key Metrics to Track

• Organic keyword rankings

• Email sign-up conversion rate

• Organic traffic growth (monthly)

• Lead-to-customer conversion rate

• Time on page for each content type

I have created this 12-month plan considering the fact that Review Wave will continue running ads while organic traffic catches up with the paid traffic.

Cutting the budget by 50%-60% for paid ads wouldn’t harm the traffic and revenue since word of mouth must also be in their favor.

This plan will also work for you if you’re starting with your solopreneurship.

Provided that you know everything about your potential customers and have validated the product market fit.

What Can You Do Now?

• Book discovery call to get personalized help for your marketing