How One Health Company Outranked WebMD and Oprah for Less Than $1,000
A Case Study on Organic Search Content Marketing
It was a brand new site for a brand new supplement company. Eight articles and $1,000 later, this small company was outranking Oprah, WebMD, Dr. Axe, and NCBI for health and wellness search terms in Google search.
Here’s how Tigris tripled this site’s organic traffic and reduced its bounce rate from 44% to 7% in a matter of months.
The client was a small company that creates health products uniquely designed for patients who are recovering from Lyme disease. It’s a relatively small market, with around 300,000 Lyme Disease cases in the U.S. per year.
The client knew if he wanted to sell this product, his marketing would have to be laser-focused.
The founder wanted to increase his site’s organic search rank results, so that Lyme disease patients could get answers to their questions -- and ultimately purchase their product as the solution.
However, being a startup, his budget was small: $6,000 for all marketing and advertising, and $1,000 for written content. The client engaged Tigris in April of 2018 to help with content strategy and production.
The Tigris Approach
Tigris created eight custom articles, having generated content ideas using a proprietary research process. Tigris conducted keyword research to identify medium and long-tail keyphrases most likely to be used by the clients’ ideal prospects, and most likely to result in increases in traffic.
After developing the blog posts, Tigris optimized them for organic search, while also providing design and technical recommendations for site improvements to help with ranking.
Four months after publishing the last of the articles created by Tigris, results were in.
The client’s website was now outranking major health and wellness websites like WebMD, Dr. Axe, Healthline, Oprah, and NCBI for Lyme disease search terms. It had multiple featured snippets, pictured below:
Better yet, the high-quality content itself had a demonstrable ROI: visitors were now spending an average of two minutes on the website after clicking. Bounce rates were down from 44% in April to a mere 6.7% in September.
And although the client only engaged Tigris to help with lead generation, there was an unexpected side effect: because better content attracted higher quality leads than those generated by paid search campaigns, conversions went from nonexistent to 6% in three months.
The only content distribution method that the client used was organic social media posting. In other words, the client didn’t pay a penny to spread the word about the web content: it rose to the top of search results on merit alone, drawing in highly-qualified leads daily.
Outranked Web MD, Dr. Axe and Oprah in search results for health and wellness terms in just a few months, despite having less than 1% the amount of organic traffic as these sites.
Reduced the bounce rate from 44% to 6.7%.
Increased average time spent on page to over 2 minutes.
Increased conversion rate: Higher quality leads resulted in a higher conversion rate (4-6%).
3x growth in organic search traffic in four months.
Featured snippet placement: After just 3 months the site was in position one, with a featured snippet, for 7 search terms.
Organic ranking for 334 search terms: With only 38 pages on the whole site, the business ranked organically for 334 search terms, 95 of which were on the first page.
70x more engagement on social posts: One article, when shared on Lymewell’s Facebook page, received 70x more likes than typical posts, and 82 shares, all organically.
Want similar results? Contact Amanda at Tigris for a meet-and-greet call.