Alpha Medical Solutions had been working with an existing SEO agency for nearly a year when we were given the opportunity to review the site and lay the foundations for a proper campaign. The brief was straightforward: explain the process we would take, and why it would be different from what they had been offered before.
The store runs on BigCommerce, a platform with real constraints for SEO. Schema.org support on product categories is limited, and while the content editor accepts HTML it will not accept JavaScript — so structured data had to be implemented in the theme itself, with SEO plugins carrying part of the automation load.
Underneath the platform sat the deeper problem: keyword research and mapping had never been done thoroughly. Title tags carried an abbreviation of the brand name that Google kept rewriting in the SERPs, and the keywords the site chased were research-intent rather than transactional — visitors who were reading, not buying.
Technical audit and information architecture. We audited the site and its category and brand structure, and prioritised the findings: URLs omitted from the sitemap, duplicate categories, Core Web Vitals issues that needed the platform provider to resolve, theme problems including irrelevant JavaScript and loading behaviour, broken links, incorrect keyword analysis, and issues with how and where content was implemented on the page.
An unexpected finding from the competitor review. Competitors were outranking Alpha Medical Solutions despite page quality being tipped in Alpha's favour. Our analysis showed why: content placed above the fold was performing better than content buried below the products. We reworked the category pages so content loaded at the top of the page and products stayed easily accessible on load.
Keyword research and mapping. We took the time to understand the client's competitors, niche and keywords, measuring keyword intent against search volume. Every product category title tag was rewritten to match audience intent and target the purchasing keywords. Product categories themselves were expanded and contracted off the back of that research, so shoppers could find and buy what they came for.
Making it stick. Alongside the on-page work we ran link outreach, created content, fixed Google Analytics and implemented GA4, and reported back monthly. Along the way we worked out how to improve schema.org opportunities on the platform, how to optimise for the Google Merchant account, which plugins actually work with the client's CMS, and where automation could carry the campaign further.
Starting in April 2022, we increased traffic to 32,000 estimated clicks per month — a 640% increase, and ranked the site for 16,000+ keywords, a 320% increase.
Because the keywords were mapped to purchasing intent rather than research intent, that traffic carries commercial weight: the value of this organic traffic is $12,991 per month if you were to bid on it in Google Ads.
