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The latest Market Performance Report for the Pharmacy E-Commerce sector is here and ready to download.
This report looks at data from 2017-2018, highlighting improvements or losses for key performance metrics across the board. We produce these reports to give retailers in the Pharmacy E-Commerce sector a detailed look at their and their competitors’ year on year performance to see where they rank.
We analyse both the technical and social aspects of the sites, comparing SEO Visibility and Link Authority while looking at the low-hanging fruit in keyword opportunities. We also delve into Brand Reach and social aspects including content marketing advice.
We’d love to include every single Pharmacy ECommerce site in business, but we’d never have enough room. So, we’ve narrowed it down to the top 50 companies. If you want to see where you fit in, get in touch and we’ll send you some data that includes your brand. We’ll happily talk you through it as well.
If you’re wondering why these 50 companies made it into the report, continue reading the rest of this post. We’ve highlighted some of the biggest wins within the sector and examined the sites to see why certain brands have made it to the top. You can take this insight and use it for your own benefit or ask us for help.
Have the report open in a tab ready to refer to it while reading.
If visibility isn’t one of your SEO priorities, you should aim to make it so from now on. Being more visible on Google can improve your site’s organic traffic, sales, conversions and revenue.
Boots remains the market leader despite a huge 41% decrease in visibility.
Lloyds Pharmacy has also kept their 2nd place spot but also suffered a small 6% loss of visibility.
Zava is in 3rd place with a site that only launched this year. They previously operated as DrEd so it’s likely that a sitewide 301 redirect migration has kept their site metrics performing well – enough to keep them in the top 3 of the whole sector.
Other wins in the top 10 include Chemist Direct (+11%), Doctor Fox (+23%) and huge improvements from The Independent Pharmacy (+226%), Nature’s Best (+64%) and Weldricks (+151%).
Pharmacy2U lost 8% of visibility while Med Express gained a small 4%.
Our keywords highlighted in the report are either high competition keywords or keywords that offer a great opportunity.
The high competition keywords show that customer intent is often to find out more information when searching in this sector.
So, it’s no surprise that most of these searches list a featured snippet at the top.
Well done to Dr Fox who has placed within a featured snippet and has another listing in the top three for the terms ‘hair loss tablets’, ‘thrush tablets’ and ‘malaria tablets’.
Their corresponding pages contain tabs which include a lot of rich content and images with information about their products.
Treating page copy like a guide or short article instead of traditional SEO copy has been proven to improve page rankings within a few weeks. We know because we’ve done it with some of our own clients.
In this case, extended page copy has not only landed Dr Fox in a top spot on Google, but it has also helped them to become featured on competitive pages which will undoubtedly maximise conversion.
According to a study by Merkle, shopping ads now account for 60% of clicks on Google and product listing ad impressions increased by 47% last year.
Not every keyword is completely commercial, so PLAs won’t exist on all. However, they do exist on the terms ‘saline nasal spray’, ‘hair loss tablets’ and ‘blood pressure tablets’.
Doing keyword research can help massively with your PPC strategy.
Boots is topping the links chart with the highest average number of links per month of high quality.
It must be said that Boots are not solely a pharmacy, so their links cannot be attributed entirely to this sector. Many of their links are going to products and other aspects of the site such as the Opticians.
However, Boots previously hosted WebMD which is a US site dedicated to providing healthcare tips and advice.
Many of Boots’ links still come from WebMD, but the webmd.boots domain now redirects to a page offering the choice to visit either Boots or WebMD.
Not having these pages redirect straight to Boots could be losing them valuable link equity which could damage their metrics in the long run.
Chemist Direct has the highest average quality of links.
They have a blog which exists on a subfolder of their main domain, ensuring maximum link equity is retained.
They have a good content marketing strategy with posts and infographics that focus on more than just selling products.
They could improve their posts even further by ensuring all posts are over 500 words, link to other posts and have a call to action at the end. Keyword research could also help them gain organic rankings.
Social platforms are the perfect place to discuss things which your business is passionate about, show your personality and broaden your audience.
Boots is topping the social charts with the highest owned social score and brand searches per month.
Again, we can’t attribute this entirely to the pharmacy section of their brand – most of their social posts are catered towards beauty and skincare.
Lloyds Pharmacy is in 2nd place and is producing some great social content, especially on Facebook.
They regularly post links to their helpful blog content, tools and topical advice content such as postcard images of skincare tips during Sun Awareness Week.
Their Twitter feed is mostly dedicated to answering customer queries but overall their social channels offer little in the way of engagement.
Posting competitions, polls or captions that invite a response is a brilliant way of getting customers to share and interact with your social content.
Pharmacy2U has the 3rd highest number of brand searches but a very low owned social score in comparison.
They do post links to news articles of theirs and related posts from other publications.
They also post positive customer reviews they have received.
They could increase their social following by creating some of the engaging content previously mentioned. This would open them up to a wider audience, giving them the opportunity to grow a bigger following.
Want to know how we could help you? Set us a challenge and don’t forget to download the report below.