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Pocketpills is a fast-growing pharmaceutical company that has been making waves in Canada's online pharmacy industry with its innovative proprietary technology and commitment to making medication accessible and affordable. As the country's leading online pharmacy, Pocketpills delivers medication by the dose straight to its customers' doors. Its easy-to-use online platform offers personalized care and pharmacy services whenever and wherever needed, making it a game-changer in a market that has traditionally been dominated by brick-and-mortar pharmacies.
With a presence in every province and territory, the brand quickly becomes the go-to choice for many Canadians looking for a more convenient way to access their medication. This expansion came at huge paid costs & little to no rewards from organic traffic sources.
It was business critical to reduce the cost per acquisition and scale growth further in this highly competitive space.
THE CHALLENGE
Pocketpills was competing for clicks and customers in a $42 billion online pharmacy business in Canada with annualized paid search spend north of a million dollars. They created landing pages to attract users searching for drug prescriptions in Google in millions of ways each day. They invested in paid search early on and drove growth until an inflection point was hit across multiple dimensions.
Organic search lagged behind; paid activities siphoned resources and attention, lessening SEO’s contribution to the business over the period. Ultimately, the team realized they needed a different strategy to elevate the organic search channel as the primary acquisition channel. They aimed to improve rankings for key buyer intent keywords across the entire category of online prescriptions, drugs, and pills. These are three distinct keyword segments that scale across all combinations of drug names, both brand and organic, within the Canadian market.
Furthermore, paid search CPCs continuously rose and exceeded $100K+ a month. The organic market share was concentrated around a core set of head terms (online pharmacy) and the blog site, which had a collection of long-form articles about the initial product offering, specifically birth control pills (how to buy birth control pills online).
THE SOLUTION
Quattr had already proven the value of investing in organic search by growing non-brand traffic 2X in the initial six months. However, the most significant source of conversions was still paid traffic while organic clicks lagged as these search intents were competing with formidable players like WebMD & GoodRx.
First, Quattr brought Google Ads and Search Console data together to highlight such opportunities.
The platform then compared the experience on the top landing pages in paid campaigns to the current best organic search content out there. The algorithms evaluated every aspect of the content, experience and discoverability factors like a search engine does to rank web pages.
It presented an algorithmic assessment of intent gaps between customers' landing pages and the top-ranking competing content. The platform provided actionable recommendations that helped greatly enhance these pages.
THE RESULT
Within a few months, thousands of these pages gained Google rankings, outperforming brands like WebMD and GoodRx. SEO clicks increased 6X for the top converting search intents like 'Buy Drugs'.
The rapid organic growth helped fully replace paid conversions and clicks that were costing over $1M annually.
I have always believed in the potential of SEO. But the momentum we have created with Quattr is far beyond what we had expected. We are excited to build upon this foundation with the experts at Quattr.
Quattr's AI-first platform evaluates like search engines to find opportunities across content, experience, and discoverability. A team of growth concierge analyze your data and recommends the top improvements to make for faster organic traffic growth. Growth-driven brands trust Quattr and are seeing sustained traffic growth.
And we’re happy to share the wisdom. Here are some resources curated just for you:
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