Verily Organic Growth Opportunities

This play creates thousands of programmatic solution pages mapping specific clinical trial operational problems to Verily’s capabilities, segmented by workflow, buyer persona, and trial phase. It transforms Verily’s existing solution expertise into high-intent landing pages that capture non-branded search traffic from pharma and CRO procurement teams.

Example Keywords

• "study startup software for sponsors"
• "clinical trial site feasibility tools"
• "clinical trial monitoring platform"
• "site activation workflow automation"
• "clinical trial vendor management software"

Rationale

Verily’s current organic traffic is 64.9% branded (homepage), while competitors like IQVIA and Tempus capture massive non-branded volume. By creating pages for specific use cases like 'Phase II oncology monitoring software,' Verily can bridge the 65,000+ monthly visit gap with its competitors.

Topical Authority

Verily already has a robust 'Solutions' section and high domain authority (AS 40). Expanding into granular workflow pages leverages existing credibility in precision health and clinical research technology.

Internal Data Sources

Utilize Viewpoint product sheets, implementation guides, and support documentation from support.workbench.verily.com to provide differentiated, technical context for the LLM.

Estimated Number of Pages

8,000+ (Based on 25 workflows × 8 personas × 10 trial types × therapeutic area variants)

This strategy involves building a massive, reference-grade library of CDISC implementation pages covering SDTM domains, ADaM datasets, and controlled terminology. It targets the technical data managers and biostatisticians who are the primary users of Verily’s data workbench and evidence generation tools.

Example Keywords

• "SDTM LBTEST mapping examples"
• "ADaM ADSL variable derivation"
• "CDISC controlled terminology codelist"
• "SDTM edit checks for vital signs"
• "mapping FHIR to SDTM domains"

Rationale

Data implementers search for specific variable definitions and mapping rules daily. Providing a comprehensive, searchable encyclopedia creates a massive top-of-funnel moat that establishes Verily as the definitive source for research-ready data standards.

Topical Authority

Verily’s focus on 'transforming complex health data' makes this a natural fit. While not currently ranking for these terms, the domain's technical backlink profile provides the necessary foundation to rank for long-tail data standards.

Internal Data Sources

Leverage internal data standardization playbooks, validation rule libraries, and technical documentation from the Verily Workbench to offer unique implementation insights.

Estimated Number of Pages

150,000+ (Covering thousands of variables across SDTM, ADaM, and Controlled Terminology sets)

This play generates a library of pages that mirror the exact language found in enterprise RFP (Request for Proposal) requirements for clinical software. It provides buyers with requirement explainers, acceptance criteria, and compliance checklists that align with Verily’s security and trust standards.

Example Keywords

• "21 CFR Part 11 audit trail requirements"
• "GxP SaaS validation approach"
• "ALCOA+ data integrity controls checklist"
• "HIPAA minimum necessary controls for research"
• "clinical trial vendor SOC 2 requirements"

Rationale

Procurement and QA teams often search for specific regulatory requirement language during vendor evaluation. Owning these search results positions Verily as the 'pre-vetted' choice before a formal RFP is even issued.

Topical Authority

Verily’s existing 'Security and Trust' and 'Privacy Policy' sections provide the canonical evidence needed to back up these compliance-heavy pages.

Internal Data Sources

Use internal controls language, audit readiness documentation, and approved security review responses from the verily.com/security-trust section.

Estimated Number of Pages

12,000+ (Mapping requirements across 21 CFR Part 11, Annex 11, GxP, and HIPAA frameworks)

This play creates a programmatic library of condition-specific cohort definitions, including ICD-10 code sets, phenotyping algorithms, and data requirements. It targets RWE researchers and epidemiologists who need to define patient populations for studies.

Example Keywords

• "type 2 diabetes cohort definition for RWD"
• "ICD-10 code set for heart failure cohort"
• "phenotyping algorithm for asthma"
• "claims-based definition of chronic kidney disease"
• "EHR data requirements for oncology cohorts"

Rationale

Researchers search for validated ways to define patient populations. By providing these definitions, Verily captures high-intent traffic from users who eventually need the data platforms and evidence generation services Verily sells.

Topical Authority

This aligns perfectly with Verily’s 'Precision Health' mission. It builds topical authority in the 'Evidence Generation' space where competitors like Tempus currently lead.

Internal Data Sources

Incorporate internal phenotype libraries, study methodology notes, and de-identification protocols used in Verily’s existing research projects.

Estimated Number of Pages

60,000+ (Covering hundreds of conditions across various data source types and strictness levels)

This strategy builds a high-utility library of downloadable SOP templates, site checklists, and operational logs for clinical trial staff. It provides immediate value to study coordinators and clinical project managers, driving top-of-funnel awareness for Verily’s software solutions.

Example Keywords

• "clinical trial SOP template"
• "site activation checklist for coordinators"
• "monitoring visit report template"
• "deviation management log example"
• "vendor oversight plan template"

Rationale

Operational staff frequently search for templates to standardize their workflows. These assets serve as a 'lead magnet' that introduces Verily’s platform as the logical next step for automating these manual processes.

Topical Authority

Verily’s broad solution set for sites and sponsors makes it a credible source for operational best practices. This play expands their keyword footprint into the 'utility' category where they currently have zero coverage.

Internal Data Sources

Utilize redacted internal SOPs, implementation playbooks, and 'Perspectives' blog content to ensure templates reflect modern, digital-first trial operations.

Estimated Number of Pages

30,000+ (Segmented by role, trial phase, and specific operational workflow)

Improvements Summary

Map each product/program page to a primary non-branded keyword and rebuild above-the-fold (H1, intro, CTAs) to match category intent. Add expected B2B page sections (capabilities, how it works, proof, security, FAQ), apply Product/SoftwareApplication + FAQ schema, and publish tightly interlinked supporting articles to expand long-tail coverage.

Improvements Details

Pick one SEO-canonical hub for wastewater and optimize for "wastewater scan dashboard" with methodology/definitions, a "how to use" guide, and a data notes/release notes feed; add canonicals to remove parameter URL dilution. Rework the CTMS page around "site ctms" with a protocol digitization section and integrations content; position Pre-platform/Workbench for "healthcare data harmonization platforms" with clear differentiation plus 1–2 diagrammed use cases. Create hub pages (Clinical Research, Public Health, Data & Evidence Platforms, Precision Care, Chronic Condition Management), add a persistent "Related resources" block on each product page, standardize internal-link anchors (e.g., "site ctms"), and update title tags/metas to lead with the category term.

Improvements Rationale

Current visibility is heavily branded and each product page has thin keyword targeting, so high-intent category searches are being missed. Cleaner canonicals, stronger on-page relevance, and hub/spoke internal linking concentrate authority and improve rankings for winnable terms like "wastewater scan dashboard," "site ctms," and "healthcare data harmonization platforms." Better proof, FAQs, and conversion modules also align high-CPC topics with demo/partner intent, improving lead quality.