Developing and launching a new medical device is no easy process, and promoting it online is equally challenging. A solid pre-launch strategy requires marketing efforts from all mediums such as social media platforms, PR, SEO, and more.
One of the most important marketing channels is SEO, as it helps websites to gain traffic, rank in the SERPs, and create awareness among the public.
Today, we are going to give you a glimpse of exactly how we increased the organic traffic of a new medical device company by 10X in a span of 24 months through On-Page, Technical SEO and Link Building activities.
About the Client
Our client is based in the US and is preparing to launch an Automated External Defibrillator (AED) for treating sudden cardiac arrest and restoring normal heart rhythm.
The client closely works with hospitals, schools, churches, gyms, and offices to spread awareness among the public about the importance of AEDs and prompt response to cardiac emergencies.
This client’s website was relatively new, and their main goal was to create awareness about AEDs, why they are important, how to select an AED, and more.
Creating educational content was their way of becoming a trusted brand in the AED space so that users could buy their product when they launch.
When we were approached by the client, their AED device was at the stage of manufacturing and under the FDA inspection. The client had applied for a patent for his AED device, and the process was on-going.
The client was keen on increasing brand awareness before the launch of their product.
We have helped them position as an expert in their industry through content marketing & media mentions.
It was a white-label engagement, so we have decided to keep the name of the client confidential.
Conducted Technical Audit
Our first step to boost the SEO presence of any website is to conduct an SEO audit. Performing the audit helps us uncover the crawling and indexing issues that often block the performance of the website.
On conducting an in-depth technical audit, we came across a list of issues on the website that needed to be resolved and started prioritizing them based on their scale of urgency (high to low).
Some of the issues identified were:
- 301 Redirect Chain
- Canonical Errors
- Subdomain’s Robot’s.txt File
- Limited Internal Linking, and many other issues.
Detailed technical audits were performed once in every six months, to ensure all the facets of SEO were covered and addressed immediately. Also, to avoid emerging issues, monthly site audits were performed using Ahrefs Site Audit tool.
4-Step Content Strategy
As the client wanted to develop educational content around Sudden Cardiac Arrest (SCA) and the use of AEDs, we had to come up with a solid content strategy.
Our content strategy involved keyword research, creating content outlines, preparing content, and re-optimizing old content.
Let us take a look at these steps in detail:
Step 1: Keyword Research & Content Calendar
As the client’s website was new, it was challenging for us to rank in the SERPs for top ranking keywords in the client’s niche. So, we created a content strategy that can help us to rank in a short span of time.
We started by creating a content calendar that consisted of all the related and trending keywords that can be used to rank in the SERP. We had listed out all the long tail keywords, short tail keywords, as well as the seed keywords.
Out of all the keywords, we opted for long tail keywords instead of the seed keywords.
To give you an instance, one of our seed keywords was “AED”, and instead we opted for “What is an AED?” (a long-tail keyword).
This helped us rank faster for the above-mentioned long-tail keyword, resulting in an increase in the organic traffic of the client’s website.
We also chose the keywords with low search volume in our content calendar, to have less competition when ranking for those keywords.
Step 2: Content Outlines
Once we were ready with the keywords and the content topics, our next step included preparing detailed content outlines (structure) that helped the writers get a detailed overview of what exactly is to be mentioned in the blogs.
The outlines consisted of a detailed blog structure from an SEO perspective. In the outlines, we covered all the necessary details, such as primary and related keywords (along with their search volume), recommended word count, URL slug, optimized meta title and description, heading and tags, content format, FAQs, and internal links.
Our well structured content outlines helped the writer in writing SEO-friendly content with ease. We also used tools such as Neural Text & Hemingway App to add entities and measure the content score before publishing the content.
Step 3: Content Creation
Once the content outlines were created, the client’s team took charge of writing the actual content. Their expertise in AED and related subjects allowed them to produce highly informative and actionable content.
The client’s team’s proficiency in AED, their deep understanding of the topic, and their ability to translate their expertise into compelling content played a pivotal role in delivering valuable information to the target audience.
Step 4: Reoptimizing Old Content
Keeping a constant watch on the blogs, enabled us to assess their performance effectively. By doing so, we were able to identify the blogs with good performance and those requiring reoptimization in order to rank better on search engine results pages.
It also gives us insights on the blogs that have the potential to rank in the 1st page of the SERP (if they are already ranking on the 2nd or 3rd page), so that we can reoptimize them to make them rank.
As we reoptimized the blogs, we considered the keywords based on their performance in Google Search Console. We reviewed the internal linking pattern of the articles and made edits to the content based on the top-performing (competitor) articles in the SERP.
By following this 4 step content optimization strategy, we managed to rank the underperforming articles on the 1st page of the SERPs.
Internal Linking Optimization
Tip: An effective internal linking strategy can turn out to be a game changer for the websites. We aren’t just saying, we have actually observed it for many of our other clients as well.
Hence, we conducted the same activity for this client, but in a little different manner.
When the client updated us that their AED product was approved by their Nation’s government, we created internal linking strategy for their newly published product pages that contained the following ideas:
- Using Side Banners
- Adding Footer in the Articles/Guides
- Ideation of Anchor Texts
- Selection of Articles ( we selected only the relevant and top-performing articles)
Our strategy worked really great!
Result – The product pages started getting indexed faster and the product collection pages started ranking in the SERP for a few keywords.
Build High-Quality Links
Apart from the technical recommendations, content reoptimization, and internal linking, we also performed a few link building activities such as HARO, Guest Posting, and Shotgun Skyscraper to build links of high-quality & authority for the client’s website.
Till date, we have successfully built numerous backlinks for our client from well known websites such as –
- Best Life Online (DR – 78, Traffic – 4.8M)
- She Finds (DR – 72, Traffic – 118K)
- Up Journey (DR – 70, Traffic – 40.7K)
- Health Benefits Times (DR – 69, Traffic – 52.3K)
- Health Care Business Today (DR – 66, Traffic – 23.6K)
- Vegamour (DR – 51, Traffic – 40.7K) and many more trusted and authoritative websites.
A new website requires a well-planned SEO strategy to perform well in the SERP results. After implementing the above mentioned strategies and overcoming the challenges, the client’s website is now seeing continuous improvement in organic traffic.
Looking to shoot-up your website’s organic visibility? Contact us NOW!
Other Related Case Studies
- How we Boosted Organic Traffic of a US Healthcare Company by 6X
- SAAS Content Marketing Case Study– How We Increased 250K Organic Visitors in 12 Months
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