Pharmaceutical, Retail & eCommerce
Google Search Console, Ahrefs, GTmetrix
Our client is an acknowledged online provider of certified pharmaceuticals in Western Europe, as well as an educational portal providing information on healthcare, drugs, and wellness in general. Being an omnichannel retailer, the company offers its customers home delivery and self-pickup in over 1500 locations, including brand’s and partners’ pharmacies.
The client planned to scale by expanding their partnership network and providing a broader range of medications. The company reached out to NIX to cover search engine optimization (SEO) activities for their website and specifically to enhance its structure and attract more organic users, which was necessary for the company’s consistent growth.
NIX’s goal was to double the organic traffic on the website in ten months using SEO tools. For this, our action plan included activities in two main directions:
On-site, technical, and off-site optimization of the client’s website
Enhancement of customer experience through website redesigning, content improvement, and online chat setup
We focused on making the website user-centric to improve customer experience, as well as qualitative for search engines to increase organic traffic. Taking into account regular changes in Google’s search algorithms, we forecasted all possible deviations and included them in the work plan.
To achieve the set goal, our experts carried out the following steps:
Analyzing the players of the European pharmaceutical market, we identified the key queries that were bringing them traffic. As a result, we restructured and improved onsite content, making it more appealing to the customers and relevant to search engines.
As part of the on-site SEO, the NIX team carried out a wide range of tasks:
1. We implemented new page types with expert content according to Your Money or Your Life (YMYL) and Expertise, Authoritativeness, and Trustworthiness (EAT) approaches. For this matter, we took the following steps:
2. Our experts completely redesigned the reviews page. Now users have the opportunity to leave detailed reviews with photos and videos as well as rate the service. We also added an incentive program for leaving comments.
3. Optimization of medication cards on the site was another important step, which included:
Technical optimization included identifying weaknesses and implementing recommendations for improving source code and optimizing site rankings. We handled page speed, internal linking, logical structure and crawl depth, page canonicalization, and URL structure. At the same time, our experts considered the update of Google algorithms and enhanced the technical SEO settings to meet core web vitals (CWV) requirements.
To improve the website’s ranking, our team worked on link building. We collected many high-quality backlinks operating as confidence boosters for search engines, suggesting content as credible, useful, and valuable.
Qualitative customer service is at the core of the company’s values. From our side, to enhance customer experience on the website, the NIX team did the following:
Summing up, the NIX team managed to achieve our set goal—double the organic traffic on the client’s site in 10 months. We improved overall website visibility, as well as page ranking in the following ways:
3 Experts (Marketing Project Manager, 2 SEO Experts)
Ahrefs, Google Search Console, GTmetrix, PageSpeed Insights, Screaming Frog SEO Spider
PPC advertising campaigns on Google and social media networks that grow key business metrics—raise return on advertising spend (ROAS), revenue, and amount of transactions.
Attracting users to the app and encouraging them to make regular in-app purchases resulting in 100k+ downloads within four months.
Providing comprehensive promotion—from product introduction to the target market to ASO and PPC activities.
Implementation of SEO activities and optimization of PPC advertising to increase ROMI and make lead generation more efficient.
SEO activities that ensured a smooth transition from offline to online without any drop in sales during the COVID-19 outbreak.
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