Avery Biomedical is one of two companies in the world that produces diaphragm pacemakers, designed to assist patients in breathing without the assistance of large mechanical ventilation, usually required with conditions such as quadriplegia and ALS. Although Avery had a website, it had never spent time in SEO/SEM. Avery asked Points to help them with the implementation of an effective SEO/SEM strategy with a heavy focus on SEO, since the budget for an effective SEM campaign is very low.
Initially, Points focused on fixing the existing website, that had a lot of SEO related “mechanical” issues preventing it from ranking in Search Engines. In addition, we focused the majority of our efforts on the content marketing, expanding the catch basin for Avery’s target customers to new patients and geographies. An important part of the SEO strategy was to develop a strategy for all the potential target groups and implement a content marketing strategy for each of the target groups.
Within the first year of engagement, Avery increased over 180% in organic search traffic. More importantly, conversions directly attributable to search (combination of paid and organic) have brought in leads worth an estimated 6 times the total company revenue of the previous year.