A pharmacy storefront that grew 923% in online sales

The store had a healthy brand presence and almost no non-branded reach. People who already knew the pharmacy could find it; the far larger group searching for the products it stocked could not. Category and product pages were thin, near-duplicate and largely unindexed, so the catalogue was invisible in exactly the searches that produce first-time customers.

The commercial problem was that every new order had to be bought, through ads or footfall, because organic contributed almost nothing at the top of the funnel.

Over sixteen months the store earned 143,000 search clicks from 7.38 million impressions, with average position improving to 11.5 as the long tail of the catalogue came into range. Monthly organic traffic moved from roughly five thousand visits to 30.9K, and the keyword footprint grew to 3,800 ranking terms.

The split that matters most is branded versus non-branded. Non-branded search now accounts for 49.6% of organic traffic, which means roughly half of all organic visitors are people who did not know the pharmacy before that search. On the commerce side, sessions grew 467%, orders 797% and total sales 923% year on year, with conversion rate improving 62% at the same time, so the extra traffic was not diluting quality.