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UP! How we make Google loves our awesome product

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Search engine optimization for bone anchored hearing aid

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UP! How we make Google loves our awesome product

  1. 1. UP! How we took over first positions 
 on the Google search results page 
 for bone anchored hearing aid Baha
  2. 2. Baha is … A hi-tech bone anchored hearing aid which is suited for people with conductive hearing loss and unilateral hearing loss. Baha is also a good solution for those, who can’t wear “in the ear” or “behind the ear” hearing aid because of rare malformations such as microtia, Treacher Collins syndrome, Goldenhar syndrome.
  3. 3. We made a landing page 
 and then renewed it twice to get it indexed better by Google. We only made analytics- based decisions about what to change 
 on the page.
  4. 4. There were three version of the landing page following one another 2nd version 
 of Baha-page 1st version 
 of Baha-page let’s take 
 a closer look 3d version 
 of Baha-page
  5. 5. The evolution of the first screen Baha-page 1.0 The video with the button “Turn Baha on”. After pushing the button the waveform and the sounds of nature appeared. The headline is “world is full of sounds. Baha will help you hear all of them” What we found out. Video slowed down the page, nobody pushed the button
  6. 6. The evolution of the first screen Baha-page 1.0 The video with the button “Turn Baha on”. After pushing the button the waveform and the sounds of nature appeared. The headline is “world is full of sounds. Baha will help you hear all of them” What we found out. Video slowed down the page, nobody pushed the button Baha-page 2.0 Just a beautiful background with the same headline What we found out. We have to be straightforward 
 and tell people that they could buy Baha from us
  7. 7. The evolution of the first screen Baha-page 3.0 A user sees Baha from the very first screen. Headline is “Baha is the bone conduction hearing aid” Baha-page 1.0 The video with the button “Turn Baha on”. After pushing the button the waveform and the sounds of nature appeared. The headline is “world is full of sounds. Baha will help you hear all of them” What we found out. Video slowed down the page, nobody pushed the button Baha-page 2.0 Just a beautiful background with the same headline What we found out. We have to be straightforward 
 and tell people that they could buy Baha from us
  8. 8. Feedback from recipients We gathered feedback and placed it onto the page
  9. 9. Photos Baha-page 1.0 What Baha does for recipients. Photos from Cochlear photobank. The headline is “Everything you love become easier with Baha”. Baha-page 2.0 The photos of Russian recipients. We set few photoshoots for them to get the photos. Now users spend more time looking at this part of the page.
  10. 10. About the ways to wear Baha Baha-page 1.0 Baha-page 2.0 and 3.0 More content + more keywords = 
 more visitors from search engines
  11. 11. Call-to-action Baha-page 1.0 The main action we expected from users to do is to download the pdf with FAQ about Baha. But nobody seemed to be interested in. Baha-page 2.0 The form to request a consultation instead 
 of downloading the PDF. FAQ moved from the PDF onto the page to have more content and keywords crawled by search engines. We placed one more form in the 3d version 
 of the Baha-page in the upper part of the page. 
 It was a good decision because, as analytics shows, users prefer to fill the upper one.
  12. 12. The result
  13. 13. We’ve got first positions incognito mode is on 
 to prevent Google from adjusting results to my search story search query is
 “bone anchored hearing aid” The 1st position 
 is Baha page The page 
 with all the stories 
 about Baha on our blog
 gets the 2nd position
  14. 14. Google analytics says the same 4.6 is an average position. This means that we have the first position for some keywords and the seventh position for the others. But mostly we are on the first Google search results page
  15. 15. What the Baha page ranks for Google doesn’t reveal 50% of search queries bone anchored hearing aid baha baha price baha buy bone anchored implants and middle ear implants baha bone anchored hearing aid bone anchored hearing aid buy It’s important to have good search positions for these keywords. They are pretty general, so taking good positions over (the right column) we draw 
 users from competitive solutions
  16. 16. How we feel about it
  17. 17. To be continued… Nadia Pominova, 
 digital marketing specialist at Euromax

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