Our client is a leading medical device company with a focus on personal medical equipment. They contracted with First Page Sage to market their newly developed automatic blood glucose monitoring system. Over the course of our campaign, we developed a custom-built SEO campaign to improve their brand visibility among diabetic patients, and supported this campaign with regularly published, ghostwritten content.
Although our client’s product was technologically innovative and more convenient than other options on the market, prior to partnering with our SEO agency they had not seen as much organic traffic to website as some of its competitors. The personal blood glucose monitor market is fairly saturated, and many patients are not immediately aware of the differences between products and which products their insurance covers. By improving organic search traffic, our client stood to attract more patients who see their product as the best available option.
The Opportunity
Our client created a fast, discreet, and portable way to test blood glucose, but their product wasn’t as well known as lower-quality options in the market. Their website only ranked on the front page for around 45 keywords. Their blog hub page was comprised of articles authored by internal staff with no SEO experience.
After comprehensive research into their position in the market and the advantages of its medical device, they decided to contract with First Page Sage to accomplish three goals:
- Create a comprehensive SEO campaign strategy targeting keywords that are transactional, demonstrate immediate value to diabetes patients, and are relevant to their pain points.
- Create and publish SEO-driven content written and vetted by medical device experts that will rank highly and convert diabetes patients into customers.
- Provide research and develop custom content to support internal social and email marketing efforts.
Through shrewd keyword targeting, and by implementing SEO best practices in all content, our team would accomplish all three of these goals over the course of our campaign.
The Solution
Out of the gate, our SEO strategists their subject matter experts to craft a comprehensive SEO-driven keyword strategy that targeted moderate volume, easily rankable keywords in “blood sugar”, “glucose testing”, and “diabetes management” topic areas. During the planning phase, our team was intentional about following Google’s guidelines on content quality, as medical devices are a YMYL topic. Therefore, the writers we assigned to this campaign were medical device and medical practice experts with decades of experience.
This group of medical SEO writers then created informative and transactional content . When paired with the exceptional SEO strategy expertise of the rest of the FPS team, we were able to publish high-quality thought leadership content that drove significant traffic to the client’s newsletter sign-up and shop pages, despite a somewhat inconsistent publishing cadence due to technical issues with our client’s website early on in the campaign.
Our strategy of targeting search terms that reflect the most common pain points of diabetes patients follows the thought leadership best practices developed by our company over time. Our writers used their in-depth research skills and experience in the technically complex field of medical devices to deliver compelling, easy-to-read content that provides actionable advice and offers a convenient and accessible solution—which is exactly what Google wants to serve to its users.
The Results
This client’s campaign was a clear success, as it resulted in a substantial upward trend in total keyword rankings and first-page rankings, as shown in the graph below.
Ahrefs data showing an increase in total keyword rankings throughout the campaign
This data shows the total number of keywords for which the client’s blog page ranks in key positions in search engine results, with substantial growth in every positional category. Of note is the 1,863% increase in front page rankings over the course of the campaign.
The increase in keyword rankings over time has pushed more traffic to the our client’s blog page. The number of monthly organic sessions reported using Google Analytics data shows a corresponding increase over the same time period, with a small hiccup due to the aforementioned technical issues through the first quarter of year 2.
Google Analytics data shows that the FPS content strategy drives real traffic directly from major search engines like Google
The campaign results show that a long-term investment in SEO-driven thought leadership content consistently provides high ROI, with a total of $1.95 million in revenue contributed by the client’s FPS SEO campaign, which cost $240K over its two years. This left them with an over 800%, meeting our expectations despite the technical hiccups along the way.
Future Outlook
SEO content marketing has played a vital role in the company’s digital marketing strategy, and the company is looking to iron out some technical issues that caused interruptions in publishing cadence, analytics tracking, and conversions from Google Search throughout this campaign. Our SEO strategy for this client going forward will focus on:
- Fixing technical issues that hindered KPI tracking, timely content publishing, and conversions from search
- Increasing publishing frequency to further increase organic traffic and conversions
- Starting a conversion-optimized newsletter to nurture SEO leads
- Creating cross-marketing opportunities with other sites that serve diabetic patients
We will also maintain existing content our client’s website so that it continues to rank for transactional searches and attract organic traffic.
If you’d like to learn more about our work providing SEO for medical device companies, you can read about our services here, or reach out through our contact form.
