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As the SEO Lead at Moderna Therapeutics, I was responsible for bringing the best SEO practices to the forefront of their digital strategy. One of the key initiatives I designed and implemented was the Schema.org structured data strategy, which played a crucial role in improving Moderna’s search visibility across 43 pharmaceutical websites. This case study explores how I led the development and integration of structured data, significantly enhancing the company’s search engine performance and social media engagement.
As the SEO Lead at Moderna Therapeutics, I was responsible for bringing the best SEO practices to the forefront of their digital strategy. One of the key initiatives I designed and implemented was the Schema.org structured data strategy, which played a crucial role in improving Moderna’s search visibility across 43 pharmaceutical websites. This case study explores how I led the development and integration of structured data, significantly enhancing the company’s search engine performance and social media engagement.
Structured data refers to a standard way of organizing and labeling content on a webpage, allowing search engines to better understand and display the information. Schema.org structured data is the recognized industry standard used by search engines like Google and Bing. I also integrated OpenGraph and Twitter Cards to ensure proper representation on social media platforms such as Facebook and Twitter.
As the SEO Lead, my goal was to ensure that Moderna’s digital presence was not only optimized but also future-proofed. Structured data was a key element of this strategy because of its ability to:
Increase click-through rates through rich result snippets
Improve search visibility across medical content and drug information
Enable faster indexing, particularly for timely content like COVID-19 updates
Optimize content for voice search, positioning Moderna as a key source of information
By implementing structured data, I ensured that Moderna’s websites gained a significant edge in competitive search spaces, especially as many competitors had not yet adopted this best practice.
Defining Page Purpose and Strategy
Each page required a detailed analysis of its content to determine the appropriate structured data markup. For example, drug information pages were tagged with the Drug schema, while pages with FAQs were enhanced with the FAQPage schema. In many cases, I used multiple sets of structured data on a single page to ensure comprehensive coverage of the content.
Collaborating and Educating Web Developers
With the structured data strategy defined, I collaborated closely with the web development team to ensure correct implementation. I provided documentation, templates, and training sessions to speed up the process. This hands-on approach ensured that every developer understood the value of structured data and how to integrate it seamlessly into the HTML code.
Developing Best Practices and Templates
To maintain consistency and scalability, I designed structured data templates that could be used across the 43 websites. These templates covered a wide range of content types, including medical pages, news articles, FAQs, and video content. I also created best practices documentation to guide page layout, maximizing the SEO benefits of structured data.
Implementing Types and Properties
Schema.org is organized around types (content categories) and properties (elements within those categories). Here’s how I applied them across Moderna’s websites:
Article and NewsArticle for press releases and news updates
MedicalWebPage for content featuring specialized medical information
Organization for company details, including location-specific information
This comprehensive approach ensured that each webpage was optimized for search engine understanding, improving its ranking potential.
Scaling Across Multiple Websites: Managing structured data implementation for 43 different websites required careful planning. Each site had unique content that needed specific types of structured data. I developed scalable processes and guidelines that allowed the team to implement structured data efficiently and consistently.
Training Development Teams: While structured data was essential for SEO, it required close collaboration with the web development team. I made sure to train the developers thoroughly, offering step-by-step instructions on how to add structured data into the HTML code. This education was vital to ensuring long-term success.
Maintaining Consistency: With so many websites and different teams involved, maintaining consistency was a challenge. I introduced templates and a robust documentation process to ensure that all teams followed the same approach, which resulted in uniform structured data implementation across all sites.
Rich Snippets and Enhanced Search Results: Thanks to the structured data implementation, Moderna’s content began to appear in rich snippets, improving both visibility and click-through rates. Whether it was drug information or frequently asked questions, rich snippets allowed Moderna to stand out in search results.
Improved Indexing and Higher Rankings: The structured data allowed search engines to crawl and index pages much faster, leading to better rankings for important content like medical updates and drug information. This was especially valuable for rapidly evolving content, such as COVID-19-related pages, where quick indexing was crucial.
Seamless Social Media Sharing: The integration of OpenGraph and Twitter Cards ensured that Moderna’s content was properly displayed when shared on social media platforms. This resulted in more consistent branding and improved social media traffic.
Voice Search Optimization: Voice search is increasingly important in the medical and pharmaceutical industries. By implementing structured data, I positioned Moderna to succeed in this emerging channel, ensuring that its content was optimized for voice search queries.
Article: https://schema.org/Article
COVID-19 Announcements: https://schema.org/SpecialAnnouncement
Drug: https://schema.org/Drug
FAQPage: https://schema.org/FAQPage
Medical WebPage: https://schema.org/MedicalWebPage
Organization: https://schema.org/Organization
News Article: https://schema.org/NewsArticle
The core issue at Moderna was that most of the content housed in PDFs had variable data that needed regular updates from multiple systems that could not be integrated to web through APIs. This made PDFs cumbersome because each time the data changed, the entire document had to be re-uploaded. Additionally, PDFs did not offer the SEO benefits that web pages provide, such as rich metadata, structured data, or better user engagement.
Key challenges included:
