Promoting a B2B Business in the Medical Niche
This medical equipment website promotion case study is divided into 2 parts: SEO and paid promotion. We will show step by step how to set up successful B2B marketing for a business selling equipment priced at over UAH 1 million.
SEO for a B2B Business Selling Expensive Medical Equipment
Project goals
- Increase search traffic for key queries and reach the TOP 5.
- Increase the number of leads for high-value medical equipment.
- Develop the eCommerce section of the website.
In this case, we worked with a non-standard eCommerce project in the B2B segment, where traditional online store promotion methods do not work. That is why, taking into account all the specifics of promoting medical-related topics, we focused on content. In the long run, this approach fully paid off.
The result was growth from 400 to 5,500+ users per month and 250+ leads per month from Ukraine and the CIS.
Traffic growth
Conversion growth
Specifics of promoting a medical equipment website
The well-known Google Medic Update of 2019 affected many websites in the medical niche, and our client was no exception. Despite having high-quality content on the pages, the website slowly started losing positions for key search queries.
This happened because the online store did not fully meet Google’s E-A-T requirements: expertise, authoritativeness, and trustworthiness. However, thanks to close cooperation with the business owner and fast implementation of changes, the website improved its positions in search after the next update in September 2019.
In this case study, we explain which actions led to traffic and conversion growth and what needs to be done when promoting a medical equipment website.
Finding growth opportunities
After analyzing the niche, we decided to focus on the following areas:
- Technical optimization.
- Expanding content on product pages.
- Making the company more transparent and visible.
- Improving E-A-T factors.
Read more about the website promotion strategy further in the case study.
Promotion strategy
Semantic core and website structure
One specific feature of the semantic core in the medical equipment niche is that it is grouped not only by product type, as in regular online stores, but also by medical area of application. That is why the first thing we did was expand the existing website structure. A broader structure helps create more entry points for target search queries, which ultimately affects both website traffic and conversions.
Content optimization
Competitor analysis showed that, when optimizing content, we needed to focus heavily on the quality of medical equipment product pages:
- How unique is the text?
- Is there information on how to use the equipment?
- Are there measurable criteria for evaluating the product?
- How is the product different from similar alternatives?
- Are the advantages and disadvantages of the medical equipment described?
- What are the differences compared to older-generation models?
- Does the page include important purchase factors, such as delivery options or special terms for wholesale orders?
We also analyzed the top Google search results based on the following factors:
- Article length.
- Block placement and layout examples.
- Marketing messages that help users make a purchase decision.
As a result, a standard product page evolved into a standalone mini landing page that answered all key questions potential customers might have.
Example of traffic growth for one of the product pages:
Technical optimization
First, we prepared recommendations for fixing the technical issues that were holding back the project’s growth:
- Closing a large amount of duplicate and low-value content that had been indexed. Example of duplicate pages on the website:
- Incorrect setup of the website’s language versions. Example of a common issue with multilingual websites:
- Unoptimized pagination pages.
- Duplicate metadata (Title, Description, and H1) on similar pages was replaced by implementing metadata templates.
- Generation of low-quality pages when several filters were selected, with those pages getting indexed by search engines.
- Lack of proper internal linking to product pages, which made indexing more difficult.
- Absence of schema markup. Since the project belongs to eCommerce in the medical niche, implementing Product, AggregateOffer, AggregateRating, Review, and BreadcrumbList schema markup was essential.
- Broken links and images.
- A large number of internal 301/302 redirects in links and images across the website.
- Missing important marketing and content blocks on product pages, such as USPs, price, availability, product descriptions, and specifications.
Technical optimization made further promotion of the website much easier, which can be seen in the Google Analytics graph:
Traffic growth for a medical website
Developing the link profile and improving brand awareness
We analyzed the backlink profiles of similar websites with the highest visibility in Google and identified the project’s main weaknesses:
- A relatively low percentage of anchor links.
- A weak backlink profile.
- No links pointing to product pages.
- No guest posting links from high-traffic websites.
- Links from regions that were not relevant to the business.
Over the course of our cooperation with the client, we managed to fix these issues and build a strong backlink profile:
Client backlink profile
In addition, we focused on PR promotion for the brand through guest posts on trusted websites. This helped increase traffic even further.
Client backlink profile
Improving E-A-T factors for YMYL websites
Since the project belongs to the YMYL category (Your Money or Your Life), it was important to pay special attention to E-A-T factors. These factors become more critical for websites every year, while search engines continue updating their algorithms to better identify authoritative and high-quality resources.
We prepared recommendations for optimizing the following areas:
- Contact information.
- The “About Us” page.
- Authorship for blog articles.
Example:
- Information about:
- Delivery.
- Payment methods.
- Warranty and returns.
- Reviews.
- Product specifications.
- Availability.
- Certificates.
- Google My Business profile.
At the beginning of our cooperation, the project had relatively low rankings. After the work was completed, it significantly improved its position in Google search, largely thanks to the implementation of E-A-T factors.
SEO promotion results
During our cooperation with the client, we increased traffic from 2,500 to 23,000 monthly visitors from the organic search channel.
This result was achieved thanks to:
- Close cooperation with the business owner.
- High-quality content development.
- Acquisition of relevant, high-quality backlinks.
The first traffic results came from strong internal and technical optimization. Today, the website generates more than 250 leads every month.
PPC for a B2B Medical Equipment Delivery Company
Paid promotion goal
Set up online marketing and paid traffic channels for a B2B business. Capture existing market demand for medical equipment delivery through Google Ads. Increase market awareness to prevent a drop in leads caused by audience fatigue.
Getting started
Our task was to develop a strategy for attracting the target audience for a business that delivers medical equipment from abroad. The business itself has a very narrow customer base and operates in a highly competitive market. However, since medical offices are a promising business direction, we decided to look for potential customers not only in the healthcare sector, but also among investors, entrepreneurs, and people interested in launching startups.
From the very beginning, we were limited in the tools we could use. This project was different from a standard online store: the website did not have fixed product prices. Because of this, tools such as Google Shopping and dynamic remarketing were not available.
We also had to do more than capture existing high-intent demand. Another important goal was to build brand awareness in the market.
Over 2 years, we achieved a stable stream of leads for a medical equipment business where deals start from UAH 500,000.
You can find all the details further in the case study.
Capturing existing demand
To capture existing market demand, we set up search campaigns for general queries, low-frequency queries related to specific equipment models, and DSA campaigns (Dynamic Search Ads). Since the product has a long decision-making cycle, a single interaction was often not enough to overcome all the customer’s doubts and objections.
Search campaigns in Google Ads
To increase the number of leads from search advertising, we launched remarketing funnels. In addition to a classic remarketing funnel in the Google Display Network, targeting users who viewed the site but did not place an order, we also launched video campaigns. These campaigns were divided into several stages and addressed customer questions step by step.
As a result, we started receiving a stable flow of conversions from search traffic while covering existing demand in the market.
Search campaign performance
Creating demand
From the very beginning, we clearly understood that media visibility and recognition in professional circles were very important for the niche of delivering medical equipment from the U.S. and Europe. This created opportunities for scaling and improving the conversion rate.
For this purpose, we launched Google Display Network campaigns and YouTube video campaigns. For targeting, we used custom audiences, competitor websites, and user interests identified by Google.
Soon after, we were able to use Smart Display campaigns with payment for conversions. This helped us expand the reach of display campaigns even further, since we could safely increase budgets without overpaying for clicks.
Scaling to new regions
Once the advertising campaigns in Ukraine had been optimized, we decided to scale to new countries.
After launching our existing setup in a new location, we were genuinely surprised by the results. The market was not heavily saturated with advertising, and demand for the client’s services turned out to be extremely high. Compared to Ukraine, the number of leads was 8 times higher, while the cost per lead was 5 times lower. Since the sales team was not prepared for such a heavy workload, we had to temporarily pause the campaigns from mid-February to early March.
At peak moments, we were receiving more than 200 leads per week through B2B digital marketing.
Website conversion growth
Conclusion
As a result, the combination of SEO, paid advertising, and the client’s ongoing business development efforts now brings in more than 250 leads per month from the CIS, with deal values starting at UAH 500,000.
If you own a business in the medical niche and want to improve your promotion results or increase sales, contact Livepage — we can help your business move forward.
