#FutureReadyHealthcare
Indegene helps a global pharmaceutical leader achieve an 83% increase in organic traffic and a 2.5x page 1 keyword growth
The Customer
A global pharmaceutical company wanted to optimize and streamline search engine optimization (SEO) efforts for its corporate website targeted at different user personas such as investors, healthcare professionals (HCPs), patients and caregivers, scientific community, and more. The company also wanted to increase its brand visibility, awareness, and affinity on organic channels over time, as well as uplift and streamline various pharmaceutical SEO processes.
Challenges
The company was looking to
Amplify brand visibility for its marketing assets section on the website, aiming to create a more visible and engaging destination for visitors
Elevate rankings for relevant keywords in search results, enhancing the company's topical relevance and drawing in more targeted traffic
Augment rich snippet presence on search engine results pages (SERPs) through strategic implementation of schema markup
Refine the readability and context of the content and create a seamless experience that kept visitors engaged with the company's content ecosystem
Streamline and enhance SEO processes involving both on-page and off-page optimization strategies for a cohesive and effective approach
Improve user experience to facilitate and empower efficient content discovery, enhancing the overall customer experience
The Solution
Indegene helped analyze the current market landscape by
Benchmarking the current performance of the marketing assets section of the company's website as well as the individual assets
Conducting industry analysis to benchmark competitors with entrenched top positions for relevant and frequently searched keywords
Identifying and analyzing marketing channels to create a tailored strategy with synergy across channels
Indegene assisted in campaign strategy and content planning by
Identifying user personas among the target audience to understand content expectations and search demand
Collaborating with the Editorial/ Content Creation team to create a content calendar for a structured and planned approach to publishing content across channels
Creating topic clusters to ensure topical coverage, thus serving a variety of users along their journey and addressing the pharma content gaps
Identifying evergreen content that could be resurfaced and refreshed with minor updates
Indegene helped with SEO integration and technical implementation by
Creating a workflow to introduce the SEO team early into the content planning and creation process, helping to better optimize content for SEO
Creating content briefs and working with the Editorial team to include relevant keywords within the title, meta description, URL, headers, and body content of the asset
Working with the company's IT team to implement the schema markup code to achieve higher ranks for rich snippets
Outcomes
Indegene's SEO expertise positioned the company for sustained growth and performance in a highly competitive life sciences market landscape. Our holistic approach, including creating an end-to-end strategy that incorporated SEO best practices at the start of the content planning and creation process, helped improve the effectiveness of the company's overall marketing efforts while also improving user experiences and engagement.
342%
increase in the total number of keyword rankings
245%
increase in top 10 positions (Page 1) of Google SERP
83%
growth in traffic from organic search