Pharmacological research institute: organic traffic multiplied by ten

A non-profit pharmacological research institute in Northern Italy, with several hundred people between researchers and staff. The site tells the story of the research, publishes scientific news and educational pages on health and medicines. It is a client we have worked with for many years.

The content was there and it was authoritative, but many pages were written for colleagues, not for people searching Google for a medicine, a disease or a therapy. The goal was traffic: bringing readers to the educational pages and making the institute's work known to a wider audience.

Eugenio defined the strategy and followed it personally; we carried out the implementation together with the team of professionals who work with him.

• Strategy: we mapped what people search for on health and medicines and linked it to the areas where the institute has real expertise, to decide which pages to strengthen and which to write.
• Content: together with the institute's editorial team we reorganized the educational pages by topic, with titles and answers that follow real questions and the rigor of the research.
• Technical SEO: site structure, internal links between news and in-depth pages, ongoing monitoring of indexing and performance.
• Google Ads in support of the most important pages and initiatives, with conversions measured.

The first results came after a few months. From there growth came in steps: a jump every few months, as a group of pages consolidated, and each jump became the base for the next.

Over the years, monthly organic clicks measured in Search Console grew by about ten times compared with the starting point.

Clicks, impressions and positions from Google Search Console; visits and on-page behavior from Google Analytics 4; campaigns from Google Ads.

Clients remain anonymous and numbers are rounded to orders of magnitude: we tell you how it went, not the exact figures of those who trusted us.