#113 Content Marketing VIP Newsletter
PharmEasy's SEO strategy breakdown and my favourite SEO learning resources.
Hey, Rafiqul here. Welcome to the #113th episode of Content Marketing VIP, which shares actionable insights, SEO case studies & free resources.
First time here? Read past episodes
Let’s connect on LinkedIn
1. PharmEasy’s glossary page strategy for more traffic and conversions
The healthcare and medicine niche is competitive not just because of the competitors but also because of Google’s strict guidelines for YMYL (Your-Money-Your-Life) sites.
And PharmEasy is beating the competition by creating content at scale and also focusing on EAT information.
Here’s how PharmEasy is using glossary pages to drive traffic and conversion:
Creating Glossary Pages For Medicines And Molecules
Creating glossary pages can be a great strategy, especially for the health industry, where people are not aware of complex medical terms and medicine names.
The key benefits of building glossary pages are:
Educating the audience at the awareness stage
Driving a good amount of organic visits
Linking glossary pages to the money pages or business offerings.
Building topical authority as Google wants to understand the expertise/authority of the website.
“Google wants to build a knowledge base of concepts to better understand things like what different businesses or entities are ‘Known for’.” - Bill Slawski.
Let’s have a look at the glossary pages of PharmEasy →
As you can see, PharmEasy has created thousands of pages targeting different medicine names.
As a result, they are driving 6.4 million+ organic traffic to these medicine glossary pages.
But the benefit is not just about getting traffic and brand awareness. This also helps PharmEasy in converting readers into medicine buyers.
Here are the CRO strategies for medicine glossary pages:
1- The above-the-fold section is optimized for product selling by adding the ‘add to cart button.’
2- Great way of adding internal links in such a way that a reader is likely to check out other medicines from the store. When clicked, this section will lead the user to the eCommerce store of PharmEasy.
Therefore a good strategy is to turn the top of the funnel traffic to the money pages.
3- Again, adding relevant products or medicines helps in internal linking and increasing average order value.
Here’s a catch.
When to scroll to the bottom of the page, you’ll find informational content about the medicine name. That includes:
Uses of medicines
Side effects
Precautions and warnings
And related FAQs
Here’s a screenshot:
The key reason for adding informational content to the medicine glossary page is to match the search intent.
Not everyone wants to buy the product when searching for medicine names. And in this way, PharmEasy not only improves the conversions but also matches the search intent.
Hence, a better chance of ranking for these queries.
One more element that improves the EAT of these pages is the ‘content details' section, where PharmEasy showcases the expertise of the author and the reviewer.
Likewise, they have built giant content assets for ‘molecules' names.
2. Find Underperforming Content Using GSC [5 Steps]
You don’t always need to create new content to drive SEO results. Sometimes, content updates can bring significant results in ranking and traffic.
Here’s how to find SEO opportunities with Google Search Console (GSC):
Step 1. Open performance report in GSC
Open the performance report in GSC and select at least the last three months of data.
Step 2. Export the data
If the last three months don't have much data (clicks, impressions), then consider selecting a longer date range, such as six months.
Step 3. Filter the data
You'll now have a list of page URLs, impressions along with clicks, and CTR.
First, remove the page URLs with low impressions. In my case, I've removed all the URLs with less than 1k impressions in the last three months.
Second, sort the CTR column from smallest to largest.
Third, I’d also recommend you tag each URL with a page type. For eCommerce sites, page types will be product pages, category pages, etc.
Now, the sheet will look like this →
Step 4. Study the low CTR pages
Now comes the hard time; analyzing individual pages with high impressions and low clicks.
There could be other possible reasons for pages with low CTR:
Not matching the search intent
Poor backlink profile and internal links – as it may impact the ranking position.
Meta title and meta description
Content information gap – headings structure, lack of content depth, etc.
Therefore, you need to analyze the list of pages you got from the last step. And check for possible solutions as well.
Step 5. Organize the action items
While researching, I recommend tagging each URL with the possible solution/ action item.
Here’s an example →
This way, you can easily forward the entire data to your content team or prioritize the SEO tasks.
3. Seven SEO learning resources I recommend to you
That’s the wrap in today’s newsletter.
See you next week.
First time here? Read past episodes
Let’s connect on LinkedIn