How In Marketing We Trust empowered EBOS to make big changes during a year of disruption
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EBOS Healthcare is a leading, ASX listed company that connects people to the world’s best health and wellness products. Sitting under the EBOS umbrella are multiple brands, including Vital Medical Services (VMS).
VMS needed to refocus their website to ensure differentiation from competitor brands while creating an easy-to-use platform that was SEO friendly for their core audience of general practitioners.
Achieve organic growth to improve marketing and customer experience.
There were two key challenges that needed to be resolved so that EBOS’ overarching goals could be achieved – to move to a single point of sale (POS) for each brand, improving marketing performance and customer experience:
The VMS brand needed an improved organic presence to counter activity from competitors, provide better customer experience, and increase activity through all levels of the conversion funnel to grow traffic and individual users, ultimately leading to increased conversion.
The VMS website contains 11,000 products for purchase online, and more knowledge of customer journeys was needed: What were customers searching for? How was the product mix changing with COVID-19? What were competitors doing well? And what could VMS do to optimise their offering?
The EBOS marketing team is large, but they needed expertise that didn’t exist within their business. Their Corporate Marketing Manager, Moise Wakim knew that the right external agency could provide the strategic direction they needed to achieve their goals, “Working with In Marketing We Trust has allowed me to understand where gaps lie, meaning I could restructure and upskill my team to properly execute on strategy that will propel our business forward.”
Building an SEO roadmap and strategy to understand where to focus your efforts.
How do you satisfy users and Google? By providing high quality and unique content which can be crawled. E-A-T (a high level of expertise, authoritativeness, and trustworthiness) is the formula that should be followed to achieve this.
After undertaking detailed research, we created a comprehensive road map and strategic plan that was rolled out piece by piece to allow the team at EBOS to be hands-on with the implementation of the project. As Moise says, “In Marketing We Trust’s strategy focussed on our specific needs, and allowed us to take a phased approach to implementation, which we’re on track to complete by the end of 2020.”
Optimising for Organic Search
Execution of this strategy involved setting up SEMRush to track each keyword’s monthly search volume, relevance, and difficulty; so we could create benchmarks and track VMS’ organic progress from month one.
We advised the EBOS team to include more content on product pages as the word count was very low, which was not optimal for SEO. Taking an E-A-T approach was one way we were able to provide information on how to do this in a way that was search (and reader) friendly.
We also advised on changes that might seem simple in principle, but can collectively have a big impact:
Redirecting 404 product pages to the parent page to improve customer experience
Optimising meta descriptions to gain better click-through from SERPs
Ensuring H1s are optimised on each page as they impact rankings
Improving site speed and page speed, as slower sites and pages lead to lower conversion and a poorer user experience (which also signals negatively to Google)
It’s important for companies that are undergoing a digital transformation to engage with a Google recommended top 10 agency, like In Marketing We Trust. We carry a large number of products that are available to purchase online, and that can change frequently, especially during flu season or times like the COVID-19 pandemic.
In Marketing We Trust has proven time and again how deep their expertise runs. Everyone I’ve spoken with has been a subject matter expert and manages our needs beyond our expectations.
Their ability to understand our business, industry, and target audience put my mind at ease and ensured that the strategy we approved was something we were comfortable with and excited to roll out.Moise WakimCorporate Marketing Manager, EBOS Healthcare
A healthier, higher ranking website leads to increased organic traffic and a better customer experience.
The SEO impacts of this project were significant. Organic traffic increased 144 per cent (January – November 2020), which was attributed to a rise in demand for the products combined with a large increase in the numbers of ranking keywords, which increased by 3,322 between December 2019 and November 2020. And keywords ranked in the top three positions, increased from 30 to 298 (an increase of 893 per cent).
keywords in top 3 positions
As we progressed through the project, VMS’ website health increased to 82 per cent (December 2020), up from 68 per cent in March 2020. As website health improves, so too does user experience with factors such as site speed, mobile responsiveness, and a reduction in page errors meaning customers can find what they need more easily.
Increase in website health
Increase in organic traffic YoY
More ranking keywords YoY
Increase in keywords ranking in positions 1-3 on Google YoY
We have been really impressed with In Marketing We Trust’s approach to helping us grow our organic traffic. The team have worked closely with our company each month to deliver a high standard of SEO recommendations that have shown some great results. The knowledge and expertise of all the staff I have dealt with has been outstanding. I would not hesitate in recommending In Marketing We Trust to anyone who requires an SEO agency that really know their stuff.Moise WakimCorporate Marketing Manager, EBOS Healthcare
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