Maryland Health Connection:
Making Complex Health Insurance Information Easier to Find, Understand & Act On
Challenge
Maryland Health Connection is Maryland's official health insurance marketplace, serving hundreds of thousands of residents each year.
With complex health insurance information, changing policies and significant seasonal traffic, the website needs to help consumers quickly find trustworthy answers and confidently take the next step toward coverage.
Strategy
I take an audience-first, data-informed approach to web content - starting with what Marylanders are searching for, what they need to understand and what actions they need to take.
The strategy focuses on three priorities for web content:
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Make it findable: Strengthen organic search visibility so consumers can quickly reach trusted, authoritative information.
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Make it understandable: Simplify complex health insurance and policy information into clear, accessible language.
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Make it actionable: Create intuitive content journeys that help consumers move from finding an answer to taking the next step.
By connecting SEO, content strategy and user experience, the website becomes more than an information resource - it becomes a tool that helps Marylanders navigate the path to health coverage.
Execution
I turn strategy into action by managing and optimizing content across MarylandHealthConnection.gov throughout the year and during critical periods like Open Enrollment.
My work includes:
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Creating and optimizing consumer-facing web content using SEO best practices
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Translating complex health insurance and policy information into clear, actionable content
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Using analytics and search behavior to identify content gaps and optimization opportunities
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Improving content structure, navigation and user journeys
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Supporting accessible, mobile-friendly digital experiences
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Managing high-volume content updates for Open Enrollment, policy changes and other time-sensitive initiatives
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Collaborating across teams to keep website content accurate, timely and aligned with consumer needs
#1
Core Search Rankings
MarylandHealthConnection.gov ranks #1 for multiple high-value marketplace searches.
1.67M
Peak Monthly Website Visits
Estimated traffic reached 1.67 million visits during the 2026 Open Enrollment period.
18.3%
Approx. Organic Conversion Rate
More than 100,000 conversions resulted from 556,811 organic search sessions.
101K+
Organic Conversions
Organic search generated more conversions than any other digital acquisition channel during the same period.
556K+
Organic Search Sessions
Organic search was the website's #1 traffic channel during a published reporting period (Maryland Health Benefiit Exchange.
Results at a Glance
Every bit of this growth was achieved organically.
Business Impact
The website is a critical gateway between Marylanders and health coverage. My work supports a digital experience where organic search is the leading source of both traffic and conversions, generating 556K+ sessions and 101K+ conversions during a published reporting period.
During peak Open Enrollment, the site serves more than 1 million monthly visits, helping consumers find answers, understand their options and move toward enrollment.
During my tenure, private-plan enrollment grew approximately 40%, from 182,166 for 2023 coverage to a record 255,612 for 2026 - demonstrating the scale of the mission and customer journey the digital experience supports.
Enrollment is influenced by many factors beyond website strategy, but the growth demonstrates the scale of the mission the digital experience supports.
Great digital strategy isn't just about driving traffic. It's about helping people find what they need - and making their next step easier.
How to Choose the Right Health Insurance Plan
This blog post is an example of audience-first SEO content that makes complex information findable, understandable and actionable.
Other Resources
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Avoid Health Insurance Scams: What Marylanders Should Know About ACA Health Plans
This blog post trust is valuable for trust and authority, which are increasingly important to SEO/AEO/GEO, especially for health-related content.