Cae study: On-Page Optimization & Content

In September 2014 I started doing on-page optimization and creating content strategies for HealthExpress.de.  The objective was to see the impact of publishing user-centric content to a website that has no history of high quality back links or social media since its creation. Furthermore, I also was willing to see if user-centric content could make difference in sales and revenue. Of course, we all know that it works (content is king), but I wanted to test it and see real results. Just to start, here is a summary of HealthExpress.de:

  • Has never been linked to high-quality medical sites or any authoritative sites
  • Had poor SERP rankings and SEO visibility in general
  • Had Panda and Penguin penalty back to 2012
  • Had poor social media activity (only Twitter for a few months in 2012)
  • Had poor quantity of content optimised only for transactional keywords
HealthExpress.de SEO Visibility in September 2014 when I started working on it. Source: Sistrix Tool
On-Page Optimisation and Content Strategies realized within Oct 1, 2014 - Jul 17, 2015:
  • Content repair / re-write of condition & product pages. Increased wort amount from 400 to 1200, added content enrichment and the same structure for all the condition and product pages
  • Re-published new articles 2-3 times a week. At the same time, I published new articles to increase keyword pool and generate more traffic in the different funnel stages, not only transactional (consideration and awareness)
  • Title tag optimization & meta tag optimization
  • Image optimization
  • Internal linking for a better user navigation and crawl-ability
The results
  • Within 9 months, the amount of unique organic visitors and sessions made a positive spike: Sessions: +9.46% & Unique Users: +10.40%
  • Also the user engagement metrics show positive development: Pages / Session: +20.38%, Avg. Session Duration: +25.56%, and Bounce Rate reduced: -13.30%
  • Transactional development: From Oct 1, 2014 to Jun 1, 2015, Ecommerce Conversion Rate: +27.92%; Transactions: +40.03%, and Revenue: +56.64%
  • Within 18 months (from September 2014 to April 2016), the SEO visibility increased by 232%
HealthExpress.de SEO Visibility in April 2016 before the redirection the EU domain. Source: Sistrix Tool