Home » Case Studies
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) . The plan included compelete keyword and competitor research, keyword map, technical SEO audit, and more.

 

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 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 onwards.

In the previous year, we had carried out a complete technical optimization report and SEO audit which included some of the following recommendations:

  • Breadcrumbs adjustments to accurately reflect the site heirarchy and improve navigation
  • Footer content writing with links from main keywords to their landing pages
  • ALT tags recommendations
  • On-Page loading speed improvement guidelines

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:

  • Automated search engine submissions
  • Directory sign-ups
  • Bookmark entries
  • Article and Video distribution
  • Youtube channel optimization
  • Press Release re-distribution
  • Slideshare content creation and distribution
  • Q & A Entries on Q & A Sites
  • Content distribution on Secondary social media sites

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.

seo case studies

Our SEO Tools

SEO Keywords tools

  • Adwords Keyword Planner and Keyword suggestion Tool
  • Ispionage Keyword Competitor Research Tool
  • Moz Keyword Difficulty Index Tool
  • Ubbersuggest

SEO Keywords tools

  • Screaming Frog
  • Google Search Console
  • Varvy
  • Pingdom Tools
  • GT Metrics
  • Dareboost

Rankings, Research and Backlink Tools

  • Rankwatch
  • Google Analytics/Google Search Console
  • IBP (Internet Business Promoter)
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:

  • Keyword research – to refine the list and enrich the groups
  • Competitive analysis – locate hidden potential and “budget eaters”
  • Semantic group’s creation and allocating each keyword to the matching group
  • Creating set of ads for each group to increase the quality score

Results:

  • CTR: One of the groups stayed with more or less the same CTR (5.63%), while others have shown a significant difference: 4.05% and 11.5%.
  • Cost: by allocating the budget according to the group performance, we’ve reduced the campaign cost by 22%

Using multiple ad groups in Google PPC advertising allows for granular targeting, significantly reducing campaign costs by improving relevance. Each ad group focuses on a specific theme or keyword set, enabling the creation of highly tailored ads and landing pages. This precision minimizes wasted ad spend by ensuring that ads are shown only to users actively searching for related terms. When ads are highly relevant to user searches, they achieve higher click-through rates (CTR) and Quality Scores. A higher Quality Score directly translates to lower cost-per-click (CPC), as Google rewards relevant ads with better ad positions at lower prices.

Furthermore, segmented ad groups facilitate better budget allocation. Instead of a broad campaign with a single, potentially inefficient ad group, you can distribute your budget strategically across multiple, targeted groups. This allows you to prioritize high-performing segments and refine or pause underperforming ones. By optimizing for specific user intents and avoiding irrelevant ad impressions, you effectively reduce the overall cost of acquiring conversions. This structured approach ensures that your budget is spent on reaching the most qualified audience, maximizing return on investment and minimizing wasted ad spend.

Organic SEO Traffic Case Study #2 – How we helped Cloudsfer recover from A Google Core Algorithm Update

Google continuously rolls out several algorithm updates. We believe one of its 2-Core Algorithm updates contributed to an organic traffic drop 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 

“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:

  • Content reports, checking for missing keywords on pillar pages
  • Weaving keywords into existing content on relevant landing pages
  • Adding inner links from landing pages to other landing pages, to improve user experience.
  • Inner links were added from popular keywords that had dropped and needed strengthening (while referring to the latest ranking report)
  • Adding keywords to landing page headings
  • Implementing new content in the blog section
  • Creating inner links from the Blog section
  • Re-visiting and tweaking Meta-Tags

Keyword position analysis

seo case studies

Our SEO Tools

SEO Keywords tools

  • Adwords Keyword Planner and Keyword suggestion Tool
  • Ispionage Keyword Competitor Research Tool
  • Moz Keyword Difficulty Index Tool
  • Ubbersuggest

On-Page SEO tools

  • Screaming Frog
  • Google Search Console
  • Varvy
  • Panguin Timeline and Google Algorithm History Tool
  • Ayima Re-direct path chrome extension tool

Analyzing and Adapting to the Update

To recover from a Google core algorithm update aimed at rewarding previously under-recognized sites, a thorough analysis is crucial. Begin by utilizing Google Search Console and Analytics to pinpoint specific pages and queries experiencing traffic and ranking declines. Analyze competitor strategies, focusing on their content quality, user experience, and SEO practices. This involves understanding the update’s emphasis on “helpful, reliable, people-first content” and E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness). Identifying areas where your content might have fallen short compared to newly elevated competitors will provide a roadmap for improvement.

Implementing Recovery Strategies

Following analysis, focus on enhancing content quality by prioritizing user intent, updating and refreshing existing content, and ensuring E-E-A-T signals are strong. Simultaneously, optimize technical SEO by addressing site speed, mobile-friendliness, site structure, and security. Building authority through quality backlinks and brand mentions is essential. Remember that recovery requires patience, as Google’s updates take time to fully implement. Continuous monitoring and adaptation to Google’s evolving guidelines are vital for long-term success.

Contact Us
Skip to content