Weldricks

Operating in a competitive healthcare market, our client needed to improve its visibility for both product-led searches and broader informational queries, helping users discover relevant treatments and trustworthy advice at different stages of their search journey.

With AI-powered search experiences becoming increasingly prominent, we also wanted to ensure the brand was well positioned to appear in AI-generated answers and recommendations, as well as traditional Google search results.

On-site, we worked to ensure the client’s content was well structured for UX, relevant and accessible to search engine crawlers, whilst making it easy for AI systems to read, understand and recommend our useful information.

This meant refining existing pages, addressing cannibalisation between existing pages, improving internal linking and creating new content around relevant gaps in the hayfever topic.

Off-site, we focused on strengthening the brand’s authority through digital PR. By securing relevant coverage, expert quote attribution, backlinks and brand mentions across high-authority publications, we aimed to build trust signals while increasing awareness of the brand.

Together, these activities created a joined-up strategy designed to improve traditional organic performance and strengthen the brand’s visibility across emerging AI search experiences.

1. Strengthened our healthcare expertise and trust signals

We created an author bio page for our client’s healthcare expert – which established a clear, credible source of expertise for the site’s health-related content.

Having an expert bio supported our approach to Google’s experience, expertise, authoritativeness and trustworthiness (E-E-A-T) principles, whilst also giving us a recognised expert who could act as a spokesperson for our digital PR campaigns. This consistent expert voice helped us secure coverage in the press, due to being a trusted voice for quote attribution.

2. Optimised existing hayfever pages

We reviewed and optimised pages across the client’s existing hayfever content, improving on-page content and internal linking to help search engines understand the relevance and relationship between key pages.

This included product pages, brands specialising in hayfever treatments and relevant product collection pages. We also strengthened internal linking through prominent navigation where appropriate, helping users and crawlers discover priority content more easily.

Alongside these improvements, we consolidated pages that were competing for similar search terms, reducing keyword cannibalisation and creating a clearer structure for the site’s hayfever content.

3. Filled content gaps with targeted, helpful resources

To expand the client’s topical authority in the hayfever focus area, we identified gaps in its existing content and developed new resources around specific hayfever-related questions and audiences.

New content covered topics such as:

• Hayfever in babies and children, including FAQs to help parents navigate allergy-related concerns

• Hayfever during pregnancy

• Hayfever in pets

These resources were built around the main hayfever pillar pages, creating a connected content structure that was easy for humans and crawlers to understand.

By answering more specific questions with useful, clearly structured information, we aimed to strengthen the client’s topical relevance while helping users find answers to their individual concerns.

4. Built topical authority through informative content

We developed supporting informational blog content to expand coverage of the hayfever topic, incorporating bespoke graphics – like pollen timing charts – to make the information more engaging and accessible. 

Timing was an important consideration for us too. For example, we produced a winter-focused hayfever article during the summer, giving search engines time to discover and index the content ahead of the relevant seasonal demand. By the time the cooler months came around, we were already ranking position 1 organically, and cited in the AI overview.

We also created comparison content around well-known treatments, including the differences between Piriton and Piriteze. These pages addressed practical questions users may have when comparing products, as well as CTAs to convert, as our client sold both of these hayfever remedies.

This combination of evergreen advice, seasonal planning and product comparisons helped us build a broader content resource around hayfever.

5. Addressed technical and on-page SEO housekeeping

Alongside the wider content strategy for our client, we tackled foundational SEO issues to ensure priority pages were well maintained and easier for search engines to crawl and interpret.

This included reviewing and correcting missing, duplicate, excessively long or short metadata, as well as addressing broken backlinks from priority websites.

Although these tasks were less visible than new content or digital PR coverage, they helped support the wider campaign by improving the quality and consistency of the site’s SEO foundations.

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6. Built authority through digital PR 

Digital PR was a major part of the campaign, particularly as AI-powered search experiences and AI Overviews were becoming increasingly prominent during the timeframe – and links / brand mentions have such a weight when it comes to this.

We used a combination of reactive PR, expert commentary and data-led stories to secure relevant media coverage, strengthen the client’s authority and generate wider brand awareness.

This activity helped us earn backlinks and brand mentions from established publications, including the Express, the Daily Mirror and Wales Online. We achieved 13 pieces of coverage in the two months of the campaign, from an average DA 87, and a highest DA of 94.

Some press coverage included:

• Express – Hay fever symptoms in babies and what parents should know

• Express – Why hay fever gets worse when it rains 

• The Mirror – A warning about dangerous hayfever advice on TikTok

• WalesOnline – Health warning for people travelling to Spain

• The Mirror – Experts share the truth about local honey

Beyond the value of individual backlinks and brand awareness, this coverage helped build the brand’s wider off-site footprint around relevant healthcare topics.

Our aim was to strengthen the signals that could support organic search performance while increasing the likelihood of the brand and its expertise being surfaced in AI-generated answers.

Increased visibility in traditional search

• We achieved 7.7%* growth in mobile visibility (SEOmonitor data) across the hayfever focus area, with mobile being the client’s primary acquisition device.

• Competitor analysis also showed the brand outperforming larger, established names in the same space, including Boots and LloydsPharmacy, for a number of relevant searches.

• During the campaign, impressions and clicks increased for several priority search terms, including hayfever, Piriton, Piriteze and antihistamine (Google Search Console data).

Stronger visibility across AI search experiences

The campaign also helped establish the brand’s presence across AI-powered searches, and achieved a 16.1%* share of voice (Seomonitor data) against the tracked competitors.

The brand appeared for priority product-related topics, including Piriton — a product associated with more than 40,000 monthly searches — and nasal sprays, alongside broader informational queries about hayfever, symptoms and remedies.

These included topics such as hayfever-related fatigue and which hayfever medications may be suitable during pregnancy.

A joined-up approach to organic and AI visibility

By combining on-site optimisation, targeted content and digital PR, we built a comprehensive approach to the client’s search presence for hayfever.

The campaign not only strengthened the foundations of its existing hayfever content, but it amplified the reach and added to the evergreen presence for the brand in this space.

The result was a much stronger position in a competitive search landscape, with measurable gains in mobile organic visibility and a growing presence across AI-powered search experiences – which we know is becoming increasingly important. 

If you want some AI ranking tips to increase your brand’s dominance in overviews and chat assistants, you can check out our expert guide. Or, if you think you could benefit from a friendly chat with us about your ecommerce SEO strategy, get in touch!