SEO for Pharmaceutical Provider Resulting in Double Organic Traffic in Ten Months

NIX doubled the organic traffic on the client’s site in 10 months. due to on-site, technical, and off-site optimization and enhanced customer satisfaction through website redesigning, content improvement, and online chat setup.

Business Domain

Pharmaceutical, Retail & eCommerce
Service

Digital Marketing
Technologies

Google Search Console, Ahrefs, GTmetrix

Business Overview

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.

Project Scope

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:

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

Solution

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:

On-site Optimization
Technical Optimization
Off-site Optimization

On-site Optimization

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:

Added a search option that enabled customers to find medicine by its active ingredient
Compiled medication guide for pregnant women and breastfeeding mothers, being the audience with the most stringent medication restrictions
Created portal pages for trade names of medicines
Analyzed the most frequently asked questions from users and added doctors’ answers to them

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:

Extending drug descriptions, along with highlighting major properties
Adding cross-linking for website pages with certain ingredient and trade name pages
Improving pages’ usability by adding instruction content with ability to switch to points of interest

Technical Optimization

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.

Off-site Optimization

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.

Customer Service Improvement

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:

Added free online chat with an experienced pharmacist
Redesigned the order page and removed the one-click purchase button to decrease the overload of the call center and accelerate the ordering process
Improved the relevance of the site’s search results by refining the synonym dictionary and proofreading
Diversified the variety of loyalty programs by 5000+ items

Outcome

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:

Categories: positions in the top 1 +40%
Analogues: positions in the top 1 +10% and in the top 3 by +30%
Review pages: positions in the top 1 +25%
Product cards: positions in the top 5 +12%