The Challenge
This brand makes an ointment for temporary relief of pain and itching, and it already had a strong reputation for relief from bites and stings.
The brand wanted more people to know about a second use of its product that many were unaware of, relief from aches and pains. As a medical product, it is subject to limits set by the Food and Drug Administration (FDA), so Primal had to take extra care with every keyword and every piece of content to avoid any compliance issue.
Our Approach
Primal set out a strategy with one main aim, to improve the brand’s rankings for its target keywords and grow its organic clicks. The work began with a technical review of the website, to find and fix the search engine optimisation (SEO) issues that could limit its performance in search.
Primal also mapped out content to tell the target audience about the product’s other properties, in particular its use for aches and pains. The FDA limits were part of the approach from the start, so all content and keywords stayed within the regulations.
Outcomes Achieved
Primal put the SEO strategy into practice. We applied the fixes from the technical review so the website performed better in search, and wrote and published content on the product’s pain relief properties for people looking for relief from aches and pains. Every piece was checked with care against the FDA regulations.
Keyword rankings improved, organic clicks rose and the content raised awareness of the product’s use for aches and pains. Within 6 months, new users rose 239.89%, sessions rose 231.80%, users rose 227.95% and organic traffic rose 231%.
- 227.95%Increase in Users
- 239.89%Increase in New Users
- 231.80%Increase in Sessions
- 231%Increase in Organic Traffic
Key Insights
- For a medical product, the FDA limits were part of the keyword and content strategy from the start, so all content stayed within the regulations.
- A technical review came first, and its fixes helped the website perform better in search.
- Content on a second use of the product, relief from aches and pains, raised awareness of that use.
- Within 6 months, new users rose 239.89% and organic traffic rose 231%.
