Drmax.pl – 50% increase in TOP3 visibility, in the very top tier of health platforms within a year

Introduction

We’ve often mentioned industries that require SEO specialists to develop entirely individual strategies — ones that not only meet all the positioning requirements of a given niche, but also make it possible to gain a competitive advantage. The pharmaceutical market is undoubtedly one of those industries — and we’ll take a closer look at it through the case study of one of our clients: drmax.pl. The portal, managed by the Vestigio team, achieved a 50% increase in the number of keywords in the TOP 3 over the past year. That’s why we’re proud to share the behind-the-scenes of this success, largely driven by a well-crafted content strategy.

Project challenges and goals

Dr.Max it is one of the largest booking platforms in Poland, offering medicines, dietary supplements, dermocosmetics, and medical equipment. Due to its extensive assortment and wide customer base, the site can be considered one of the leaders in the pharmaceutical industry. We have been effectively working on the domain https://www.drmax.pl for several years, and in 2024 we expanded the scope of our activities. As an SEO agency, we support our Client’s internal team on a daily basis. The result of the newly adopted plan was the extension of efforts to include technical analyses and further implementation of a dedicated content strategy, which involved both creating new blog content and optimizing content on product pages and within category areas. Our ongoing priority remains delivering high-quality, substantive content that meets the E-E-A-T (Experience, Expertise, Authoritativeness, Trust) criteria, which directly impacts increasing the visibility of the entire site.

KPI

The goals set jointly with the Client for 2024 were ambitious, aiming for a specific increase in organic traffic and improved sales performance. What results did the implementation of our strategy bring? Exceeding the KPI for organic traffic by as much as 32% and achieving the transaction KPI at a level 11% higher than the target.

Results

The drmax.pl case is another example of how much high-quality, reliable, and industry-tailored content can benefit a site’s visibility in search results. Just last year, thanks to our strategy, the site’s visibility increased by over 50% in the TOP 3 and by more than 40% in the TOP 10. This makes 2024 the most dynamic year in recent times in terms of the site’s position on Google.

The screenshot below shows the visibility growth in 2024.

Visibility growth in the TOP 3 – Senuto.com

Competition

As we noted, the pharmaceutical industry is an extremely competitive market when it comes to achieving high search rankings.. Standing out among other leaders in this field is another significant success of ours in positioning drmax.pl. In 2024, we recorded the most dynamic visibility growth compared to the key competitors.

Increase in organic traffic for each type of subpage

The result of our efforts is an average increase in organic traffic of up to 89% across all types of subpages.

Product keywords

Below are sample product keywords that have grown over the year.

Keywords for category pages

Below are sample keywords related to medicines for various ailments that have grown over the year.

Blog

The blog content, created based on our proprietary guidelines tool, helped us build visibility for keywords related to the awareness phase of the user’s purchasing journey. Very often, in this phase, users begin their buying process connected to a disease or health issue. Below are sample guide-related keywords that improved their rankings over the year.

SEO results through the eyes of the client

Implementation

Internal linking to category pages from content

Internal linking to category pages from content was also a key element of our SEO strategy for the drmax.pl portal. Already at the stage of creating guidelines for blog texts, we identified semantically related spots where internal links were placed. The entire process was conducted using our proprietary tool, which leverages natural language processing to match link placements, anchors, and verify existing ones. Thanks to this, each category page gained additional context and SEO value, and the internal links from the content contributed to improved page indexing and rankings in search results. Proper use of internal links not only enhanced site navigation but also strengthened the thematic hierarchy and the importance of individual categories in the eyes of search engines.

SEO Audit

We began the expanded efforts last year with a comprehensive technical audit, in which we identified a number of technical elements that needed improvement. We consistently emphasize that every successful SEO campaign begins with preparing and implementing a technical audit.

Content and information architecture

An individually crafted and client-tailored content strategy was at the core of our work on the site last year. Taking into account priorities and business goals, we focused on:

• creating articles covering the awareness phase — that is, increasing brand awareness among searchers in the initial stage of the customer journey,
• category optimization,
• product page optimization.

Each blog post and category description was created using a set of keywords prepared based on our know-how and proprietary tools. Additionally, thanks to the Client’s involvement, we developed an efficient, effective process for creating and implementing content, which includes:

1. Topic selection and verification
2. Preparation of the SEO layer for articles (selection of keywords, titles, subheading structure, internal linking)
3. SEO layer verification by the Dr.Max team
4. Content writing by specialized copywriters
5. Content verification by the Dr.Max team
6. Content publication

Next steps

The successes we’ve achieved so far through implementing the strategy for drmax.pl are definitely a driving force for our continued efforts, and we are confident that this is just the beginning of our joint achievements. Our ambitious plans for 2025 include:

• Implementation of content briefs (enhanced keyword sets) — a content brief in a semantic approach is a detailed guideline for content creators that defines what information, structure, and context should be included in a given piece (web document) to comprehensively and logically address user intent and meet SEO requirements;
• Implementation of topical maps — a topical map is a method that organizes content into a logical structure reflecting the relationships between topics and subtopics within a given field. A topical map allows for comprehensive coverage of a subject, increases the site’s visibility in search engines, and builds its authority within a specific industry. It is an information architecture strategy that ensures better alignment with search algorithms.
• Further technical analyses and optimizations aimed at ongoing site improvement and adapting the website to the continuously evolving requirements from Google.

Summary

The Drmax.pl platform case study perfectly illustrates how crucial content optimization is in an SEO strategy, especially in the context of improving visibility and increasing the business effectiveness of Google’s organic channel. Enhancing the relevance of on-site content by incorporating user search terms can secure a stable position for the site in Google.

Does your website need high-quality content? Are you operating in an industry that requires a tailored SEO strategy aligned with search engine requirements? Get in touch with us — we know how to boost your business’s visibility.