Case Study: United Pharma

Universal Industrial and Logistics Park, Warehouses 1,2,3
Old Mombasa Road, Nairobi, Kenya

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Case Study: United Pharma

Client Overview: United Pharma, located at Universal Industrial and Logistics Park, Warehouses 1,2,3, Old Mombasa Road, Nairobi, Kenya, is a leading pharmaceutical company that specializes in the distribution of high-quality medical products. Their website, unitedpharma.co.ke, is a crucial part of their business, serving as a platform for both information and online product inquiries.

Project Objective:

The primary goal of this SEO project was to increase organic website traffic by targeting a Kenyan audience, thereby enhancing the brand’s online visibility and driving more traffic to the website. The project also aimed to improve keyword rankings, boost local search presence, and ultimately drive more inquiries and sales for the company’s pharmaceutical products.

SEO Strategy:

To achieve these goals, we implemented a tailored SEO strategy focused on the following key areas:

1. Keyword Research & Optimization:
   • We conducted thorough keyword research to identify high-traffic, relevant keywords within the pharmaceutical industry and local Kenya-based searches.
   • Keywords such as “pharmaceutical suppliers in Kenya,” “medical supplies Nairobi,” and “buy medicines online Kenya” were prioritized to match the search intent of potential customers.
   • On-page optimization involved incorporating these keywords into strategic locations such as title tags, meta descriptions, header tags, and body content.
2. Local SEO:
   • Given that the client serves a Kenyan audience, we focused on optimizing their presence for local search queries. This included ensuring the website was properly indexed for Kenyan searches and creating a robust Google My Business profile for improved local visibility.
   • We also worked on local citations by submitting the business to relevant Kenyan online directories and listing services.
3. Content Strategy:
   • We developed high-quality, informative content focused on the pharmaceutical sector in Kenya. This content was aimed at answering common customer questions, offering valuable insights into medical products, and positioning United Pharma as an authority in the local industry.
   • Blog posts, product descriptions, and FAQs were optimized with both local and global keywords to attract targeted traffic.
4. Technical SEO:
   • A comprehensive website audit was conducted to identify any technical issues that could hinder the website’s performance in search engines.
   • We optimized site speed, fixed broken links, improved mobile-friendliness, and enhanced the overall user experience, ensuring that the website was search engine-friendly and easy to navigate.
5. Backlink Building:
   • To increase the domain authority of the website, we implemented a targeted backlink strategy. This included acquiring backlinks from relevant local websites, pharmaceutical industry blogs, and authoritative health-related sites within Kenya.

Results:

• Traffic Growth: Within the first three months of implementing the SEO strategy, the website saw a 45% increase in organic traffic. This surge in traffic was a direct result of higher keyword rankings and increased visibility for both local and industry-specific search queries.
• Improved Rankings: Several target keywords ranked on the first page of Google, with some even reaching the top 3 positions, including keywords like “pharmaceutical suppliers in Kenya” and “medical supplies Nairobi.”
• Enhanced User Engagement: The average session duration on the website increased by 25%, indicating that users found the content more engaging and relevant. Additionally, the bounce rate decreased as users navigated through the site to explore the product offerings.
• Lead Generation: The increase in targeted traffic resulted in a higher number of inquiries and leads. This directly contributed to United Pharma’s sales, as more potential customers reached out for product orders and information.

Conclusion:

The SEO efforts for United Pharma successfully increased organic traffic to the website by targeting the Kenyan audience with a focused and strategic approach. By improving on-page SEO, optimizing for local search, creating high-quality content, and acquiring valuable backlinks, we were able to enhance the visibility of United Pharma in search engines, resulting in more website traffic, engagement, and ultimately, a higher volume of leads.