Case Study: Online Pharmacy & Prescription Medicine Platform

One ranking position. From 8.4 to 7.4. That single position was worth 5,730 additional clicks in one quarter."

THE DATA & WHAT IT ACTUALLY SHOWS

3-month compare view. Clicks: 7,170 to 12,900 — up 80%. Impressions: 104,000 to 176,000 — up 69%. CTR: 6.9% to 7.3% — improved. Position: 8.4 to 7.4 — improved by 1 full position.

The graph is the clearest visual in this portfolio. The light blue click line trends steadily upward from day 1 to day 90, from around 80 clicks per day to approaching the 240-click ceiling of the Y-axis. The dashed previous-period lines run well below throughout. CTR also improved alongside the click and impression growth — which means the new impressions being earned are quality ones, not volume for its own sake. This is what a clean, compounding optimisation looks like when the work is done correctly.

The key number here is that 1-position improvement. In Google's click curve, position 8 to position 7 is worth roughly 50% more traffic. That is the mathematics of the first page.

THE REAL TECHNICAL ISSUES I FOUND

First: the site had pages sitting between positions 8 and 9 for dozens of high-volume queries — a position range where you receive roughly 3-4% of available clicks. Moving those pages to positions 6-7 roughly doubles that click share. I identified 34 pages within 0.5 of a position improvement and concentrated the work there.

Second: product pages used generic titles leading with brand name and category — "BrandName | Paracetamol Tablets" — without any condition-based or symptom-based language. A patient searching by symptom ("fever tablets for adults" or "painkiller for back pain") does not immediately recognise a title that just shows a chemical name and a brand. The relevance match was weak.

Third: no MedicalWebPage or Drug Schema on product pages. Schema is structured code that tells Google exactly what a page is about — in this case, what the medication treats, its active ingredient, dosage information. Without it, these pages were ineligible for rich results and carried lower trust signals for health queries.

THE WORK I DID

I ran a position-gap audit in Search Console: every page with an average position between 8.0 and 9.5 was flagged as a priority target. I built internal links from the site's highest-authority pages pointing into each of those 34 flagged URLs. Internal links pass authority — adding three or four strong internal links to a borderline-page is often enough to push it over the position threshold.

I rewrote product page titles and H1 headings to lead with the condition or use case, followed by the product name. "Ibuprofen 400mg Tablets — Pain & Inflammation Relief" rather than "BrandName Ibuprofen".

I implemented MedicalWebPage Schema with active ingredient, condition treated, dosage form, and a reviewed-by field referencing a registered pharmacist. Every Schema field was validated in Google's Rich Results Test before going live.

THE DIRECT RESULTS

12,900 clicks and 176,000 impressions over the most recent 3-month window. Up from 7,170 clicks and 104,000 impressions the prior period. Position 7.4. CTR at 7.3%. The graph shows a growth curve that has not plateaued at day 90 — momentum is still building. The internal link authority transfers and Schema implementations both continue to compound as Google re-crawls and re-evaluates affected pages.