A case study on SEO-promotion of a drug manufacturer's website

Client: LLC “Infusion”

Product: Custom-made chemotherapy drugs

Geography: All of Ukraine

Target Audience: Doctors, patients and their families, people seeking information about chemotherapy and medication dosage

Keywords in Top 10 Before Promotion: 0

Keywords in Top 10 After Promotion: 158 out of 171

Promotion Period: December 2018 – April 2020

Unique visitors per month:

Before promotion

17 000 people

After promotion

92 000 people

Order SEO promotion with a high result

Introductory data

The "Chemoteka" laboratory selected an SEO service provider through a tender. The company operates in an innovative field in Ukraine - manufacturing individualized chemotherapy drugs, allowing patients to receive precise dosages tailored to their needs and often at a lower cost compared to mass-produced medications from pharmacies. The website had already been created and promoted by the client, but the results were far from satisfactory.

After analyzing the website and the niche, the Business Site team proposed to focus on promoting numerous specialized medium and low-frequency keywords related to medication names and oncological diseases, rather than concentrating on 20-30 high-frequency keywords.

Stages of SEO promotion

01 Site preparation

First, a technical analysis of the website was conducted, which revealed technical errors that significantly hindered SEO promotion. This was due to the nature of the custom CMS used. Therefore, a necessary technical task for website improvements before promotion was prepared for the client’s programmers:

Development of meta descriptions and h1 headers on crucial pages;
Duplicate content elimination;
Excess code removal;
Implementation of microdata to ensure proper website display on various devices;
Enhancement of hreflang as the website is multilingual;
Canonical setup for different types of pages;
Development of functionality for automatic sitemap generation.

Additionally, website navigation was improved, and a search function was added, which positively impacted the user-friendliness of the site.
To implement SEO promotion by increasing articles for specialized queries, it was necessary to revamp the blog on the website because, from a technical perspective, its functionality did not meet the required standards: pagination pages were implemented incorrectly, and there were many duplicates.

02 Analytics setup

To track the results of website promotion in search engines, the following codes were added:

Google Analytics;
Google Search Console (Webmaster Panel).

In Google Analytics, technical specialists from the client’s side independently configured all the goals that the owner was interested in.

03 Semantic core

To promote the website, a semantic core with 171 keywords was developed. These keywords were used on the main pages of the site and in the creation of informational materials. After 17 months of promotion, 158 out of 171 keywords reached the top 10 in Google’s search engine results.
Over the course of the project, more than 700 thematic keywords were utilized for creating informational materials.

04 Internal optimization

Much was done for internal optimization at the initial stage of promotion. After rectifying errors and making improvements by the client’s technical specialists, systematic work began on adding useful materials, which continues to this day, at a rate of 5 to 15 pages per month. All these pages contain high-quality textual materials prepared and proofread by specialists in the field of medicine and oncology.
The majority of articles are placed in the blog section. They are written with SEO keywords that correspond to the laboratory’s main areas of work, directly related to oncological diseases and cancer treatment.
All pages are optimized for search engine promotion and interlinked with each other. Thanks to the website’s navigation and search functionality, visitors can easily navigate to other sections or find specific materials.

05 External SEO-optimization

Due to the chosen promotion strategy, “Chemoteka” laboratory did not have a pressing need for extensive link building commonly used in classical approaches. The primary focus, given the large number of keywords in use, was placed on internal optimization.

06 Site and project features

This project is an example of successful collaboration among three parties: SEO specialists from Business Site, programmers for the technical aspects, and the client company’s managers. During the project implementation, the website was significantly improved and enhanced not only technically but also for user convenience.

A new section was developed and implemented on the website, making it easier for users to find information about cancer treatment and attracting traffic. As a result, the website is available in two languages and offers a wealth of valuable information for both patients and medical professionals, including the ability to search for chemotherapy protocols based on multiple parameters.

Work on the project is ongoing, so the growth in rankings and traffic will continue.

Chemoteca project case study