Group M shortlisted at the Global Search Awards in Best Use of Search – Health.

Group M Turkiye are delighted to be recognised at the Global Search Awards Best Use of Search – Health: Large, for their work with Abdi Ibrahim Consumer Health.

About GroupM Turkiye & Abdi Ibrahim

GroupM is a leading global media agency that partners with premium providers to offer technology-driven services, specializing in media strategy, data science, and client services. In Turkiye, GroupM’s team provides custom SEO strategies to enhance online visibility.

Abdi Ibrahim Consumer Health is a pharmaceutical and healthcare products company founded in Istanbul in 1912. One of Turkiye’s oldest and largest pharmaceutical companies, Abdi Ibrahim sells products such as vitamins and dietary supplements.

Summary

GroupM Turkiye and Abdi Ibrahim Consumer Health (Youplus) have successfully made it to the finals in the health category of the Global Search Awards. Through the efforts made in 2023, the GroupM Turkey SEO team achieved success in organic searches, increasing organic traffic from 535K in 2022 to 1.34M in 2023.

Abdi Ibrahim’s Youplus brand, which ranked for 15K keywords the previous year, managed to rank for 42K keywords in 2023. During the same period, the number of keywords appearing in the featured snippet field increased from 115 to 1051. In the Google Discover area, a total of 1.13M clicks were achieved in the last quarter of 2023.

Details of The Case Study

1.1. Objectives & Budget

• Achieving 1 million organic clicks throughout 2023.
• Gaining more dominance in organic searches for queries related to vitamin C.
• Reaching a 43% visibility level for all keywords tracked in SEO Monitor.

Despite ambitious goals, we had a budget of 147K TRY (4.2K Euro) for content creation, resulting in 98 pieces of content throughout the year. This is equivalent to only 8 pieces of blog posts per month.

1.2. Target Audience & Strategy

The brand targets individuals, who have busy lifestyles, seeking supplements to support their busy professional or academic lives etc. We conducted keyword research and created pillar & cluster content models in accordance with the target audience.

We always considered Google’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) algorithm guidelines throughout the year. In this line;

• To provide reliable information, enhance credibility & expertise, we collaborated with doctor-authors.
• We always used references in blog posts.
• We added structured data that included the names of the doctor-authors.
• We aimed to create shareable content to gain more backlinks.

While doing all this, we conducted regular technical SEO audits and made the website SEO-friendly from the technical perspective. In this regard, we collaborated with the software agency and shared the findings from our regular technical SEO audits. When it comes to technical SEO, our initial focus was on rectifying these issues to align with Google standards and maintain Ahrefs SEO score consistently throughout the year.

We also developed a height/weight index calculator page to provide users with valuable tools beyond traditional content offerings.

• Body Mass Index Calculator: https://www.youplus.com.tr/vucut-kitle-endeksi-hesaplama

Our strategy extended beyond content creation & SEO basics to include various channels and tactics aimed at engaging and converting our target audience. This involved conducting competitive keyword research, collaborating with SEO & SEM teams for maximum dominance on SERPs, obtaining insights from the agency’s internal insights teams regarding the vitamin category, and working with the UX team in order to make Youplus’ website look more user-friendly.

1.3. Challenges & Solutions

Challenge 1: Need for expertise in E-E-A-T within the healthcare sector.

Solution 1: Recognizing the importance of E-E-A-T in healthcare, we collaborated with doctor-authorsto ensure our blog content met high standards of accuracy and trustworthiness. We also integrated their names into our structured data schema to reinforce the expertise behind our content.

Challenge 2: Competition with strong domain authorities in the healthcare sector.

Solution 2: To tackle competition from very strong domain authorities, we adopted the pillar & cluster content model, organizing content strategically around pillar topics and related subtopics. This strategy boosted our visibility and authority in specific healthcare niches, carving out our presence in the competitive landscape and positioning us as a valuable resource for our audience.

Challenge 3: Seasonality of targeted keywords, particularly during spring and summer.

Solution 3: To manage seasonal keyword volume fluctuations, we also focused on lifestyle topics and diversified our content strategy to cover broader health subjects. We created calculation pages for high-potential health queries in spring and summer, ensuring year-round engagement.

Challenge 4: Limited content budget.

Solution 4: Despite budget limitations, we optimized our content production process by planning content on a monthly basis, based on current traffic and ranking status. We created detailed content briefs and ensured SEO friendliness and quality for each article.

Challenge 5: Legal restrictions on mentioning the products on non-product pages, such as referring to products on blog posts.

Solution 5: To comply with legal restrictions, we focused on specific vitamins and lifestyle topics in our blog content, indirectly attracting our audience without promoting products. We added disclaimers on product pages and avoided terms like “Medicine.” Collaborating with the SEM team, we targeted restricted keywords while staying compliant.

1.4. Results

In 2023, our campaign efforts resulted in significant growth, aligning directly with our objectives and targets.

• Notably, clicks surged by an impressive 150%, from 535,000 in 2022 to 1.34 million. Impressions experienced a remarkable 156% growth, from 24.5 million to 62.8 million.
  
  
• By the end of 2023, the number of ranked keywords surged from 15K to 42K, and our efforts to secure featured snippets escalated from 115 to 1,051 keywords.
  
  
• Specifically targeting vitamin C queries yielded promising results, with 47.6K clicks and 1.56M impressions garnered from queries containing “Vitamin C.”
  
  
• In SEO Monitor, on the 2.3K keywords we track with a search volume of 3M, we increased our visibility from 14.4% to 53.8% over the course of 2023.
  
  
• We crowned all of our achievements by increasing our visibility in Google Discover. In the last quarter of 2023, we obtained 1.13 million clicks on Google Discover.

Group M on their Shortlist Nomination

We’re thrilled and honored that our project has been shortlisted for the prestigious Global Search Awards. This recognition is a testament to the hard work, dedication, and innovative strategies our team has put into driving excellence in SEO. Being acknowledged on such a global platform fuels our passion and commitment to continue delivering outstanding results. Thank you to the Global Search Awards for this honor!