Project Overview
In 2022, Carlton Research embarked on a mission to boost the SEO performance and user engagement of AstraZeneca, a global, science-led biopharmaceutical business with medicines used by millions of patients worldwide. Our objective was to double the organic search traffic and enhance user interaction with the site’s content and resources.
Approach and Methodology
To achieve these goals, we employed a multi-faceted approach:
- User Behavior Analysis: Using tools like Mouseflow to track and understand user interactions on the site.
- Technical SEO: Implementing XML Sitemap updates, JavaScript optimization, and other technical enhancements to improve site performance.
- SEO Strategy: Focusing on improving keyword visibility, particularly targeting long-tail and branded keywords.
Key Findings
- Organic Traffic Increase: We observed a year-over-year doubling of organic search traffic from 5% to 10%.
- Keyword Performance: Our tailored content strategy led to high keyword visibility, particularly in the long-tail and branded categories.
- Enhanced User Engagement: The site witnessed increased downloads of key resources and improved interactions with strategic sections.
What Pharma Brands Should Consider:
•By using more natural, spoken language in a conversational style in the text content creates a better user experience.
•Leverage our public facing content to be “HELPFUL” and answer specific questions will be important for the overall user experience as well.
•Content needs to be up-to-date and accurate because ChatGPT “scrapes” public information for use in the AI decision tree matrix and segments information and categorizes it for use in search queries.
Ned Davis
Implemented Recommendations
To achieve results, several action items were executed:
- ADA Compliance Overhaul: Key aspects of ADA compliant web design include providing alternative text for images, ensuring website navigation is possible using a keyboard, and making sure the website is usable with screen readers.
- UI/UX Enhancements: A new layout design aimed at providing a more intuitive user experience making the website easier to use.
- Content Optimization: Revamping content to align with identified high-performing keywords and user preferences.
- Technical Improvements: Ensuring site health through technical SEO strategies, including XML Sitemap updates and JavaScript optimization.
Impact
The implementation of these strategies led to:
- A significant increase in organic traffic.
- Higher keyword rankings, leading to improved online visibility.
- Enhanced user engagement, evidenced by increased resource downloads and site interaction.
Future Directions
Carlton Research continues to monitor and analyze the performance of Big Pharma.com, adapting our strategies to evolving user behavior and SEO trends to maintain and enhance the site’s performance.
Conclusion
Carlton Research’s expertise in data analysis and trend prediction played a pivotal role in the success of Big Pharma.com’s SEO and user engagement project. Our comprehensive approach, tailored strategies, and constant innovation led to a significant increase in organic traffic and user interaction, showcasing our ability to drive tangible business results.