Case study on SEO-promotion of a business card site of a medicinal product

logoemp1 Emaplag project case study

Client: Pharmaceutical Corporation “Yuria-Farm”

Website: https://emaplug.com.ua

Product: Medicinal product for thrombocytopenia – Emaplag

Geography: All of Ukraine

Keywords in the TOP 10 before promotion: 0

Keywords in the TOP 10 after promotion: 36 out of 40

Target Audience: Doctors and patients for whom Emaplag is suitable for treatment, wholesale dealers of the product

Promotion Period: December 2018 – December 2019

Unique visitors per month:

Before promotion

0 people

After promotion

60 people

Order SEO promotion with a high result

Introductory data

At "Yuria-Farm," we always care about the convenience of our clients: patients, doctors, and dealers. That's why when introducing new products to the market, we create informational websites about them.

The goal of such projects is to inform doctors and patients about the medication and provide guidance on where to purchase it.

"Business Site" not only carried out the promotion of the website in Google search results but also built it from scratch, which later helped reduce the time required for internal optimization.

Stages of SEO promotion

01 Preparing the site before promotion

The website is built on the WordPress platform, which is excellent for search engine optimization. The design and structure are well thought out to make it easy for users to find the necessary information. Visual elements of animation and a sound content strategy help visitors to understand the product quickly and effectively. After the website development was completed, SEO specialists had the following tasks:

Configure robots.txt and sitemap.xml;
Transition the website to a secure HTTPS protocol;
Conduct a final technical analysis and optimize the website’s performance to the maximum.

02 Analytics setup

Tracking changes in the website’s rankings and user satisfaction with its content and usability was done through Google tools. As a result:

Google Analytics was set up, and goal tracking was configured;
Google Search Console (Webmaster Tools) was connected;
Analytics and Search Console were integrated.

03 Semantic core compilation

The semantic core for the project was gathered during the website design phase, taking into account all the primary user queries and creating corresponding sections.
To track the progress in search engines, 40 key queries were selected.

04 Internal optimization

The main content components were placed on the website immediately after its launch. We gradually added or removed sections and articles to monitor visitor reactions to them.
During the process of internal optimization for SEO promotion of this website:

We optimized titles, descriptions, header tags (h1-h3) according to the semantic core, including all collected keywords, not just the main 40;
We improved interlinking between articles on different pages of the website;
We shortened page URLs;
We eliminated duplicates and pages with 404 server responses;
We set up redirects;
We added WebSite and SiteNavigationElement microdata to the existing BreadcrumbList;

We made minor layout adjustments for proper page display on all major device types;
We added new sections with articles and documentation;
We added new functionality as per the client’s request, allowing visitors to download information in PDF files, which was intended to assist healthcare professionals.

During the process of making these changes, we regularly updated the robots.txt and sitemap.xml for the convenience of website scanning by search engines’ crawlers.

05 External SEO-optimization

External optimization involved building a high-quality link profile and was carried out in three stages:

Analysis of competitors’ backlinks.
Development of a link-building strategy and plan.
Implementation of the strategy according to the plan.

Regional factors and thematic specifics were taken into account during this process.

06 Site and project features

The business card website was created not only to inform customers but also to expedite the search for medication in local pharmacies.
This simultaneously increases convenience for patient-visitors and interest from potential dealers.
At the request of “Yuria-Farm,” during the promotion process, we enhanced functionality by adding the option to download medication information in PDF files for medical professionals who prescribe medications to patients.
The product is highly niche, so after a year, the client decided to conclude work on expanding the website and halt active promotion, reallocating resources to other joint projects with “Business Site.”

Analysis of the dynamics of SEO promotion

The main goal of SEO promotion for this project (increasing traffic from search engines) contributed to the achievement of other marketing objectives, including raising awareness among the target audience and increasing medication sales. Website traffic increased gradually over time:

It might seem that the achieved results are too modest. However, this is mainly due to the fact that the medication has a narrow range and is targeted at a small audience.
In the last month of SEO promotion, the website ranked in the TOP for the main keywords with 36 out of 40 positions. Now, almost 1.5 years after the project’s completion, there are 20 positions left in the TOP, clearly indicating the diminishing effect of using this particular internet marketing tool.

Emaplag project case study