Mitchell MillerDignity Health Yext Location Conversion Engine
Programmatic SEO and conversion infrastructure across 1,000+ healthcare location pages
Partners
SEO, analytics, design, data owners, Yext engineering, regional market teams
Tools & Data
Yext Pages, Yext Knowledge Graph, Sitecore, Adobe Analytics, GA4, GSC, Python/SQL/BigQuery, database uploads
Proof
Estimated 60-80% share of tracked location actions within months of launch, across calls, directions, appointment starts, and booking pathways depending on metric and reporting window; the system continued compounding into later CommonSpirit reporting, including 175K calls/directions, 88K appointments, and $15.21M FY22 attributable revenue
Interview Angle
Use this story when the interviewer cares about scale, execution ownership, cross-functional alignment, or turning messy data into a shipped system.
Problem
Dignity Health operated like nine regional web experiences with inconsistent templates, local governance, conversion paths, SEO architecture, and location data. Legacy Sitecore publishing constraints made it difficult to scale clean patient-action pages, and Google often lacked enough structured location context to match the right specialty, facility, or market to the right local search intent.
System & Approach
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.
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.
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.
Execution Pattern
This work required translating search and analytics signals into concrete requirements, aligning stakeholders who owned different parts of the system, and keeping the implementation tied to measurable business outcomes instead of isolated SEO tasks.
Outcome
Estimated 60-80% share of tracked location actions within months of launch, across calls, directions, appointment starts, and booking pathways depending on metric and reporting window; the system continued compounding into later CommonSpirit reporting, including 175K calls/directions, 88K appointments, and $15.21M FY22 attributable revenue
What this shows hiring managers
End-to-end product ownership linking programmatic SEO, entity architecture, CRO, analytics, and cross-functional execution to measurable patient-acquisition value.