OTC healthcare brand: SEO growth plan
Case study · Strategic SEO & Growth Planning
The brand had keyword and competitor data but no way to prioritise it, and was at risk of competing on generic category terms while ignoring the search territory unique to its product’s real differentiator.
450+
Category terms triaged and de-duplicated across the research set
3 tiers
Roadmap: must-track, content/PPC opportunity, monitor-only
+125%
Fastest-growing demand cluster surfaced before competitors moved on it
What I did
I scored every term on relevance, intent, volume, commercial signal and trend, then resolved duplicates and grouped them into a three-tier action framework an account manager could present and execute against.
What the audit surfaced
- The brand’s single biggest differentiator had zero keyword research behind it: an open search territory with no serious competition.
- Several high-intent “at-home / no-prescription” clusters were growing fast and mapped perfectly to the product’s distribution model.
- Clear competitor-conquest plays existed: content that intercepts people who’ve tried the obvious alternative and still have the problem.
- A strong seasonal demand window meant content and bids should be front-loaded months ahead of peak.
The recommendation
The deliverable was a prioritised roadmap an agency can bill against: weekly-tracked defence terms, a content and conquest pipeline targeting the differentiator and the underserved at-home clusters, and a seasonal publishing/bidding calendar.