This case study delves into the success of a medical device company that achieved a remarkable 200% increase in website traffic within a span of 12 months. Through a comprehensive SEO strategy that included content optimization, technical improvements and off-page link building, the startup was able to significantly enhance online visibility, drive targeted traffic and generate more qualified leads. This case study provides valuable insights and action items for businesses seeking similar SEO success.

The company, based in Israel, specialized in a specific medical device. They were looking to expand into the international market. Despite offering a cutting-edge product, they faced challenges in driving sufficient traffic to their website and attract their target audience. To overcome this hurdle, the company employed Inter Dev to drive an SEO-focused campaign, implementing various strategies to improve organic search visibility and boost website rankings and traffic.

 

Stage #1: Technical SEO Audit, Competitor Keyword Research

Before implementing the SEO strategy, Inter Dev conducted a comprehensive situation analysis and website audit to identify the key areas that required improvement. They analyzed their website’s performance metrics using various tools such as Google Page Speed Insights, Pingdom Tools, GTMetrix, Screaming Frog, Google Search Console and Ahrefs. They conducted competitive keyword research for 3-5 main competitors, identifying keywords that were relevant to their business and target audience’s search intent. This analysis provided them with a valuable base and insights to shape their SEO campaign.

The company started by optimizing their website’s technical on-page elements: mobile accessibility and responsivity, optimizing the spaces between clickable elements, reducing cumulative layout shift (CLS) errors that were listed in Google’s page speed insights performance report and google lighthouse report. The company changed various HTTP to HTTPS re-directs that were incorrectly defined as 302 re-directs which were changed to 301 (permanent re-directs).  Pages that were empty of content were re-directed to other, more relevant pages. The dropdown header of the website was optimized, categories, pages and clearly labelled Call-to-Action (CTA) buttons were added. The company’s mobile page speed insights score was low, and they added a site-wide plugin that improved their page speed insights scores to 100, both on mobile and desktop devices. CTA’s were added across the website to optimize lead generation.

 

Stage #2: On-Page Optimization

Relevant keywords were integrated into the website’s meta tags, titles, headers, and content. By optimizing their website’s architecture, URL structure and internal linking, they ensured that search engines could easily crawl and index their pages, enhancing their organic visibility.

An inner links audit was carried out, and links that had similar keywords in their anchor texts but were sending to different pages were aligned to send to the same page according to the keyword map. New meta tags were written for all site pages, removing duplications and tags that were too short or long.

ALT tags and Image titles were updated for all images on the website, making sure that they were descriptive of each specific image and included a keyword where relevant (in alignment with a keyword mapping for all site pages).

 

Stage #3: SEO Content Strategy

The company understood the value of high-quality, informative content in attracting and engaging their target audience. They developed a comprehensive content strategy that focused on creating valuable resources including blog posts, videos, medical research and case studies, addressing the main points of interest of their target customers. By incorporating relevant keywords naturally into their content, they not only improved search engine rankings but also positioned themselves as a thought leader in the industry.

 

Stage #4: Schema Markup and Off-site Link Building

To enhance the website’s performance and user experience, the company implemented various technical improvements. These included schema markup for b2b, making it easier for search engines to understand and display their content. They added Organization/Logo schema to the homepage, Review snippets to their testimonials page which was added using a plugin connecting the website to their Google My Business reviews, Q&A Schema to Questions and Answers sections on most of their pages, Contact Schema to the Contact Us page, About schema to the About Us page and Video schema to their videos.

Recognizing the significance of off-page SEO, the company devised a link-building strategy to increase the website’s authority and visibility. They focused on building relationships with authoritative industry websites, publications and influencers, earning high-quality backlinks. Additionally, they actively participated in industry forums, guest blogging and social media promotion, further amplifying their online presence.

 

Stage #5: Measurement and Analysis of SEO Campaigns with GA4 and Looker Studio

Throughout the SEO campaign, Inter Dev b2b internet marketing agency closely monitored their website’s performance metrics using Google Search Console and Google Analytics 4. They tracked organic traffic, keyword rankings, conversion rates and leads data in GA4. A flexible analytics dashboard was created by Inter Dev in Looker Studio (see below) allowing them to identify successful strategies, refine their approach and make data-driven decisions to optimize their SEO and content efforts continually.

After implementing the SEO strategy, the company witnessed a remarkable 200% increase in website traffic within 12 months. Their organic rankings significantly improved, allowing them to attract a larger international audience and generate more qualified leads. The increased traffic and improved visibility also resulted in a substantial boost in company revenue and an expansion into international markets.

 

This startup company’s success story demonstrates the power of a comprehensive SEO strategy in driving significant growth for a medical product website. By focusing on on-page optimization, content strategy, technical improvements and link building, they were able to achieve remarkable results within a span of 12 months.

Are you the owner of a medical device or B2B company looking to increase your brand’s awareness, visibility and lead generation? Contact Inter Dev Web Marketing today to help us achieve digital success for your brand.  

 

 

SEO Case Study Questions and Answers

1) How long did it take for the company to see noticeable improvements in their website traffic after implementing the SEO strategy?

They began witnessing significant improvements in their website traffic within the first few months of implementing the SEO strategy. However, it took approximately 12 months for them to achieve a remarkable 200% increase in traffic.

 

2) Did the company experience any challenges during the SEO campaign, and how did they overcome them?

The company faced some challenges during the SEO campaign, such as intense competition in their industry and adapting to constantly changing search engine algorithms. To overcome these challenges, they conducted thorough competitive research, continued to provide high quality content in their niche, and stepped up their social media activity.

 

3) How did they measure the success of their SEO efforts beyond just website traffic?

They used various metrics to measure the success of their SEO campaign beyond website traffic. Such as keyword rank tracking, conversion rates which could be seen in both built in and custom GA4 events which we set up, engagement metrics (engaged sessions from organic mediums for example in GA4), and revenue generated from organic search. We assisted them with Hubspot Implementation which allowed them to gain insights into the overall impact of their SEO efforts on their business.

 

4) Can you elaborate on the company's link-building strategy and how it contributed to their increased website traffic?

The company's link-building strategy focused on building relationships with authoritative industry websites and publications. They actively sought opportunities for guest blogging, participated in relevant industry forums and leveraged social media promotion to generate high-quality backlinks, included activity on TikTok and Instagram. These efforts not only increased their website's authority in the eyes of search engines but also drove referral traffic from trusted sources.

 

5) Did the company continue to invest in SEO efforts after achieving a 200% increase in website traffic?

Absolutely. They recognized the ongoing importance of SEO for their business growth and continued to invest in their SEO efforts even after achieving a significant increase in website traffic. They understood that maintaining and improving their rankings required continuous optimization, monitoring, and adaptation to evolving industry trends and search engine algorithms. They were also planning a migration of the website's infrastructure and required on-going guidance from Inter Dev to maintain their SEO achievements.

 

Organic SEO Traffic Case Study #2 – How we helped Cloudsfer recover from A Google Core Algorithm Update in March 2022
In March 2022 Google rolled out several algorithm updates. We believe the 2-part Google Core Algorithm update to be the reason for the temporary organic traffic drop we observed for the Cloudsfer-Cloud data migration service website during this time.

This update was designed to help websites that had been under-rewarded in SERP results (source: Panguin Tool Algorithm Detector). As Google was rolling it out, we knew it was time to do some serious rolling of our own (of our sleeves) and carry out some serious content and on-site SEO updates.

On-Page SEO Checklist

The first thing we did when we saw the traffic drop was to rule out immediate warning flags. Is the site server down? Is there a major warning in the Search Console? Have the meta-tags been erased? Robots.txt file not blocked? Re-direct paths checked? When all this had been ruled out, we decided to take matters into our own hands.

No major changes had been made before the drop, so the next thing we investigated was the possibility of an Algorithm update.

Part 2 of the Google Core Algorithm update included the following according to Baraccuda’s Panguin Tool (A free SEO tool to help you investigate whether you’ve been impacted by Google’s algorithm updates):

Core Quality Update (Brackets Part 2)

14/03/2022

“Continuing on from the major core quality update from a week previous, more major SERP flux is being reported. This update has been confirmed by Google and has been designed to help websites that have been under-rewarded. That means it is rewarding rather than penalizing. If you’ve been ‘hit,’ then it’s a case of improving quality of content and links (Expertise, Authority, Trust – EAT) and user experience quality. You’ve seen a hit because your competitors have improved.”

What we did to improve content quality, user experience and links:

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Reducing Google Ads campaign cost by 22% using multiple ad groups.
LiveU is one of the biggest companies offering live streaming solutions. The main challenge in their paid campaigns was to separate B2B queries from B2C ones, since the vocabulary is pretty similar.

One of LiveU‘s main campaigns (general search) included a long list of related keywords and lead to the website homepage.

The average CTR before the optimization was 5.65%

Assumption: Although, all the keywords are industry related, there are more relevant and less relevant one’s. If we will define semantic groups, we will increase the relevance, the quality score and reduce the CPC.

The optimization steps:

Results:

How we increased a Medical device company’s Organic traffic by 80% in 10 months
seo case study - itamar medical

We began work on Cardio Sleep Solutions (Itamar Medical daughter site) in late December 2017.

The site hadn’t previously undergone SEO Optimization.

On-Page SEO – Begin with SEO Keyword Research

Their brand fell into a niche category (Sleep apnea devices for Cardiologists) and keyword research revealed a select number of keywords relevant to their brand and content, with a varying degree of average monthly searches (lowest: 10, highest: 2900).

We began with keyword mapping and meta-tags writing, which were to undergo another makeover in July 2018 when we added and removed keywords and tweaked the mapping (and carried out relevant on-page SEO updates) which yielded an additional boost in traffic from July 2018 onwards.

Back to December 2017, we carried out a tech report which included some of the following recommendations:

Optimized meta-tags were implemented at the get go, and inner links were updated in several bursts across the time-span of 6 months.

Off-Page SEO – Building Website Backlinks

Simultaneously to all the on-page SEO work, we were also doing significant off-site SEO work and utilizing link building strategies since the very start of the project, some examples include:

How many keywords for SEO?

For the Cardio Sleep Solutions project our total number of keywords was around 65. At our Zero report only two branded keywords were ranked in the top 10 (there were no non-branded keywords ranked at all) and most of the keywords were un-ranked (i.e-ranked over 100).

How many keywords entered first page rankings?

By October 2018 we had 10 non-branded keywords ranked in the top 10 and 8 total (branded but previously unranked and NEW non-branded) keywords ranked in the Top 5 of Google SERP results.

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