Yliopiston Apteekki has been caring for Finns’ well-being for over two and a half centuries. Founded in 1755 in Turku as a small pharmacy it has since grown into a company employing over a thousand people, serving consumers and Finnish healthcare. Genero and Yliopiston Apteekki began their collaboration in April 2023. In less than a year, we have achieved excellent results. We provide YA with SEO optimization across the board: from content production to backlinks and optimization of category texts.
Background
Yliopiston Apteekki is a part of everyday life for many, as everyone has to visit a pharmacy at some point. It is a non-profit social enterprise with a larger agenda in the background. The profits of Yliopiston Apteekki are used to finance Finnish education and research.
Through our collaboration, we have been introduced to a completely new industry and its challenges from an SEO optimization perspective. Content production related to medicines is restricted by precise regulations and guidelines. We’ve had the opportunity to learn how both informative and lawful content in the pharmaceutical field is produced. Our collaboration with Yliopiston Apteekki has been excellent. Communication is smooth, and things progress swiftly.
Objectives
Yliopiston Apteekki wanted to improve search engine visibility and aim for the top 3 positions for key pharmacy-related keywords, increase organic traffic through articles, and direct traffic to the online store.
Solution
In content production, we have optimized the SEO of Yliopiston Apteekki’s existing articles that were identified to have the potential to perform better. We also produce entirely new SEO articles for them.
In technical SEO, we have optimized meta titles and category texts, targeted featured snippets to achieve Google’s position zero, improved the site’s E-E-A-T by creating expert pages, and utilized existing backlinks to the pages while acquiring new ones.
Results
The most significant successes during our first year of collaboration:
- 834 new keywords in top 3 positions over the year.
- 58 new keywords optimized for featured snippets, with a success rate of 54%.
- 34% more organic clicks on optimized pages in 2023 compared to 2022.
- 77% revenue growth in purchases from SEO-optimized pages (organic, non-advertising).
- 40% revenue growth compared to the previous year (organic, non-advertising).
“We have been very satisfied with the cooperation with Genero. We quickly achieved good results, which can be seen in the increase in traffic and thus also in our sales. The cooperation has been smooth, Genero’s team has been proactive and full of new ideas.”
Markus Sinisalo, Group Chief Commercial Officer, Yliopiston Apteekki
