Organic Growth Opportunities

Create a static profile page for each high-volume provider in the US, featuring a proprietary Zelis-scored “Directory Accuracy Index.” This play targets the urgent compliance need for accurate provider data, driven by new regulations and hefty fines.

Example Keywords

• “Dr [Name] directory accuracy score”
• “cardiologist directory errors [State]”
• “provider directory accuracy index 2024”
• “how to meet 90-day directory verification rule”

Rationale

CMS and state agencies are imposing steep fines for inaccurate provider directories, creating urgent, high-intent search volume from payers and health systems. By publishing accuracy scores at the individual provider level, Zelis can capture this traffic and demonstrate its unique data validation capabilities.

Topical Authority

Zelis validates over 400 million directory records monthly for 770+ payers, giving it unparalleled, real-time accuracy data. Publishing this data establishes Zelis as the definitive authority on a critical compliance issue that competitors cannot replicate at this scale.

Internal Data Sources

Utilize provider search API snapshots (address, phone, specialty), claims billing address cross-checks for mismatches, SmartShopper member feedback on location issues, and enforcement timelines from the internal Legislative-Highlights knowledge base.

Estimated Number of Pages

250,000

Generate a guide for each unique combination of a medical code, modifier, and specialty, showing its first-pass acceptance rate and common denial triggers. This strategy directly addresses a daily pain point for providers and coders trying to reduce claim denials.

Example Keywords

• “Modifier 25 clean claim rate 2024”
• “denial risk CPT 97110 physical therapy”
• “first-pass acceptance anesthesia ASA 00840”
• “how to avoid edit for CPT 99214”

Rationale

Providers, RCM vendors, and coding auditors actively search for metrics to predict and prevent claim denials. By providing this data, Zelis attracts a high-volume professional audience and positions its claims editing solutions as the answer to a costly operational problem.

Topical Authority

Only Zelis can marry its proprietary claims-editing rule fire rates with real claim outcomes across hundreds of payers. This creates a highly defensible and unique content asset that showcases deep expertise in payment integrity and revenue cycle management.

Internal Data Sources

Leverage the proprietary Claims-Editing rules database, de-identified payer denial reason codes, statistics on edit override success percentages, and cohort data showing savings per 1,000 claims.

Estimated Number of Pages

32,000

Publish an encyclopedia with one explainer page for every proprietary and public claims-editing rule. This play makes Zelis the definitive resource for understanding complex claim denial logic.

Example Keywords

• “Edit #ZBR-31425 description”
• “Modifier 59 CCI edit denial reason 2024”
• “unbundling rule 1101-orth explanation”
• “secondary claims edit list radiology”

Rationale

Payment integrity teams, coders, and billing specialists frequently research specific edit rule IDs to understand and appeal claim denials. Creating a comprehensive, public encyclopedia for these technical queries captures high-intent, expert users and establishes an unbeatable moat of content.

Topical Authority

Zelis owns the intellectual property for thousands of its proprietary edits, meaning no competitor can publish more authoritative explanations or real-world denial frequencies. This play transforms internal knowledge into a public-facing asset that demonstrates clear market leadership.

Internal Data Sources

Use the internal edit knowledge-base text from engineering wikis, frequency and savings impact statistics from live payer clients, sample redacted EOBs, and relevant SME quotes auto-pulled from transcribed podcasts.

Estimated Number of Pages

22,000

Develop a library of static pages detailing the cost benchmarks for every major medical procedure code (CPT/DRG), optionally segmented by state or facility type. This foundational SEO play targets a massive volume of cost-related searches from professionals and consumers alike.

Example Keywords

• “CPT 99213 average reimbursement”
• “DRG 470 cost benchmark”
• “hip replacement average allowed amount”
• “arthroscopy Medicare vs commercial payment gap”

Rationale

Healthcare cost is a top search category for payers, providers, and patients. By publishing open, SEO-friendly benchmarks, Zelis can attract significant top-of-funnel traffic, earn valuable backlinks, and create a natural entry point to showcase its advanced pricing and analytics APIs.

Topical Authority

Zelis prices over a billion medical claims annually and publishes the Payment Harmonization Index, providing a perfect, first-party dataset for credible cost benchmarks. While competitors offer gated reports, this open library will quickly establish topical dominance.

Internal Data Sources

Feed the LLM with de-identified aggregated allowed amounts from the Zelis claims engine, Network360 analytics for regional variance, SmartShopper member-shopping data, and a proprietary glossary of clinical code descriptions.

Estimated Number of Pages

20,000

Create thousands of pre-calculated ROI pages for unique claim environments, defined by state, line-of-business, and claim volume. This play targets high-intent executives who are actively building a business case for payment integrity solutions.

Example Keywords

• “Medicaid payment integrity ROI 500k claims Georgia”
• “workers comp claim-editing savings estimate Illinois”
• “dental claim scrubbing cost benefit 100k-250k claims”
• “health plan savings from claim edits”

Rationale

Prospects, particularly in finance and operations, are often tasked with building a business case before engaging with sales. These pre-calculated blueprints meet buyers where they are in their journey, providing immediate value and capturing high-intent leads who have a budgetary mandate.

Topical Authority

Only Zelis can fuse state-specific allowed amounts, proprietary error rates, and specialty denial patterns to create realistic, defensible ROI projections at scale. This demonstrates a sophisticated understanding of the customer's financial reality that goes far beyond generic marketing claims.

Internal Data Sources

Use historical savings curves from client cohorts, a database of state-specific regulatory nuances (e.g., balance-billing rules), edit hit-rates by line-of-business, and interactive calculator logic that can be hydrated with JS on the static page.

Estimated Number of Pages

18,000

Improvements Summary

Refocus each provider page on a unique high-volume keyword, restructure content to match user intent, and add targeted FAQs, how-to guides, and support details. Strengthen internal linking, update meta tags, and introduce new support articles and geo-targeted contact pages.

Improvements Details

Rewrite H1s and titles to match primary keywords like 'zelis provider portal' and 'zelis payments', and add benefit-driven hooks. Separate mixed intents by creating dedicated sections for login, payments, enrollment, and contact info, and implement FAQPage, HowTo, and VideoObject schema. Expand content with comparison tables, explainer videos, and location/contact micro-pages, while consolidating login experiences and updating internal links from high-authority pages.

Improvements Rationale

Aligning each page with a specific keyword and clear user intent will improve rankings for high-volume branded queries and increase organic CTR. Addressing long-tail questions and surfacing support information reduces user friction and support calls. Strengthened internal linking and structured data will help capture more search traffic and defend against competitors.