Matthew Conner · Evergrowth SEO

SEO strategy that connects your expertise to the people looking for it

I help healthcare and expert-led businesses turn search insights into clear content, useful website structure, and practical plans their teams can execute.

Discuss your SEO priorities Explore selected work

✓ Enterprise Healthcare Depth ✓ B2B Expert Thought Leadership ✓ Content Systems & Governance

Matthew Conner

Principal Consultant & Strategist

Evergrowth SEO

“Organizations don’t need more bloated keyword reports. They need clear architecture that connects internal subject-matter expertise to real user intent.”

Enterprise Track: UC Health SEO Manager

B2B Advisory: BHDP Architecture Strategy

Delivery Model: 1-on-1 Direct Partner

Read full background & approach →

The Core Challenge

Your expertise should be easier to find—and easier to understand

You may have strong services, knowledgeable people and a growing website, but no clear connection between what your audience searches for and what your team publishes. I help identify that gap and build a practical path forward.

Healthcare Marketing Teams

Complex clinical services, patient-facing content, provider discovery, and numerous medical reviewers. We lead with clinical depth, content governance, and unambiguous paths to patient care.

Focus: Service lines & provider discovery

Expert-Led B2B & Firms

Valuable subject-matter expertise that is trapped inside executives’ and partners’ heads. We translate high-value knowledge into search-led thought leadership without asking experts to become copywriters.

Focus: SME interview discovery & roadmaps

Select Commercial & Regional

Established businesses with high customer value seeking disciplined local SEO and commercial page optimization. We focus on conversion intent rather than hollow keyword volume.

Focus: Commercial landing pages & local intent

Clear Engagements

Three ways to work together

Launch with clearly purchasable offers with explicit delivery boundaries. No mystery retainers or vague promises.

Compare all service scopes & boundaries →

Offer 01 Structured Scope

SEO Strategy & Roadmap

Know what matters and what to do next with an actionable roadmap grounded in business goals.

Core Deliverables:

✓ Baseline performance review & search-intent mapping
✓ Information architecture & URL hierarchy recommendations
✓ Content gap and cannibalization analysis

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Offer 02 Popular Partnership

SEO Content Partnership

A sustainable flow of high-value, search-led content that translates SME knowledge into clear pages.

Core Deliverables:

✓ Search-intent and audience question discovery
✓ SME interview frameworks (extracting insights without burdening experts)
✓ Detailed content briefs & structured outlines

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Offer 03 Structured Scope

Fractional SEO Leadership

Strategic direction, agency coordination, and backlog prioritization across multiple teams.

Core Deliverables:

✓ Cross-functional roadmap direction & prioritization
✓ Vendor and agency coordination & technical review
✓ Sprint planning and ticket creation for web developers

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Artifact-Led Case Studies

Selected Work & Systems

The portfolio supports the offer; it is not merely a gallery or an online résumé. Each case study documents the problem, constraints, decisions made, approved artifacts, and verifiable outcomes.

Enterprise Healthcare System Role: SEO & Content Systems Architect

Enterprise Healthcare Architecture & Component Governance

Academic medical center needed to unify hundreds of complex clinical specialties and conditions into structured, patient-centered page templates that search engines and patients can easily navigate.

Key Delivered Artifact: The 3-Layer Component Operating System (Intake Schema → Shared Governance → Assembly Specifications) across 14 component types.

Healthcare SEO Component Architecture Content Governance Enterprise Systems

Delivered Outcome

Delivered reusable component specifications (Re01–Re14) that eliminated writer guesswork, structured clinical intake from physicians, and created clean, crawlable patient pathways.

Read in-depth case study & artifacts →

Architecture & Design Firm Role: Fractional SEO Strategist & Editorial Consultant

B2B Thought Leadership & SME Editorial Strategy

A national architectural design firm had world-class experts but struggled to translate complex design methodologies into discoverable online content that enterprise buyers search for.

Key Delivered Artifact: SME Knowledge Miner framework, search-intent to service mapping matrix, and structured editorial briefs.

B2B SEO SME Extraction Editorial Strategy Fractional Direction

Delivered Outcome

Built a repeatable editorial engine connecting subject-matter experts to targeted search intents, bridging the gap between high-level brand storytelling and organic buyer discovery.

Read in-depth case study & artifacts →

Clinical Operations & Local SEO Role: Content Systems Designer & Workflow Specialist

Governed Provider Discovery & Multi-Channel Content Workflows

Healthcare provider directories require strict editorial consistency, accurate medical credentials, and different formatting constraints across EHR provider finders and Google Business Profile listings.

Key Delivered Artifact: Unified Provider Bio Prompt System with character count governance (Epic 1,750-char vs. GBP 750-char rules) and factual preflight checklists.

Provider SEO Local Search Content Operations Workflow Governance

Delivered Outcome

Standardized provider profile onboarding, eliminated non-compliant marketing claims, and established automated drafting constraints while preserving physician voice and medical accuracy.

Read in-depth case study & artifacts →

View all portfolio cases & methodology details →

Our Consulting Method

From business priorities to a workable SEO plan

Sustainable organic performance doesn’t come from isolated keyword spreadsheets. We use the Discoverability-to-Action Framework to align business goals, extract credible expertise, and build systems your team can actually execute.

Core Architectural Principle

“Meaning lives in structure, hierarchy, prominence, and context.”

Search engines and real users evaluate content through its place in your site architecture—not just word count.

01 Stage

Align

“What business and audience problem matters?”

Establish baseline organic performance, audience journeys, business targets, and technical constraints before recommending a single tactic.

Core Outputs:

✓ Business goals definition
✓ Audience needs & pain points
✓ Scope & capacity review
✓ Baseline performance benchmark

Decision Gate:

Agree on what success looks like and identify who owns publishing and technical decisions.

02 Stage

Discover

“Where do demand and credible expertise intersect?”

Uncover what your prospects and patients actually search for, map intent against internal SME expertise, and eliminate keyword guesswork.

Core Outputs:

✓ Search-intent map
✓ SME interview insights
✓ Topic opportunity matrix
✓ Content gap & competitor analysis

Decision Gate:

Prioritize opportunities by strategic relevance and commercial fit—never keyword search volume alone.

03 Key Pivot

Structure

“How should people find, understand, and navigate the information?”

Organize information hierarchy, URL relationships, templates, and wayfinding components. Meaning lives in structure, hierarchy, prominence, and context.

Core Outputs:

✓ Page taxonomy & URL hierarchy
✓ Template field specifications
✓ Component-level wireframes
✓ Clear conversion pathways

Decision Gate:

Validate architecture against real user tasks and CMS publishing capabilities.

04 Stage

Deliver

“What can this team publish and implement responsibly?”

Produce comprehensive briefs, write clear content, establish editorial governance rules, and coordinate with engineering partners.

Core Outputs:

✓ Production-ready content drafts
✓ Governed authoring guidelines
✓ Developer task specifications
✓ QA review checklists

Decision Gate:

Confirm factual accuracy, brand alignment, and technical feasibility before publishing.

05 Stage

Learn

“What changed, and what should happen next?”

Analyze actual query movement, engagement patterns, and conversion actions to refine subsequent editorial and technical sprints.

Core Outputs:

✓ Quarterly performance review
✓ Query & ranking diagnostics
✓ Updated opportunity backlog
✓ Refined editorial roadmap

Decision Gate:

Iterate based on usable evidence and business outcomes rather than vanity traffic spikes.

Matthew Conner, SEO Manager & Consultant

Accountability

Every strategy, brief, and audit is personally led and delivered by Matthew.

Personal Credibility & Background

Strategy and execution, connected

My work brings together SEO research, content writing, and the systems teams need to publish consistently. I focus on the connections between audience needs, subject expertise, website structure, and the next action a visitor should take.

Having managed organic strategy at UC Health—guiding service-line architectures, provider directory discovery, and clinical content governance—I understand how complex organizations operate, where red tape slows publishing down, and how to create frameworks that clinicians, marketers, and developers can all agree on.

Strategist & Writer

I define the opportunity and show what a useful, search-led page should actually look like.

Content Architect

I address hierarchy, navigation, templates, and component relationships—not isolated keywords.

Systems Thinker

Intake schemas, writing rules, and repeatable assembly turn sporadic blogging into a machine.

Cross-Functional Translator

I connect clinical experts, marketing directors, brand stewards, and technical developers.

Clear Expectations

Frequently Asked Questions

Everything you need to know about our engagement model, collaboration style, and delivery boundaries before we begin.

Who is a good fit to work with Evergrowth SEO?

Evergrowth SEO is designed for organizations whose subject-matter expertise is stronger than their online visibility. Most clients are healthcare marketing teams managing complex clinical services, expert-led B2B firms (architecture, consulting, technology) whose knowledge is trapped in executive minds, and established commercial organizations ready to build sustainable organic search systems. If your team values honest, structured strategy over quick-fix ranking tricks, we are an ideal fit.

Can you collaborate with our existing web agency or developers?

Yes, and this is often where fractional leadership provides the greatest value. I frequently work alongside in-house marketing directors, web developers, content teams, and external design agencies. Rather than stepping on toes, I provide clear, prioritized technical specifications and editorial briefs that your developers and writers can immediately execute without ambiguity.

Do you write the content yourself or just provide recommendations?

Both options are available depending on your team’s internal capacity. Through the SEO Strategy & Roadmap offer, I provide search-intent maps, detailed content briefs, and architectural specifications for your internal team to write. Through the SEO Content Partnership, I personally write and polish high-impact articles, service pages, and refreshes, working with your subject-matter experts via structured interviews.

Who implements the technical changes on our website?

Technical changes (such as URL redirects, schema markup insertion, template coding, and CMS configuration) are typically executed by your internal web development team or CMS agency. I provide production-ready tickets, field specifications, and exact code snippets (such as JSON-LD schema or meta tags), and then conduct pre- and post-launch QA checks to verify flawless deployment.

How is progress and SEO success measured?

We measure what directly impacts your business: qualified inquiries, consultations, patient appointments, and organic visibility on high-intent commercial queries. We avoid vanity metrics like raw bot impressions or rankings on uncommercial terms. Every engagement includes clear baseline reporting and quarterly progress reviews tied to tangible business outcomes.

What do you need from our internal team to get started?

A successful engagement requires three things: (1) access to Google Search Console and Google Analytics, (2) an agreed point of contact with decision-making authority, and (3) occasional 30-minute access to your internal subject-matter experts for research and fact-gathering. We respect your team’s busy schedules by using structured intake forms and focused interview guides.

Have a specific question about your technical setup or team structure?

Ask directly via our inquiry form →

Direct Expert Advisory

Let’s make your next SEO decision clearer

Tell me what you want to improve, where the work is getting stuck, and who is involved. We can explore whether a focused project or ongoing advisory partnership is the right fit for your team.

Tell me about your project Explore our three offers

Personal delivery by Matthew Conner · No junior account reps · Response within 1 business day