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Inspired Health

Zero visibility to search dominance; how five pieces of content drove over 350,000 organic sessions in four months

Inspired Health — a leading provider of health and wellness products — approached us wanting to increase their search engine visibility and cement their reputation as a trusted source of information on the menopause. Here's how we secured hundreds of new rankings and drove over 350,000 organic sessions in mere months.

Project team

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Services provided

Challenge

Outranking some of the web’s most trusted sources of healthcare information.

Following Google’s E-A-T algorithm update, ranking for health-related searches is harder than ever and requires a very different approach.

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Vision

Creating highly targeted, fact-checked, evidence-led content.

In order to rank in such ultra-competitive results, the content we created had to outperform the rest in every possible sense. We set about creating the most comprehensive, well-informed and targeted pieces of content for each of our chosen topics.

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A collaborative organic search and content creation strategy that drove over 350,000 sessions in the space of four months with just five pieces of content.

Line chart of organic sessions, Dec 2020 to Jul 2021: flat until the January content launch, then rising steeply to about 20,000 by July.
Organic search keywords chart for inspiredhealth.co.uk, Sep 2020 to Jul 2021: keywords rise from about 700 to 2,300 after content was optimised in January 2021.

Craft

Search-optimised content structured to rank for hundreds of individual search terms and featured snippets.

After a combination of extensive topic and keyword research and a detailed SERP analysis, we discovered opportunities to structure our content in a particular way.

This would allow us to outrank out competitors for a high volume of individual keywords and claim numerous featured snippets along the way, helping achieve greater brand exposure than ever before.

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Deliver

Hundreds of rankings, dozens of featured snippets and over 350,000 sessions — and counting!

We took a website that had quite literally no visibility for any searches relating to the menopause and delivered delivered five pieces of content that are the top traffic-driving pages on the site.

This has generated over 350,000 organic sessions in only several months, positioning the brand as a trusted authority on this topic.

Whilst never a stated objective by the client, these pages have even driven product sales and directly contributed to new newsletter signups.

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