We increased average monthly visitors to copd-aktuell.de from 1,290 to 21,500; an increase of 1,567% year on year. This resulted in an average of 1,590 conversions per month.

The challenge

According to Umwelt Bundesamt, 10-12% of adults over 40 in Germany have COPD – a debilitating pulmonary disease, with a detrimental  impact on millions of patient lives. There are 3.46 million searches per year for topics related to COPD. Our in-depth digital landscape analysis showed there is no single trusted resource that patients and caregivers can consult to get support.

Boehringer Ingelheim wanted to connect people living with COPD and their carers to content that helps them achieve the best possible quality of life.

The process

Using our unique process to identify and categorise thousands of keywords, we determined those more likely to be used by patients. Armed with this data, we then developed a content strategy that would help realise these opportunities. Understanding that great content is only as successful as the technical structure of the website it’s hosted on, we also went to work on analysing the website from a technical perspective to maximise search visibility. We then launched paid search campaigns to drive relevant traffic.

The results

The impact of our approach was significant. By the end of December 2018, our SEO strategy had directly led to a; 468% increase in SEO traffic, 1,083% increase in SEO newsletter subscriptions and a 397% increase in SEO video views .