Summary

Marlabs partnered with a major pharmaceutical company to strengthen organic search performance through a collaborative, data-driven SEO program spanning 2022 to 2025. The client needed to improve site health, increase organic traffic, and generate measurable revenue impact while maintaining consistent visibility into performance. Marlabs delivered a comprehensive SEO strategy combining technical optimization, content improvements, and advanced reporting. The engagement resulted in sustained year-over-year organic growth, improved core web vitals, stronger site health scores, and a significant increase in revenue attributed to organic channels.

Challenge

The client faced technical SEO issues that impacted indexing, performance, and organic visibility across key pages. Technical debt, poor core web vitals, and inconsistent metadata limited search performance and visibility across the site. Limited insight into SEO performance made it difficult to prioritize fixes and measure business impact, leaving the organization without a clear path to improvement.

The client's objective was to improve organic traffic, site health, and revenue contribution through a structured SEO program. Achieving this would require addressing deeply rooted technical issues while simultaneously optimizing content and building better reporting infrastructure. The expected outcome was sustained organic growth, improved site health metrics, and measurable revenue gains tied directly to search performance.

Solution

Phase 1: SEO assessment and planning

Marlabs began by conducting a thorough analysis of the client's site health, indexing issues, and performance gaps to define a prioritized SEO roadmap. The team worked through three core workstreams: SEO audit and gap analysis, technical issue prioritization, and growth target definition. This foundational phase ensured that subsequent efforts were guided by data and focused on the areas most likely to drive meaningful organic improvement.

Phase 2: Technical SEO and performance optimization

With a clear roadmap in place, the team executed more than 2,000 technical fixes to improve site speed, indexing, and core web vitals. Workstreams in this phase covered indexing issue resolution, image and CSS and JS optimization, and core web vitals improvements. The scale and precision of this remediation effort addressed years of accumulated technical debt and established a significantly healthier site foundation.

Phase 3: Content and metadata optimization

Building on the improved technical foundation, Marlabs optimized key blogs, product pages, and service pages to improve relevance and organic visibility. The team's workstreams included metadata optimization, URL structure improvements, and content performance tuning. These enhancements ensured that the site's most valuable pages were positioned to rank effectively and attract qualified organic traffic.

Phase 4: Reporting and insight enablement

To close the loop on performance visibility, Marlabs delivered enhanced SEO insights through automated dashboards and recurring performance communications. The team built out Looker Studio dashboards, bi-weekly SEO reports, and performance newsletters to keep stakeholders consistently informed. This reporting infrastructure gave the client clear, actionable visibility into progress and empowered ongoing decision-making throughout the engagement.

Results

The SEO engagement delivered consistent improvements in organic visibility, site health, and revenue contribution. Marlabs' collaborative approach enabled measurable performance gains while providing clear, actionable insights to stakeholders across the organization.

Impact

The multi-year engagement produced measurable gains across traffic, site health, content performance, and revenue:

• Year-over-year organic traffic growth: Organic traffic increased by up to 15% year over year across the engagement period.
• Improved site health scores: SEMrush site health improved by over 17% through targeted technical remediation.
• Core web vitals performance gains: Poor and needs-improvement pages were reduced by approximately 5%.
• Revenue growth from organic channels: Total revenue increased by more than 33% year over year, supported by organic traffic growth.
• Higher blog traffic performance: Blog content experienced an 11% increase in organic traffic.
• Stronger search visibility: Organic clicks increased by 7% through ongoing optimization efforts.