PostMyMeds partnered with us wanting to improve their organic positioning online to become more competitive against market leaders such as Superdrug Pharmacy. We worked closely with the team, identifying their USPs to come up with an effective plan of action. We devised the following campaign objectives:
After partnering with PostMyMeds we carried out an audit to create optimised content to further enhance the site’s relevancy for core search terms.
To ensure the brand was able to better compete in the market, we created a targeted offsite strategy and internal linking structure. This would enable us to ensure link equity was equally distributed across the website.
To support our content creation, we created a series of in-depth article content to better inform users and provide useful and engaging E-A-T focused content. This would also help to ensure that the content would be easily discovered, as the business falls under the YMYL category.
- The site’s technical health was poor, with over 7000 technical crawl errors presented across a range of tools. A manual check through the site indicated poor usability and a large number of orphaned pages which explained the lack of indexation they were experiencing.
- The site’s authority was low, with a large number of low-quality backlinks from previous SEO techniques. We conducted a full backlink analysis to determine the need for a disavow to remove any spam that may have been holding the site back. We then proceeded to undertake a blogger outreach activity which allowed us to gain a number of high quality backlinks to further enhance the site’s authority. We integrated an intricate internal linking structure thoughout the site also, to improve the link equity distribution.
- We conducted a full site content audit across all of the top-level category pages and found that the site was struggling with thin content and a lot of cannibalisation throughout their similar categories / subcategories. We recreated all of the content that was experiencing these cannibalisation issues, optimising for main target terms and ensuring that the content offered was E-A-T focused. We also improved the blog section of their site, by creating high quality articles providing further information to users about specific products or conditions. These were thoroughly checked through by the medical professionals and pharmacists working at PostMyMeds to ensure accuracy.
Throughout our time working with PostMyMeds, we saw a 371.42% increase in their top 3 positions.
In turn, this led to a 680.67% increase in organic traffic.
We also saw a 692.16% increase in organic search visibility.
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