How did Incremys help Giphar turn their SEO into a strategic business channel capable of challenging the leaders of the health and wellness sector on the net?

over €50K

each day

media equivalent to
Savings in paid SEA

Over 1000

keywords

ranking in Google Top 3
in only 24 months

+227%

organic sessions

between 2020 and 2021

Giphar, un groupement
de pharmaciens d’officine français créé en 1968

  • 1300 pharmacies sur toute la France.
  • 2 domaines avec une logique drive-to-store :
    • Un site de contenus d’experts santé au service du patient pharmaciengiphar.com
    • Un site de marque de distributeur laboratoire-giphar.fr

Issues and targets?

  • Highlighting the skills of Giphar pharmacists as health experts and the services offered in store
  • Increasing Giphar’s reputation and visibility to eventually lead customers to use the store locator and generate more footfall in the pharmacies.

What were the challenges?

  • French legislation forbids commercial prospection aimed at patients. The challenge consists in drawing the web users/patients by offering interesting and relevant articles on their chosen topics.
  • Giphar is very focussed on providing high quallity content, written by health specialists et proofread by pharmacists. The group’s reputation depends on this documentation et must help Giphar position itself as a health expert on strategically relevant topics.
  • A lot of mainstream media are present on web searches about those topics and they seemed difficult to compete with at first. Futhermore other pharmacy companies – our direct competitors – also have their own websites and are already publishing on the net.
  • Our SEO strategy had to be built from the ground up with a need to optimise the time allocated to its structuring.
  • And finally, there was a need to optimise the budget allocated to this area. The main challenge was about choosing the right keywords in order to maximise our ROI for our SEO strategy.
“When we first started we had to do painstaking work trying to identify our areas of interest. We implemented some actions without really knowing their impact and the ROI was very low. Thanks to Incremys we can now clearly identify the main topics and their SEO potential so we can keep only those with ranking potential and assess their result.”

Mélanie Dieu, Content Manager – Giphar

The Incremys SaaS:

A 360° tool and methodology to achieve winning strategies

1

Optimising the technical health of your website and guiding you through its redesign

2

Implement a data-driven strategy

3

Maximising the productivity of content creation

4

Centralising access to results and proving SEO profitability

Step 1

Optimising the technical health of your website and guiding you through its redesign

Giphar achieved a bird’s eye view of the site performance using the Incremys platform. The ‘page mapping‘ and ‘technical priorities‘ options provided our team with a prioritised view of the impact of the main errors that needed resolving so we could rank higher on search engines.

The Incremys ‘contribution’ module analyses the initial performance of the site pages for pharmaciengiphar.com on Google rankings. We managed to streamline the existing content – and by extension the site’s reading by Google’s algorithm. We kept some pages that contributed by their SEO content to rank on 1st and 2nd page of searches. Other pages we mainstreamed because they did not contribute to our SEO ranking and, more importantly, presented no marketing interest.

On a daily basis, this 360° analysis of the site performance helps us identify semantic opportunities as well as technical corrections needed to manage the site: improvement of SEO tags, titles, meta-descriptions… These semantic opportunities and technical corrections are systematically prioritised by Incremys in order to maximise the impact of the traffic generated by our actions.

Grâce à la cartographie des pages sous l’angle du trafic potentiel généré, Giphar a pu retravailler une arborescence de site claire et pertinente pour maximiser son impact et améliorer sensiblement l’expérience utilisateur proposée à ses visiteurs.

Thanks to the page mapping based on potentially generated traffic, Giphar has managed to rework thesite’s tree structure, making it clear and relevant. This has maximised its impact and noticeably improved our user-end experience.

Step 2

Implementing a data-driven
strategy

After we streamlined our editorials and ensured we had good technical health on the site, we used the competition analysis option. The statistical analysis run by Incremys helped identify high prioirity topics that needed either creating or reworking, so we could take over our competitors and win market shares in organic search results.

🎯 Our aim

  • Ranking and prioritising our content creation based on their SEO potential, optimising the time spent on this with a clear view of relevant keywords to be worked on in comparison to our competitors, and increasing high potential content
  • Attracting our target audience and bringing Giphar to a top position on Google
  • Getting in-house proof of the expected impact from clicks generated on the site and show the relevance of this acquisition channel

Step 2

Implementing a data-driven
strategy

After we streamlined our editorials and ensured we had good technical health on the site, we used the competition analysis option. The statistical analysis run by Incremys helped identify high prioirity topics that needed either creating or reworking, so we could take over our competitors and win market shares in organic search results.

🎯 L’objectif

  • Hiérarchiser et prioriser la création des contenus en fonction du potentiel SEO, optimiser le temps de travail grâce à une vue simple des mots clés pertinents à travailler par rapport à la concurrence et accélérer sur les contenus à fort potentiel
  • Capter l’audience et amener Giphar en top position Google
  • Démontrer en interne l’impact attendu sur les visites générées sur le site et convaincre de la pertinence de ce canal d’acquisition

“Getting in front of the leaders in the health market on the net is possible! We managed to reach top ranking positions on Google by using Incremys’s predictive functionalities on topics that are hugely important to us.Giphar has now become an authoritative source. Working with Incremys has proven to be a virtous circle.’”

Step 3

Maximising the productivity of content creation

Gipar has relied on the Incremys in-house Content Factory. Their certifed content writers have produced top-level editorials in hig quantities.

The Content Factory has been given a hundred editorials to create each year straight from the platform and has boosted organic traffic for Giphar.

These articles are uploaded directly from the platform and are then proofread and validated by Giphar’s own editorial board – composed of pharmacists and health professionals – before being pulished on the website.

✨ Résultat

  • Plus de 100 contenus sont publiés chaque année avec un niveau de qualité de contenus exceptionnel puisque construits par la donnée et validés par des professionnels. Giphar possède notamment un grand nombre “d’extraits optimisés” présents au plus haut des résultats de Google.
  • Cette capacité de production permet aux équipes GIPHAR de se recentrer sur l’essentiel : proposer des contenus qui performent, génèrent du trafic sur le site et témoignent de l’expertise du groupement sur les sujets de santé liés au métier de pharmacien.

Step 3

Maximising the productivity of content creation

Gipar has relied on the Incremys in-house Content Factory. Their certifed content writers have produced top-level editorials in hig quantities.

The Content Factory has been given a hundred editorials to create each year straight from the platform and has boosted organic traffic for Giphar.

These articles are uploaded directly from the platform and are then proofread and validated by Giphar’s own editorial board – composed of pharmacists and health professionals – before being pulished on the website.

✨ Our results:

  • Over 100 editorials are published each year. They all have high-quality content because they are data-driven and then verified by experts. Giphar now has many ‘optimised excerpts’ ranking at top positions on Google.
  • This productivity helps our team at Giphar focus on what really matters: publishing performing content, generating traffic for the site and vouching for the group’s expertise on health matters relating to the pharmacy sector.

“Incremys is intuitive and user-friendly, even for laymen such as Giphar pharmacists. A real time-saver all along the production process!”

Step 4

Centralising access to results and proving SEO profitability

We have been able to manage our Giphar SEO strategy and implement our action plan efficiently since all the performance reports can be found within the same platform.

Tailor-made according to the relevant metrics. The time saved by the Giphar team is not quantifiable but all agree to say that it is substantial.”

Monitoring and implementing the strategy was hugely optimised: the reports are detailled per project, urls, published content… providing a detailled feeddback of all the data.

✨ Résultat

  • La stratégie SEO opérée par Giphar permet d’économiser plus de 50 000 € / mois de paid media SEA

Step 4

Centralising access to results and proving SEO profitability

We have been able to manage our Giphar SEO strategy and implement our action plan efficiently since all the performance reports can be found within the same platform.

Tailor-made according to the relevant metrics. The time saved by the Giphar team is not quantifiable but all agree to say that it is substantial.”

Monitoring and implementing the strategy was hugely optimised: the reports are detailled per project, urls, published content… providing a detailled feeddback of all the data.

✨ Our results:

  • The SEO strategy implementedd by Giphar has saved us over €50k/month in paid SEA media
“The Incremys SEO tool is really well thought-out and encompasses the whole SEO area: starting with a focussed strategy to a systemised production of high-quality content creation as well as tailor-made monitoring. On top of all this, the Incremys team is very understanding and supportive!”

What’s the result?

The SEO strategy implementedd by Giphar
has saved us over €50k/month in paid
SEA media