Increasing Organic Traffic Volumes Elevating SEO for Johnson & Johnson

Client
Johnson & Johnson
Industry
Health / Pharma
Solutions

Organic Media
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% of Keywords Appearing on Page 1

82%

35%

Decrease in Bounce Rate

Johnson & Johnson (J&J), the world’s largest and most broadly based healthcare company approached Incubeta to elevate and optimize their SEO strategy on a number of the J&J brands. We worked closely with their brand teams to set highly measurable KPIs across each brand, ultimately looking to drive increased organic traffic volumes. The KPIs were: Ensure 50% plus of chosen keywords rank on page 1, Month-on-Month increase in impressions and clicks. Secondary KPIs like bounce rate, time on site, page views etc. were closely monitored as they act as indirect SEO ranking factors.

We over achieved all our KPIs, in some cases by over 100%! Increase in YoY organic traffic was significant too!

Insights

For the J&J brands Johnson’s Baby, Listerine, Carefree, Neutrogena and Johnson’s Adult, J&J approached us with the following problems: Regional brand websites not ranking, Low organic traffic volumes, High spends on PPC. Our target markets were UAE, Kuwait, Egypt and Saudi Arabia and the target audience was English and Arabic speaking individuals.

Strategy

We followed a lengthy and detailed process for each brand, fully auditing their current approach to SEO, content, technical setup, detailed keyword research and competitive analysis.

Technical Audits: In-depth technical audits were carried out to improve the Google-ability of all regional brand websites, which included site architecture changes, header tag hierarchy, website speed etc.

Keyword Research: Across brands, we ran a detailed keyword research and user trend analysis in order to drive strategic content roadmaps for each brand

Content: Keyword research showed that search volume was high for lifestyle content and solutions/problems related content. For each brand, we created a content calendar that mapped content articles and keywords to ensure we were aligned with consumer search activity and core brand messaging

For each of the brands we achieved the following:

Neutrogena: 312% increase in Organic Traffic YoY

Listerine: 68% increase in Organic Traffic YoY

Johnson Baby: 31% increase in Organic Traffic YoY

Johnson Adult: 112% increase in Organic Traffic YoY

Carefree: 650% increase in Organic Traffic YoY

Additionally we achieved the following results:

Time on site has increased from an average of 60 sec to an average of 4 m 12 sec
Page views have increased from an average of 1.2 pages to 4.5 pages
Organic traffic is now the number one traffic driver across all brands
PPC spends have decreased significantly