The Challenge
This brand makes an antifungal cream for the skin. The product is classed as a medical product, so the content on its website must comply with the regulations of the Food and Drug Administration (FDA).
Content optimisation is a central part of search engine optimisation (SEO), and the FDA limits meant the usual ways of optimising content had to change. That made a successful campaign harder to run, and Primal needed an approach that worked within the regulations.
Our Approach
With the FDA limits in mind, Primal put the focus on technical SEO. We found that improving the technical side of the website could have a large effect on its rankings and its traffic.
The strategy aimed to make the website easier for search engines to crawl and index. These on-site technical improvements came first, as a base for content optimisation later.
Outcomes Achieved
Primal put a wide-ranging technical SEO strategy in place for the brand. The work made the website more accessible to search engines, which led to more sessions and more users, and impressions and clicks rose steadily too.
These gains came before any new content was added, so they came from the on-site work, and every step stayed within the FDA limits. Every target keyword ranked on page 1, and within 3 months sessions rose 79.95% and new users rose 79.57%.
- 79.57%Increase in New Users
- 79.95%Increase in Sessions
- 100%Target Keywords Ranked on Page 1
Key Insights
- When the FDA limits restricted content optimisation, Primal put the focus on technical SEO.
- Making the website easier to crawl and index came first, as a base for content work later.
- The gains came before any new content was added, so they came from the on-site work.
- Within 3 months, sessions rose 79.95% and new users rose 79.57%.
