SEO case study · The last three months against the three months before
80% more search clicks in three months for an online pharmacy
Thirty-four product pages sat just short of the positions that get clicked. Internal links, clearer titles and medical markup moved them up one place, and clicks nearly doubled.
12.9K
clicks, from 7.17K
176K
impressions, from 104K
7.4
average position, from 8.4
Measured over
The last three months against the three months before
What to notice
The top row reads 12.9K clicks against 7.17K and 176K impressions against 104K. On the chart the solid lines climb from left to right and stay well above the dashed lines for the previous period.
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Who the business is
An online pharmacy selling prescription and over-the-counter medicines. It is not named here, so it is described by its trade and by what the screenshot shows.
Why marketing mattered
People search for a medicine by what it treats. The pharmacy that appears in the top half of page one with a clear title gets the order.
- Service
- SEO
- Sector
- Online pharmacy, SEO
- Period measured
- The last three months against the three months before
- Figures from
- A Search Console performance screenshot for the account
What was not working
The problem
An online pharmacy with dozens of product pages stuck at positions 8 and 9, the bottom of page one, where very few searchers click.
- Dozens of pages sat between positions 8 and 9, where few people click.
- Titles led with the brand and the chemical name, not the condition a patient searches for.
- Product pages had no medical markup, so they could not earn rich results.
Where things stood before the work began
In the previous three months the site took 7.17K clicks from 104K impressions, at an average position of 8.4.
- 7.17K
- clicks in three months
- 104K
- impressions
- 8.4
- average position
What we found, and why we started there
The thinking
A page at position 8 or 9 is close. Thirty-four pages were within half a position of moving up, so the work was concentrated on those instead of spread across the catalogue.
How we did it, step by step
- 1
Internal links to 34 near-miss pages
Every page averaging between positions 8.0 and 9.5 was given links from the site's strongest pages.
- 2
Titles rewritten around the condition
Titles and headings now lead with what the medicine is for, then the product name.
- 3
Medical markup added and tested
Each product page states its active ingredient, the condition treated and the dosage form, reviewed by a registered pharmacist and validated before going live.
What the numbers show
The result
+80%
organic clicks in three months
Clicks went from 7.17K to 12.9K against the previous three months and impressions from 104K to 176K. Click-through rate rose from 6.9% to 7.3% and average position improved from 8.4 to 7.4.
| Measure | Before | After |
|---|---|---|
| Clicks | 7.17K | 12.9K |
| Impressions | 104K | 176K |
| Click-through rate | 6.9% | 7.3% |
| Average position | 8.4 | 7.4 |
From the work to the outcome
- 34 near-miss pages strengthened
- Position 8.4 to 7.4
- 176K impressions
- 12.9K clicks
How to read this, and what it does not prove
A three-month comparison from Search Console. All four measures improved together, which is the cleanest pattern among these accounts.
Clicks are visits, not orders, and no revenue figure was supplied. Medicines are a seasonal category, so part of a three-month rise can be the time of year. The client is not named, so a reader cannot check the screenshot against the account. It is one account with no control group: it shows what happened alongside the work, and it cannot show how much of that the work caused.
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What you can take from this
Start with the pages that are nearly there
A page at position 9 needs a small push. A page at position 40 needs a rebuild.
Title the page the way people search
Shoppers type the problem. Put the problem first and the product name second.
One position can be worth a lot
Moving up one place near the middle of page one changed clicks by 80% here.