29,732% increase in website impressions within first 5 months
11,121% increase in number of ranking keywords over a year.
About myBMI
myBMI are a team of medical experts who provide bespoke weight management treatments for overweight adults across the UK. They aim to promote a holistic, comprehensive and ethically responsible approach to weight loss that goes far beyond pharmaceutical prescriptions
myBMI’s approach is to support individuals on their weight loss journey by providing weight loss treatments that are underpinned by four core values:
- Support and Education
- Medical Therapy and Treatment
- Diet
- Exercise
The Challenge
Obesity is a significant health risk and is associated with increased risk of diseases such as diabetes, heart disease and cancer.
Over half of adults in Europe are now overweight and weight problems and obesity are increasing at a rapid rate in most European countries, including the UK. A recent study showed that 64% of adults in England were overweight, with 28% being obese.
For European society as a whole, being overweight has substantial direct and indirect costs that put a considerable strain on healthcare and social resources. In the UK alone, the NHS spend £6.1billion a year on obesity-related illnesses and this is set to rise to £9.7billion by 2050.
In the UK there are a range of weight loss treatments currently on the market. Some however are offering quick results that lead to unsustainable weight loss and promote an unhealthy lifestyle.
Wegovy is a prescription drug that can help with weight loss. Wegovy is a brand name and variation of Semaglutide, a ground-breaking medicine first developed to treat type 2 diabetes. This drug helps reduce blood glucose levels. However, during clinical trials patients also experienced a significant reduction in appetite and weight loss. Further trials showed it to be a highly effective treatment for obesity.
The drug is generally administered as an injection and is scientifically proven to aid weigh loss for adults with a body mass index (BMI) of 30 or higher which is classed as obese. It is also effective for a BMI of 27 or higher (overweight) where there is also a related health condition, such as high blood pressure, type 2 diabetes, or high cholesterol. The drug is especially effective when used in combination with exercise and a low-calorie diet.
By their very nature, medical sector websites are notoriously harder to market than those in other sectors, due to strict regulations around advertising health and pharmaceutical services. To ensure we had no issues with this, we ensured we were compliant with the Medicines and Healthcare products Regulatory Agency (MHRA) in all of our marketing efforts.
In addition to this, recently there have been numerous algorithm updates released by Google that have made an impact on the website. It is often the case that medical websites are hit by Google Algorithm updates because they are held to a higher standard than other websites. To overcome this, we regularly assessed the performance of the website in line with Google’s guidelines for creating content for users. Because of this, the website saw a huge uplift in organic traffic.
Our Solution
We first started working on the myBMI brand back in 2021 and have since implemented an effective and robust SEO strategy that has significantly increase website traffic and new business.
The main target audience for the campaign is overweight and obese UK adults with a BMI of over 27 where weight is causing a significant health risk. Note that the treatment is for improving quality of life and is not a casual weight loss programme for people only wishing to lose a small amount of body fat.
In order to raise awareness of the myBMI brand, we updated and enhanced their content strategy, based on solid research. We created a content strategy that was centred less around the transactional keywords that would benefit the business and instead keywords with informational intent, that would produce helpful content and answer the all the queries that their target audience were asking.
A full audit of the myBMI website and marketplace research was carried out, which identified several priority areas for improvement along with marketplace opportunities. In collaboration with the team at My Health Online, a robust digital marketing strategy was then put together that addressed strengthening these highlighted areas, along with agreed activity to deliver on all objectives.
The strategy mainly focused on technical SEO enhancements combined with the roll out of a comprehensive and well research content plan.
YMYL and Google E.E.A.T considerations were very high on our priority list, especially the promotion of the fact that myBMI is run by a group of highly qualified trustworthy medical experts:
We ran regular website audits to make improvements to the website from a user experience point of view. The key aim being to get the correct information in front of the user without technical difficulties or website issues.
For our strategy, we were guided by myBMI’s values to ensure all patients have the information and resources available to them to help them achieve their weight loss goals in a healthy way to lead to more sustainable weight loss. To do this we looked at developing a support network for patients who are on a weight loss journey and need sound medical advice to help avoid drop off from weight loss plans
Finally, a crucial part of our strategy was ensuring all E-E-A-T signals were actioned on the website, as myBMI is run by a group of highly qualified trustworthy medical experts.
A Success Story
When we first started working on myBMI’s website in June 2021, website visits, ranking and organic click-throughs were almost negligible at 119 total clicks and 498 total impressions for the prior period.
By the end of the first 5 months, we demonstrated significant impact with our SEO and content strategy.
At the end of month five, total clicks had increased from 119 to 35,500 (29,732%) and total impressions from 498 to 601,000 (120,583%). By March 2022 we were achieving over 21,900 visits per month.
In the first six months, we went from almost negligible search results to having over 100 priority search terms in positions 1-3 and by March 2022 an impressive total of 1443 organic keywords ranking on Google SERPS. This is reflective of the high-quality content now present on their website providing patients with a wide-range or medical education, recommendations and medical advice on a daily basis.
As a specialist search agency, we very much view SEO as a medium to long-term strategy, where tangible results are only seen beyond a 6-month period and in many cases large shifts in ranking are generally only seen beyond a 12-month period.
However, we have bucked this trend, and have demonstrated that with the right well-researched and robust SEO and content plan in place, you really can made huge strides with organic search.
11,121%
increase in number of ranking key words (first year)
23,263%
increase in total website impressions (first year)
13,151%
increase in total website clicks (first year)
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