Blue Shield of California Medicare Resource Link Library

Building a healthcare resource page for medicare related topics.

My Role

As the SEO strategist, I proposed building a new version of the medicare resource page for the client. As a part of my presentation, I created mocks to help the client envision the potential layout for the medicare resource page.




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Identifying Problems and Goals

The current medicare resource page lacked information about common health concerns for seniors and how those health concerns are connected with health insurance. However, the main Blue Shield of California site houses this educational content in its content hub.

In order to provide information for users, strengthen the connection between websites, and transfer authority from the main website to the medicare microsite we suggested utilizing a link library on a medicare site page.


ux research

The idea for a link library came after discussing possible content hub additions to the medicare resource page on the BSCA medicare site. The client was undecided about how to add information, so I researched possible options for displaying content that was already present on another site without hurting SEO due to duplicate content. There were not any competitors with link libraries, but I was able to find other examples for reference when creating a mock.

To determine which topics to add to the medicare resource page, we first went through all the articles in the BSCA content hub and divided them into groups. This was a labor intensive process, since there were around 3,000 articles, many of which were duplicate content with unique URLs. Since there was an abundance of material to choose from, we decided to select only a few topics to add to the link library.

Two personas generally engaged with the medicare site: seniors and middle aged users searching for their elderly parents. To narrow down the topics that would be relevant to information seekers from both personas, I researched common health care topics associated with older age groups (65+). With this information, I selected 15 topics to use in the link library.


Design Process

I kept a similar design to the original page, with the the link library placed underneath the top banner. I modified the h1 title in the banner with a target keyword phrase.

The link library contained a title, subtitle with a search bar, and the list of 15 topics in alphabetical order. On the right side I placed a “Healthcare Resources” section, which contained clickable titles for helpful offsite healthcare resources.

At the bottom of the link section, I placed copy with a link to visit the content hub located on the main BSCA site for user looking for topics not listed above. I did not change anything else on the page beneath this section.


When a user clicks on a topic, a list of articles slides down. This list contains article titles and a brief description of the article, all of which are clickable. When a user clicks on the text, they are sent to the article page located on the BSCA main site. In order to avoid duplicate content, each description would contain a fresh summary, instead of content taken directly from the article.



This was a proposal sent to the client. However, due to budget constraints, the client was unable to make any changes to the page at that time.