SEO Case Study: Promotion of a Website and Mobile App for Drug Search in Pharmacies
An online service designed for rapid and convenient drug searches in pharmacies, taking into account the user's geographic location. The platform offers a number of benefits to both pharmacists and customers. It allows pharmacists to boost sales and streamline operations, while customers can save time by easily locating the best deals on medicines through the application
– Placement in TOP-10 for commercial queries
– Increase the visibility of the website in search engine results
– Increase organic downloads of the drug search application
The primary audience is pharmacists who wish to attract new customers and shoppers looking for affordable medication at nearby pharmacies
Challenges of the project
About the project:
The online pharmacy search and availability checker app and website are digital tools designed to assist users in locating and comparing prices for medications at various online pharmacies. It provides the following features:
- Drug search: Users can enter the name of a drug or its active ingredient into the search box to obtain information on where and at what price to purchase it.
- Price comparison: The platforms collect price data from different pharmacies, allowing users to compare and choose the most favorable option.
- Availability check: The app and website provide information about the availability of medications at specific pharmacies.
The service greatly simplifies the process of searching for medicines, saving customers both time and money, helps to find necessary medications in the event of potential shortages.
Project analytics prior to collaboration:
Project Visibility:
Website visibility is a metric that assesses how well a website ranks in search results for a specific set of keywords. This indicator can range from 0 to 100 and is calculated based on the number and positions of keywords that place the website in the TOP 20 of the search results. A visibility score of 0.24 indicates that the project has some presence in search results, but it is still quite limited. This could indicate that the site is not ranking highly for the most relevant queries or is ranking highly only for a narrow set of less competitive keywords.
Traffic analysis:
Conclusion:
A lack of positive dynamics of traffic growth from organic search may indicate that the content on the website is outdated or does not align with the interests of the target audience. Such content may fail to attract users and may not be relevant for search engines. It is also important to consider the technical condition of the website. Issues such as indexing problems, slow loading times, and poor mobile adaptation can have a significant impact on the website’s ranking.
In the context of SEO optimization, deficiencies in keyword selection, internal linking, and the optimization of meta tags and titles can result in a website’s diminished visibility to search engines. It is important to consider the impact of competition on your own business. The active actions of your competitors to improve their websites can result in you being placed in a less favorable position. If you do not make the necessary efforts to improve your own.
Additionally, regular changes in search engine algorithms require SEO specialists to adapt their website promotion strategy on a continual basis in order to meet the new requirements and maintain visibility in search.
And the last but not least important aspect is the quality and quantity of external links. Without a sufficient number of quality incoming links, the site may lose its position and authority “in the eyes” of search engines.
The successful completion of these tasks necessitates a comprehensive approach and regular monitoring of the site, its content, and technical aspects. Additionally, it requires the RegisTeam team to adapt the SEO strategy to align with current realities and market requirements.
Distribution of keywords by position:
Conclusion:
A lack of high positions in search results is typically the result of insufficient SEO optimization, a lack of quality and relevant content, and the limited use of keywords that are relevant to the target audience.
This negatively impacts the website’s visibility in search engines, which in turn reduces the number of potential visitors.
In order to promote an app, it is essential to consider the key differences between SEO and ASO*.
| App Store | Google Play | |
| Declination and translation | Can declinate words by cases, translate into other languages | Does not provide declination and translation functions |
| Algorithm | Primitive algorithm, able to form phrases and change numbers | More complex algorithm with query relevance detection |
| Title | Limited to 30 characters, shows part of it in search | Also limited to 30 characters, but the entirety is displayed |
| Indexing | Words in the title tag have a high value for indexing | Keywords affect the ranking of an app |
| Keywords | Limited to 100 characters, separated by commas without spaces | Limited to characters, but no specification on separators |
| Localization | The store supports the specialized term “locale” | Supports localization for different languages and regions |
| Competitors | No block to search for similar apps | There is a Similar Apps block to search for competitors |
| Semantic core | Does not provide information about the frequency of the semantic core | Determines query relevance, but not frequency |
| Reviews | Does not consider keywords from reviews | Keywords from reviews affect rankings |
| Graphic elements | Have their own unique styles and design requirements | Use their own styles and designs that are different from the App Store |
*ASO (App Store Optimization) is a process that optimizes mobile apps to increase their visibility in app stores such as Apple App Store and Google Play Store. This process entails the implementation of various strategies and techniques with the objective of enhancing an app's visibility in app store search results and increasing the probability of potential users downloading it. Optimizing the app title, keywords, description, screenshots, and video previews are key aspects of ASO. Furthermore, the number and quality of user reviews, as well as overall user activity and engagement in the app, are important factors to consider. The objective of ASO is to increase the visibility of the app in the store, attract the attention of potential users, and encourage more downloads.
Team actions
Project Problematics:
- Slow speed of the initial rendering of application content
RegisTeam experts have identified a slow speed of the initial rendering of application content. This can have a significant impact on usability and user retention, potentially leading to increased bounce rates and lower conversion rates. It is therefore important to consider that the first impression plays a key role in app perception.
We developed specifications to optimize the performance of the application, ensuring fast loading and display of content. To improve the user experience, we sought to enhance the overall impression of using the application.
Additionally, the main site experienced issues with loading speed:
One of the most crucial aspects of SEO is page load speed. Fast page load times not only improve user experience by reducing wait times, but are also an important ranking factor for search engines like Google. A website with a faster loading speed is more likely to rank highly in search results, which drives traffic and improves the overall perception of the brand online. One simple yet effective method for enhancing the loading speed of your website is to reduce the size of images and utilize caching. This will result in faster page loading times, which in turn will improve the overall user experience and contribute to better SEO rankings.
Project Problematics:
- Usability testing:
RegisTeam experts evaluate the usability of the app by assessing content clarity, button functionality, page load speed, and the obstacles overcome to achieve goals.
It is crucial to construct a logical and intuitive sequence of screens that guides the user through the purchasing process. Transitions between pages that lack logic, unnecessary actions, and an awkward interface can deter potential customers. Each design element must be clearly defined and sized according to the platform's specifications. As For example, buttons for iOS smartphones should be no smaller than 7x7 mm. It is crucial that users can effortlessly transition between screens, with the option to revert to the previous screen or return to the main screen. Convenient search with filters will greatly facilitate the process of finding the desired items in the catalog. It is also important to consider the user experience when it comes to saving information after quitting the app. Automatically saving items in the cart or data after technical failures will improve the user experience and help retain potential customers.
Project Problematics:
- Analyzing feedback on the app:
RegisTeam’s process includes the following steps:
- Feedback collection: User reviews left in app stores (e.g., App Store or Google Play) or other platforms where the app is available for download are collected.
- Review content analysis: Reviews are analyzed for their content, including positive and negative aspects of the app, pointing out specific features, performance issues, usability, etc.
- Key topic identification: The most pertinent topics or trends identified in the reviews are highlighted. For instance, users frequently mention interface issues or the high cost of paid features.
- Trend identification: Major trends in reviews are identified, such as improvement or deterioration in quality after an app update, new features, etc.
- Detecting overall sentiment: The overall sentiment of users towards the app is evaluated as positive, negative, or neutral.
- Taking action: By analyzing feedback, specific actions can be taken to address issues, enhance the user interface, add new features, and improve customer service.
Analyzing app feedback is an important part of an app’s strategy for managing its quality and improving user experience.
Project Problematics:
- The main website lacks a comprehensive content strategy to effectively promote the app:
When a business has multiple potential sources of attracting customers from search results, it is essential that the strategies for promoting them complement each other and maximize results. In this case, the two potential sources are the app and the classic website. The website should assume the role of an effective blog to attract potential users to download the app, as the app does not have this capability.
Project Problematics:
- Lack of optimization of external factors
An example of the link profile structure after the start of work:
Distribution of the number of links by terms and methods that were developed by RegisTeam specialists:
| LINK BUILDING METHOD | NUMBER OF LINKS | WORK PERIOD |
| Crowd marketing | 50 | December 2021 |
| Crowd marketing | 50 | January-February 2022 |
| Crowd marketing | 50 | March-April 2022 |
| Crowd marketing | 50 | May 2022 |
Website domain criteria:
- Uniqueness of each website;
- Specific topics covered on the site;
- Domain traffic of 9,000 to 10,000 visitors per month;
- No more than one link per domain;
- A website quality index of at least 100;
- A spam index of no more than 20;
- Trust index not less than 30.
Our organic link placement on high-quality domains has created a positive dynamic for our link profile.
The number of different domains from which links originate has increased:
Results
Increased website visibility:
Growth in the dynamics of website visibility by queries:
Growth in traffic dynamics:
Growth in the distribution of keywords by position:
Mobile App Download Statistics & Usage Statistics
Summary
At the digital agency RegisTeam, we have demonstrated our ability to significantly increase the visibility of our client’s website in search engines through effective website promotion. Additionally, we increased the number of downloads of the app.
The website was optimized successfully by engaging the target audience with quality content and strategic marketing.
Our methodology, which combines data analytics, creative approaches, and high technical expertise, has led to a notable increase in website traffic and ASO conversion rates.
We invite you to consider utilizing the services of RegisTeam to achieve similar or even greater success for your online project through quality promotion of your website.
PM-Casebook: Negotiations, Deadlines, Success
In the world of project management, every day brings new challenges and opportunities for growth. I want to share my experience working on a startup that presented us with several unique tasks related to monetization, content restrictions, and the need to achieve success in an environment of uncertainty.
Monetization Problem: From Uncertainty to Strategic Decisions
When we joined the project, we were faced with a startup that had no clear understanding of monetization paths, which posed a significant risk to its sustainability. Understanding the importance of a financial model, our team proposed several strategies, including the introduction of bonus systems and loyalty programs. These initiatives were aimed at increasing customer retention and encouraging repeat purchases, ultimately ensuring a stable revenue stream for the company.
Content Restrictions: Turning a Challenge into an Opportunity
While working on the pharmacy website, we encountered a unique restriction: the ban on using the names of medicines in texts and keywords. This required us to adopt a creative approach to content strategy and SEO optimization. Our team focused on creating high-quality content centered around symptoms, health conditions, and general self-care recommendations. Thanks to this approach, we were able to attract the target audience and achieve high rankings in search engines for key queries.
The Role of Negotiations: Collaboration as the Key to Success
During the project’s implementation, we actively interacted with the client, discussing possible monetization paths and agreeing on the content strategy. These negotiations were based on mutual trust and a shared commitment to common goals, allowing us to effectively overcome challenges and find optimal solutions.
Managing Deadlines: Balancing Quality and Speed
Tight deadlines required us to plan and prioritize tasks clearly. We implemented flexible project management methodologies, which allowed us to adapt to changes and ensure the timely execution of key phases without compromising the quality of work.
A Comprehensive Approach as the Foundation for Success
This project highlighted the importance of a comprehensive approach to project management, where strategic thinking, creativity, effective communication, and flexibility play key roles. Facing uncertainty in monetization and content restrictions, we managed to turn these challenges into opportunities, ensuring the success of the project and meeting the client’s needs.
