Lansinoh are an established brand with over 35 years of history, manufacturing and retailing a range of products for mothers and babies with a mission to help them get the best start in their new lives. The product range covers market-leading breastfeeding, birth prep and recovery products.
As a brand in the healthcare sector, Google considers Lansinoh to have “Your Money or Your Life” (YMYL) content, which can “impact the future happiness, health, or safety of users”. Such pages are held to a high level of scrutiny algorithmically and manually, which can result in volatile ranking changes during algorithm updates.
Having seen declines in keyword visibility and subsequently traffic and conversions that could be linked directly to Google’s algorithm updates, Fusion reconfigured the client’s content strategy to align it will best practice recommendations following a core algorithm update.
This involved reviewing keywords and landing pages which had been negatively impacted, whilst also carrying out a content gap analysis to find new opportunities. We were then able to devise and implement a plan to re-optimise existing content and produce relevant, new content,
In addition, we also carried out a technical audit and make improvements to the site to better optimise it in general.
“As a brand within the healthcare sector, we have learnt that Google places our content under ‘YMYL’ scrutiny with complex guidelines we need to adhere to.
Fusion have been instrumental in ensuring that our content is fit for purpose and best practice in line with these guidelines. They are a highly trusted partner, showing they understand the complexities of the SEO industry as well as our market, and the result has been strong SEO performance since we started working together in 2019.”
STACEY PRIESTLEY, DIGITAL, ECOMMERCE & SOCIAL MARKETING MANAGER, LANSINOH
As a result of fresh, improved content being pushed live, the site has seen overall keyword ranking improvements following three separate algorithm updates – the May 2022 Core Algorithm update, and the Helpful Content updates of August and December 2022.
The real-life impact of these algorithmic improvements can be seen adjacent – a 17% increase in organic sessions leading to a 32% increase in revenue.
