10 minutes Reading time
20 minutes Length
The latest Market Performance Report for the Pharmaceutical Industry is here and ready to download.
This report looks at data from 2018-2019, highlighting improvements or losses for key performance metrics across the board. We produce these reports to give companies in the Pharmaceutical Industry 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 site in business, but we’d never have enough room. So, we’ve narrowed it down to the top 57 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 30% loss in visibility.
Lloyds Pharmacy has also kept their 2nd place spot but still lost a small 8% visibility this year.
Next is RxList who has had an increase in visibility of 18% year on year.
Pharmacy2u has also had an increase of 10%.
Making up the top five is DR Fox who had a 24% drop in visibility.
The rest of the top 10 has been a mix of big wins and big losses:
Our keywords highlighted in the report are either high competition keywords or keywords that offer a great opportunity.
It’s first worth noting that pharmacies will constantly be in competition with health advice sites and information hubs such as NHS, WebMD and Mayo Clinic.
A lot of the keywords contain the words ‘treatment’ or ‘remedies’, so it’s clear that there are lots of questions and scope to explore related keywords in more detail.
Content is the cure
A lot of these searches bring up advice articles or informational guides. The search ‘cold sore remedies’ even brings up an article by toothpaste brand Colgate on whether toothpaste is a viable cold sore remedy.
As the old saying goes, if you can’t beat them, join them. Creating valuable content or guides may be the best way to rank on page one for these high competition keywords.
Identifying which topics have a lot of related questions is a good place to start. The obvious topics here are cold sores, cold and flus and hay fever.
However, our high opportunity keywords have also identified a need for information around period delay tablets. This could be a great way to reach those page 1 spots with a rich guide that answers all the related questions.
Read more about writing enhanced copy.
According to a study by Merkle, shopping ads now account for 60% of clicks on Google and product listing ad impressions have increased by 47% since 2017.
Not every keyword is completely commercial, so PLAs won’t exist on all. However, they do appear on searches for ‘cold sore remedies’ and will appear for many terms that aren’t on our lists.
Doing keyword research can help massively with your PPC strategy.
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.
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 videos with help and information including a recent series from one of their pharmacists answering the top 5 Googled questions about asthma such as preventing an asthma attack, exercising with asthma and asthma symptoms at night.
Their Twitter content is the same – they could optimise this more by doing twitter specific content and playing to the strengths of this platform such as use of a branded hashtag, inclusion of polls and Twitter sized images.
While this may feel like a dry subject, there’s a lot of information to explore and this can be delivered in engaging ways, as is shown by Lloyds’ video content.
Other great ways to encourage people to engage with your social content is by posting competitions, polls and ‘vote’ style images.
By doing this, you can open up your site to a wider audience. While the likes of Boots and Lloyds may not need this kind of promotion as much as smaller brands, it can really help for those smaller brands to build up trust and a following.
Posting testimonials or success stories on your pages can also help with this reputation and impression.
If you’re not already paying attention to page speed in your SEO strategy, now’s the time to change. In the more recent algorithm updates, page speed has emerged as one of the most important aspects which contributes to SEO success. That’s because it’s easier for Google to crawl your site and it also reduces the likelihood of people bouncing or exiting your site due to long page loads.
We’ve ranked the Online Pharmacies for their page speeds using Google PageSpeed Insights. The top five were
We’d love you to speak to us about our findings if you have any questions or want to know more about the data.