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Medical Technology Company.
A company that offers medical products, therapies and services to enhance or extend the lives of millions of people with chronic heart disease had a website that was under performing. The company wanted to expand their online reach and attract more search engine users seeking information and resources. They also sought to overcome their competitors’ listings within the natural search results.

Challenge:

The lack of spider-friendly content, and their use of JavaScript navigation, made the website virtually invisible to search engines. Many of the site’s URLs were dynamically generated, which also posed challenges to the spiders.


The site was separated into sub-sections and appeared as if they were separate websites, though they resided under a common domain. These sections were created by ten independent divisions of the company, resulting in unique navigational challenges that make it difficult for spiders to access the content.

Results:

64% increase in position one rankings
  • The number of search referrals more than doubled
  • Search referrals from the three top search engines increased 364%
  • The number of targeted keywords generating rankings for the website increased by 62%
  • The client’s website has surpassed all of its competitors in terms of overall visibility, outranking its closest competitor by a margin of more than 3 to 1 on non-branded keyword phrases

Strategy:

  • Because the client preferred the structure of the ten different site divisions not be reworked, iProspect used a number of specialized “off-site” tactics to increase the visibility of the website.
  • iProspect began researching related medical product keywords and learning the behaviors of users that searched for chronic heart disease. The team developed customized meta tags for pages within the website and made manual submissions to the major search properties.
  • An aggressive search directory strategy was implemented, which included a thorough analysis of related medical directory categories, the development of keyword-rich titles and page descriptions for each listing, and manual submissions for review by search directory editors.
  • iProspect resubmitted existing site content through trusted data feeds. Through this “off-site” strategy, URLs, meta data and website copy that would not have been reached by search engine spiders on the website as it had been designed, were uploaded to a repository where search engines could crawl and index the information.

Medical Technology Company

Natural Search Success

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