Case Study: Online Store Selling Massagers and Medical Instruments Introduction

We are proud of the results achieved through our collaboration with Medical Services, an online store specializing in massagers, medical instruments, and relaxation products. Over the course of our partnership, we provided a full spectrum of SEO services, including website structure development, creation of unique content, semantic core building, and search engine promotion. Additionally, the store was integrated with a massage salon staffed by certified specialists, which bolstered the store’s credibility and trust among its clientele.

Development of Website Structure and Semantic Core

One of the critical stages in the project was designing a well-organized and logical website structure. We developed several key sections, including:

• Corporate Section (“About Us”) providing detailed information about the company’s mission and values.
• Client Section, offering resources for current and potential customers.
• Product Catalog, showcasing a wide range of massagers from various brands, as well as medical instruments.
• Massage Services Section, detailing the different massage therapies available from certified professionals.

In parallel with the structure development, we conducted comprehensive keyword research and constructed a semantic core that aligned with the client’s business goals. This included targeting high-traffic, relevant SEO keywords such as “massagers for relaxation,” “medical massage tools,” and “massage therapy products.”

 

Detailed SEO Analysis, Keyword Research, Content Mapping, and Section Development for eCommerce

A comprehensive approach to SEO analysis, keyword research, content mapping, and the development of specific site sections for SEO success was crucial to achieving Medical Services’ goals. Here’s a breakdown of how we approached each area:

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SEO Analysis

Our efforts began with a deep audit of the website to understand its current performance and uncover areas for improvement:

• Technical SEO Audit: We reviewed the site’s speed, mobile responsiveness, crawl errors, and potential issues with indexing. Ensuring proper site structure and fast loading times helped improve both user experience and SEO rankings.
• On-page SEO Audit: We analyzed the meta titles, descriptions, and heading structures on all pages to ensure alignment with best practices.
• Competitor Analysis: By studying other eCommerce platforms in the same niche, we identified keyword gaps and opportunities for content differentiation.
• UX Review: Improving navigation, page layout, and overall usability to increase engagement, reduce bounce rates, and improve ranking factors.

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Keyword Research and Semantic Core Building

We conducted a meticulous keyword research process to form a semantic core that aligned with both the company’s goals and search trends:

• Identifying Seed Keywords: We started with core terms like “massagers,” “medical instruments,” “massage oils,” and drilled down into more niche areas such as “finger massagers” and “magnetic vacuum cups.”
• Long-tail Keywords: Prioritizing more specific, intent-driven searches like “best massagers for back pain” allowed us to capture high-converting traffic.
• Search Volume and Competition: Using tools like Google Keyword Planner and SEMrush, we analyzed search volumes and competition to prioritize the most valuable terms.
• Clustering Keywords: We grouped keywords based on user intent and their natural alignment with the site structure, creating a well-rounded keyword strategy for every section.

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Content Mapping and Development

We used the results of our research to create a detailed content map for Medical Services, ensuring each page was optimized for search engines and provided value to users:

• Content Structure: Based on our semantic core, we designed content for each product category (e.g., Massage Tools, Medical Instruments), ensuring keyword optimization throughout.
• Product Descriptions: Each product, such as massage rollers and acupressure mats, received scientifically accurate, engaging descriptions to enhance SEO and provide real value to potential buyers.
• Blog Articles: We created blog content around topics such as “Choosing the Right Massager” and “Benefits of Aromatherapy in Massage,” incorporating long-tail keywords to capture traffic at various stages of the buying journey.
• Press Center and News: Regular updates in the form of news articles, promotions, and new product arrivals helped keep the content fresh and relevant, aiding both user engagement and SEO rankings.

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General model of information flows for the site

Development of SEO-Friendly Sections

In addition to optimizing content, we developed specific site sections designed to maximize SEO visibility:

• Corporate Section: Offering detailed insights into the company’s values, expertise, and history, targeting branded keywords like “Medical Services massage products.”
• Client Section: Focused on providing helpful resources like FAQs and usage guides to enhance customer satisfaction and improve dwell time — an important SEO metric.
• Product Catalog: We organized the product catalog with category-specific SEO in mind, ensuring every product (e.g., massage tools, acupressure mats) was optimized with H1 and H2 headings, rich descriptions, and properly tagged images.
• Massage Services Section: For local SEO purposes, we developed a section dedicated to the massage services provided by certified specialists, targeting local searches such as “massage services near me” or “certified massage therapists.”
• New Arrivals and Promotions: We created a dedicated section for new products and exclusive deals, optimized for time-sensitive keywords such as “discounted medical instruments” or “new massagers in stock.”

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Search Engine Optimization and Promotion

Comprehensive SEO optimization was executed across all pages, including meta tags, internal linking, and content enrichment. Our team ensured that the site followed technical SEO best practices, improving mobile-friendliness and site speed. We also conducted an extensive backlink campaign to strengthen domain authority and ensure long-term organic growth.

Press Center, News, and Product Updates

To maintain relevance and foster customer engagement, we set up a Press Center and a News Section to post the latest industry updates, new product launches, and promotional offers. This strategy increased the site’s authority and provided fresh, SEO-optimized content regularly.

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Technologies Used:

• Drupal (CMS)
• CSS, HTML (Front-end)
• PHP, MySQL (Back-end)

Conclusion

Our comprehensive SEO strategy for Medical Services covered every aspect, from technical audits and keyword research to content mapping and the creation of specific sections optimized for search engines. By integrating SEO with a thoughtful approach to content and UX, we helped Medical Services improve their rankings, increase traffic, and drive higher conversion rates. This project demonstrates the impact of a well-rounded SEO strategy for an online store, ensuring that both search engines and users are served effectively.