pharmasimple the content success story...thanks to: > 30.000 online products from 770 brands...
TRANSCRIPT
![Page 1: Pharmasimple The Content Success Story...Thanks to: > 30.000 online products from 770 brands Including (dermo-) articles, dietary supplements for ... area, it was no longer visible,](https://reader034.vdocuments.mx/reader034/viewer/2022042220/5ec62babc2f05a1e142a24a3/html5/thumbnails/1.jpg)
Pharmasimple – The Content Success Story –One Year to E-Commerce Success
![Page 2: Pharmasimple The Content Success Story...Thanks to: > 30.000 online products from 770 brands Including (dermo-) articles, dietary supplements for ... area, it was no longer visible,](https://reader034.vdocuments.mx/reader034/viewer/2022042220/5ec62babc2f05a1e142a24a3/html5/thumbnails/2.jpg)
The aim of the project was to make sure that Internet
users and search engines alike were on the same page,
so content and SEO experts joined forces in a strong
project team. The result: rankings significantly
improved after only one year. Check out the
Pharmasimple mission to learn more.
A strong website is the basis for sustainable success in e-commerce. Search engine optimization can become a real challenge, especially for sites with branched structures that have grown over the years. This is clearly shown in our case study for Pharmasimple. At this French company, everything revolved around the online sale of more than 30,000 products in the fields of health, care, daily hygiene, and beauty.
![Page 3: Pharmasimple The Content Success Story...Thanks to: > 30.000 online products from 770 brands Including (dermo-) articles, dietary supplements for ... area, it was no longer visible,](https://reader034.vdocuments.mx/reader034/viewer/2022042220/5ec62babc2f05a1e142a24a3/html5/thumbnails/3.jpg)
Thanks to:
> 30.000 online products from 770 brands
Including (dermo-) articles, dietary supplements for
cosmetic purposes, as well as pregnancy and baby
products
Well-known brands such as Avène, La Roche-Posay,
Mustela, Puressentiel, Nuxe, Bioderma, Lierac,
Caudalie, Vichy, Weleda, Eucerin, Klorane
Founded in 2010
Headquarters near Brussels (Belgien)
40 employees
Three locations
Around 50.000 existing customers
It all began as a pure e-commerce player in the
drugstore and pharmacy sector. The site was
designed by pharmacists for pharmacists, so was
very technical and had little in the way of
consumer-orientation.
![Page 4: Pharmasimple The Content Success Story...Thanks to: > 30.000 online products from 770 brands Including (dermo-) articles, dietary supplements for ... area, it was no longer visible,](https://reader034.vdocuments.mx/reader034/viewer/2022042220/5ec62babc2f05a1e142a24a3/html5/thumbnails/4.jpg)
Editing and translation into languages from across
the globe
Thousands of registered authors
Globally, handles more than 100,000 orders per
month – 65,000 for the United States, approx.
20,000 for Germany and approx. 8,000 for France.
More than 10 million articles have been written for
the French platform alone since 2007.
Agency for SEO online reputation and content
marketing, focused on research and development.
SEO optimization tool, Semji, can be used to select
pages to concentrate on, determine the appropriate
keywords – including search volume – and make a
content rating. The tool shows which keywords are to
be integrated at which positions (h1, h2) for
optimization in order to achieve a content rating of
80% and above.
![Page 5: Pharmasimple The Content Success Story...Thanks to: > 30.000 online products from 770 brands Including (dermo-) articles, dietary supplements for ... area, it was no longer visible,](https://reader034.vdocuments.mx/reader034/viewer/2022042220/5ec62babc2f05a1e142a24a3/html5/thumbnails/5.jpg)
Because it was the linchpin for the pharmaceutical
sample business, in order to increase sales, the traffic
on the website had to increase.
The following main problems were identified:
Page structure
Unbalanced relationship between SEA (much
invested) & SEO (under-represented):
Pharmasimple had spent a lot on AdWords.
When the company stopped investing in this
area, it was no longer visible, which then had an
impact on revenue.
The solution: a complete overhaul to facilitate
strong growth for more SEO and SEA success, as
well as for an improved user journey and an
optimal user experience on the site.
![Page 6: Pharmasimple The Content Success Story...Thanks to: > 30.000 online products from 770 brands Including (dermo-) articles, dietary supplements for ... area, it was no longer visible,](https://reader034.vdocuments.mx/reader034/viewer/2022042220/5ec62babc2f05a1e142a24a3/html5/thumbnails/6.jpg)
Coordination
Scalability
Reaction time
Productivity
Quality
Inclusion
Commitment
Training
Willingness to change
Strategic consulting
Technical know-
how
KPI measurement
Jointly bringing SEO-optimized content to
the forefront.
![Page 7: Pharmasimple The Content Success Story...Thanks to: > 30.000 online products from 770 brands Including (dermo-) articles, dietary supplements for ... area, it was no longer visible,](https://reader034.vdocuments.mx/reader034/viewer/2022042220/5ec62babc2f05a1e142a24a3/html5/thumbnails/7.jpg)
23,000 potential pages, 11,000 of which were
indexed, i.e. 48%
3% of pages generated 99% of traffic
700 brand sites
3,500 category and subcategory pages
15,000 product sheets
10,500 Nutzer via organic search
5% of e-commerce revenue generated by organic
traffic
… with clearly measurable key figures:
![Page 8: Pharmasimple The Content Success Story...Thanks to: > 30.000 online products from 770 brands Including (dermo-) articles, dietary supplements for ... area, it was no longer visible,](https://reader034.vdocuments.mx/reader034/viewer/2022042220/5ec62babc2f05a1e142a24a3/html5/thumbnails/8.jpg)
Increase SEO traffic to 150,000 visitors per month
(starting from January 2018 with 10,500 monthly
visitors).
Overhaul of the website: Usability and Customer
Journey, improvement of SEO, optimization of SEA
campaign structure.
Increase share of organic traffic from 6% to 50%
through SEO measures.
![Page 9: Pharmasimple The Content Success Story...Thanks to: > 30.000 online products from 770 brands Including (dermo-) articles, dietary supplements for ... area, it was no longer visible,](https://reader034.vdocuments.mx/reader034/viewer/2022042220/5ec62babc2f05a1e142a24a3/html5/thumbnails/9.jpg)
With a comprehensive content check, the project
partners needed to assess whether the content on the
Pharmasimple website contributed to the company's
objectives. The first step was to uncover the weak
points so that inferior and non-holistic content could be
removed, while valuable potentials for the content
marketing and search engine optimization could be fully
utilized. As content is known to be king, this would be
the basis for a successful web presence.
Product datasheets were often
duplicated
Similar products
Many dealers simply copied the
information on their brand pages
CSV catalogues & comparison
pages
Main categories
Main products
![Page 10: Pharmasimple The Content Success Story...Thanks to: > 30.000 online products from 770 brands Including (dermo-) articles, dietary supplements for ... area, it was no longer visible,](https://reader034.vdocuments.mx/reader034/viewer/2022042220/5ec62babc2f05a1e142a24a3/html5/thumbnails/10.jpg)
20% of pages > 3 seconds
Home page > 6 seconds
Pages set at a lower hierarchical level > 10 seconds
70% of the subpages were more than three clicks away, and
the product pages were 10 clicks away.
Numerous orphaned pages (no connection to the domain and
no internal/external links)
![Page 11: Pharmasimple The Content Success Story...Thanks to: > 30.000 online products from 770 brands Including (dermo-) articles, dietary supplements for ... area, it was no longer visible,](https://reader034.vdocuments.mx/reader034/viewer/2022042220/5ec62babc2f05a1e142a24a3/html5/thumbnails/11.jpg)
doctifarma.fr
pharma-gdd.com
newpharma.fr
pharmashopi.com
cocoocenter.com
parashop.com
atrium-sante.fr
pharmasimple.com
63
44
51
51
47
41
43
71
194,662
1,031,526
595,494
611,127
838,640
1,341,330
1,104,428
82,392
1,201
738
792
1,248
598
479
265
370
776
668
772
899
596
456
252
324
247,689
57,051
179,173
117,988
143,149
32,553
24,955
14,300
586,813
67,624
412,970
266,019
204,720
33,165
21,625
10,552
Good performance values compared to competitors
![Page 12: Pharmasimple The Content Success Story...Thanks to: > 30.000 online products from 770 brands Including (dermo-) articles, dietary supplements for ... area, it was no longer visible,](https://reader034.vdocuments.mx/reader034/viewer/2022042220/5ec62babc2f05a1e142a24a3/html5/thumbnails/12.jpg)
In order to put the performance of a website through its
paces, it's always worth comparing it to the competition.
The Domain Rating (DR) measures the strength of a
domain and provides information about the backlink
quality in relative comparison to other sites.
By doing this for Pharmasimple, it became clear that the
ranking should have been better, although the backlink
structure itself was not inappropriate. In addition, few
domains referred to their page.
The following weak points were noted:
From a technical point of view: unfavorable categorization of products; website not responsive.
Website performance: page speed too slow (not sure what "too much" means here), and content that is difficult to access, which made it confusing for the user.
The content: too little relevant info, lots of redundant info, content not detailed enough.
Only a complete reorientation could guarantee a solid
basis for the implementation of a sustainable and
effective SEO strategy.
![Page 13: Pharmasimple The Content Success Story...Thanks to: > 30.000 online products from 770 brands Including (dermo-) articles, dietary supplements for ... area, it was no longer visible,](https://reader034.vdocuments.mx/reader034/viewer/2022042220/5ec62babc2f05a1e142a24a3/html5/thumbnails/13.jpg)
Once all technical problems had been solved in the first step, the project team could concentrate on the SEO
strategy. This involved defining the particularly important products, reordering the structure or categorization, and
defining semantic clusters as well as important keywords. The writing process could then begin – with a
sophisticated briefing to ensure high-quality content – before implementing a targeted backlink strategy.
To this end, the following steps were required…
![Page 14: Pharmasimple The Content Success Story...Thanks to: > 30.000 online products from 770 brands Including (dermo-) articles, dietary supplements for ... area, it was no longer visible,](https://reader034.vdocuments.mx/reader034/viewer/2022042220/5ec62babc2f05a1e142a24a3/html5/thumbnails/14.jpg)
No indexation of the
website for a period of
1.5 months
Creation of a pre-
production environment
Template
redesign/template
change
Optimization of the
source code
Web performance testing
/ pre-production
(responsive)
Segmentation (5 Days)
Customer brainstorming
Identification of
segments that are
particularly important for
the business
700 brand sites
1,500 category and
subcategory pages
5,000 product
descriptions
Content Marketing
Articles (Blog)
Briefing creation
Tools to support
semantic optimization
Link building
Categorization (3 months)
A maximum of three
levels
Define priorities and
priority areas
Topic clusters and well-
founded keyword analysis
Weighting of data (for
example, search volume)
![Page 15: Pharmasimple The Content Success Story...Thanks to: > 30.000 online products from 770 brands Including (dermo-) articles, dietary supplements for ... area, it was no longer visible,](https://reader034.vdocuments.mx/reader034/viewer/2022042220/5ec62babc2f05a1e142a24a3/html5/thumbnails/15.jpg)
The main challenge in redesigning the content
production process was to integrate all text on the
Pharmasimple website with minimal time and effort.
The total was just under 3.5 million words.
In fact, without a minimum of automation, it would
have been impossible to create 150 product sheets
consisting of 800 to 1,200 words and, at the same time,
fine-tuning the form of the text.
When integrating large amounts of text for
Pharmasimple, several challenges had to be mastered
simultaneously. For example, text production volume
had to be increased while maintaining quality and
some texts had to be adapted to new text types.
A smooth, reliable and on-time work process with
clean methods – centrally handled via the Textbroker
platform – was the decisive factor for success in this
context. By making a CSV upload available to the
authors, the number of work steps for them was
reduced and potential sources of error were avoided.
![Page 16: Pharmasimple The Content Success Story...Thanks to: > 30.000 online products from 770 brands Including (dermo-) articles, dietary supplements for ... area, it was no longer visible,](https://reader034.vdocuments.mx/reader034/viewer/2022042220/5ec62babc2f05a1e142a24a3/html5/thumbnails/16.jpg)
The authors were able to use a convenient CSV upload. This avoided possible sources of error and reduced the number of work steps to achieve publish-ready content.
![Page 17: Pharmasimple The Content Success Story...Thanks to: > 30.000 online products from 770 brands Including (dermo-) articles, dietary supplements for ... area, it was no longer visible,](https://reader034.vdocuments.mx/reader034/viewer/2022042220/5ec62babc2f05a1e142a24a3/html5/thumbnails/17.jpg)
Creating external content with the goal of optimal search engine results requires special skills and daily practice. This is why internal processing is difficult for most companies –including Pharmasimple.
Textbroker has been a pioneer among text providers since 2005, leading the way in unique, tailor-made content. For such a large project, it was a good idea to bring on a specialist with the necessary expertise and experience to manage the production of content qualitatively.
By outsourcing the editorial portion of the project, Pharmasimple was able to concentrate on more strategic management and control tasks, and Textbroker authors could focus on their core competence -- writing custom text.
![Page 18: Pharmasimple The Content Success Story...Thanks to: > 30.000 online products from 770 brands Including (dermo-) articles, dietary supplements for ... area, it was no longer visible,](https://reader034.vdocuments.mx/reader034/viewer/2022042220/5ec62babc2f05a1e142a24a3/html5/thumbnails/18.jpg)
To make a great film, you need three things: a great script, a great script and a great script.
„
“- Alfred Hitchcock
To make a great film, you need three things: a great script, a great script and a great script.
„
“- Alfred Hitchcock
briefing
![Page 19: Pharmasimple The Content Success Story...Thanks to: > 30.000 online products from 770 brands Including (dermo-) articles, dietary supplements for ... area, it was no longer visible,](https://reader034.vdocuments.mx/reader034/viewer/2022042220/5ec62babc2f05a1e142a24a3/html5/thumbnails/19.jpg)
Do you fear unmotivated authors and endless correction
loops? With clear instructions and feedback, this doesn’t happen.
The be-all and end-all for a successful writing process with
a satisfactory result is an impeccable briefing. It should be
as meaningful and comprehensive as possible, containing
all the necessary information, and be followed by a
rigorous feedback process. The first assignment in this
project, therefore, involved every author. The individual
components of the briefing were worked through step by
step and the perfect final version created collaboratively.
After text submission, the authors were given detailed
explanations of any corrections required so that they could
understand exactly why, for example, a certain passage of
text was not expressive enough or why their chosen style
was inappropriate. In this way, the copywriters could be
individually guided for as long as necessary. Some required
repeated instruction on the subject of SEO or HTML, while
others were familiar with the subject matter so, after
minor corrections, were fit to continue.
![Page 20: Pharmasimple The Content Success Story...Thanks to: > 30.000 online products from 770 brands Including (dermo-) articles, dietary supplements for ... area, it was no longer visible,](https://reader034.vdocuments.mx/reader034/viewer/2022042220/5ec62babc2f05a1e142a24a3/html5/thumbnails/20.jpg)
The be-all and end-all for a successful writing process with a satisfactory result is a perfect briefing, which is why Textbroker's briefing guidelines make their appearance here.
![Page 21: Pharmasimple The Content Success Story...Thanks to: > 30.000 online products from 770 brands Including (dermo-) articles, dietary supplements for ... area, it was no longer visible,](https://reader034.vdocuments.mx/reader034/viewer/2022042220/5ec62babc2f05a1e142a24a3/html5/thumbnails/21.jpg)
The project consisted of several steps to enable successful content marketing, the first of which was targeted recruitment of suitable authors. The aim was to find the exact authors who were motivated to meet the requirements and were able to implement correction requests appropriately and promptly.
It was vital that the planned text volume was fixed, with a suitable time window, at the start of the project. In order to prevent deviation from expectation and to reduce potential revisions – or even rejections – Textbroker also equipped the project authors with regular training in the specifics of the assignment. In this way, authors continuously improved their writing skills and consistently delivered tailor-made, error-free texts.
![Page 22: Pharmasimple The Content Success Story...Thanks to: > 30.000 online products from 770 brands Including (dermo-) articles, dietary supplements for ... area, it was no longer visible,](https://reader034.vdocuments.mx/reader034/viewer/2022042220/5ec62babc2f05a1e142a24a3/html5/thumbnails/22.jpg)
Pharmasimple's wishes were always central to the
decision-making process.
Competitors’ content and competing brands were
examined in advance with the aim of distinguishing
each product in context.
Official authority recommendations and standards
within the healthcare industry were taken into
account to ensure the accuracy of important
information.
Good readability and usability for online users was considered paramount, as readers often scan content and fly over passages with only 16% reading the entire text.
To distinguish good texts, brevity and conviction were
key, while clear, understandable and lively language
achieved engagement. In addition, texts answered the
W questions that users asked themselves in order to
offer real added value.
![Page 23: Pharmasimple The Content Success Story...Thanks to: > 30.000 online products from 770 brands Including (dermo-) articles, dietary supplements for ... area, it was no longer visible,](https://reader034.vdocuments.mx/reader034/viewer/2022042220/5ec62babc2f05a1e142a24a3/html5/thumbnails/23.jpg)
For recognition value and a unified appearance, all
texts had the same tonality, used the "we" form and
addressed the reader directly.
An attractive price certainly played a role but was
not textually intrusive.
Word usage and terms were handled consciously and
sensitively, giving preference to those with positive
and inclusive connotations. For example, "people"
instead of "individuals" and "relief" instead of
"healing.” The latter was particularly important in the health environment given the implications of
incorrect description or usage. Therefore, a definitive
list of language dos and don’ts was provided in the
briefings.
![Page 24: Pharmasimple The Content Success Story...Thanks to: > 30.000 online products from 770 brands Including (dermo-) articles, dietary supplements for ... area, it was no longer visible,](https://reader034.vdocuments.mx/reader034/viewer/2022042220/5ec62babc2f05a1e142a24a3/html5/thumbnails/24.jpg)
As with all e-commerce sites, Pharmasimple’s SEO
content could not devalue an individual product in
the portfolio in favour of another product. In
addition, the texts needed to bridge the gap between
attention-grabbing messages and the correct
presentation of health-related information. In short,
the contents had to professionally inform while
arousing interest, without excessive use of
promotional language. Instead, they needed to
actively distance themselves from the respective
brand communication while still increasing the value
of the respective brand; for example, by informing
the reader about the effect of certain ingredients.
Authors were therefore made aware of which
keywords they could use, and how, so that they did not
unintentionally deceive the reader. They were actively
encouraged to think carefully about the usage of certain
terms and phrases, as well as being tasked with
translating the various product INCI formulas into lay
terms in order to make the ingredients transparent to
consumers. Precautionary recommendations were also
made for dietary supplements sold over the counter. In
principle, the difficulty with pharmaceutical products is
to vary the phrasing (i.e. not always "as part of a
balanced diet and a healthy lifestyle"), avoid excessive
promotional language, and be careful not to confuse the
pharmaceutical industry with the medical field by using
incorrect terms. The author team for the Pharmasimple
project successfully achieved this careful balance.
![Page 25: Pharmasimple The Content Success Story...Thanks to: > 30.000 online products from 770 brands Including (dermo-) articles, dietary supplements for ... area, it was no longer visible,](https://reader034.vdocuments.mx/reader034/viewer/2022042220/5ec62babc2f05a1e142a24a3/html5/thumbnails/25.jpg)
![Page 26: Pharmasimple The Content Success Story...Thanks to: > 30.000 online products from 770 brands Including (dermo-) articles, dietary supplements for ... area, it was no longer visible,](https://reader034.vdocuments.mx/reader034/viewer/2022042220/5ec62babc2f05a1e142a24a3/html5/thumbnails/26.jpg)
![Page 27: Pharmasimple The Content Success Story...Thanks to: > 30.000 online products from 770 brands Including (dermo-) articles, dietary supplements for ... area, it was no longer visible,](https://reader034.vdocuments.mx/reader034/viewer/2022042220/5ec62babc2f05a1e142a24a3/html5/thumbnails/27.jpg)
# Keywords in the Top 3
# Keywords in the Top 10
![Page 28: Pharmasimple The Content Success Story...Thanks to: > 30.000 online products from 770 brands Including (dermo-) articles, dietary supplements for ... area, it was no longer visible,](https://reader034.vdocuments.mx/reader034/viewer/2022042220/5ec62babc2f05a1e142a24a3/html5/thumbnails/28.jpg)
Paid
Organic
Organic results overtook thepaid results after 12 months
![Page 29: Pharmasimple The Content Success Story...Thanks to: > 30.000 online products from 770 brands Including (dermo-) articles, dietary supplements for ... area, it was no longer visible,](https://reader034.vdocuments.mx/reader034/viewer/2022042220/5ec62babc2f05a1e142a24a3/html5/thumbnails/29.jpg)
Open communication from A to Z was essential for this project –both between the project management team and the authors, and
between the project management team and Pharmasimple.
Regular telephone calls enabled the participants to ensure that
everything went according to plan.
The Textbroker project managers provided professional guidance
to the authors, including anticipating and mitigating the impact
of slow periods, such as holidays. Team-building and further
training measures for the editorial department were given high
priority during implementation, with the ultimate goal of
collaboratively improving productivity.
The results were impressive. The team was able to overcome all
hurdles together and achieve the goals set at the start of the
project by redesigning the Pharmasimple website, improving the
internal organization and findability in the search engines,
increasing the text volume, and sustainably increasing the
performance of the e-commerce site through high-quality
content marketing.
![Page 30: Pharmasimple The Content Success Story...Thanks to: > 30.000 online products from 770 brands Including (dermo-) articles, dietary supplements for ... area, it was no longer visible,](https://reader034.vdocuments.mx/reader034/viewer/2022042220/5ec62babc2f05a1e142a24a3/html5/thumbnails/30.jpg)
Phone: (702) 534-3832Mail: [email protected]: www.textbroker.com
Textbroker LLC 80476 West Sahara AvenueLas Vegas, Nevada 89117
Sario Marketing GmbHGroße Bleiche 465116 Mainz, Germany