This case study explores how a health e-commerce business in India improved its organic visibility by leveraging semantic content strategy and technical SEO optimisation. Specialising in FSSAI-approved supplements, nutraceuticals, fitness accessories, and wellness gear, the brand aimed to attract urban millennials from cities like Delhi, Mumbai, Bangalore, and Pune.
Market Background
India’s digital transformation in the wellness sector has opened the door for newer entrants. Consumers are increasingly shifting to online preventive healthcare solutions for convenience, variety, and trust in local brands. However, with competition from HealthKart, 1mg, and Netmeds, this brand had to prioritise SEO as a growth funnel.
Challenges
Initial hurdles included:
- Weak performance for transactional keywords like “uy protein supplements in India” or “lant-based Ayurvedic solutions.”
- Suboptimal technical setup—high CLS and LCP scores on mobile.
- Lack of authority signals like Ayurvedic certification, expert product descriptions, and trust signals.
- Insufficient targeting of local search intent and city-level health trends.
Strategic for Health Niche SEO Case Study Example
Technical SEO
Improved Core Web Vitals (LCP from 3.4s → 1.8s), reduced redirect chains, and implemented semantic schema markup.
Ensured better mobile-first performance using Google’s guidelines.
Content & Entity Optimisation
Rewrote category pages with NLP-based optimisation targeting clusters like “mmunity boosters, “”eight loss remedies,” and “plant-based diets.”
Created blog hubs targeting city-specific health concerns: “Est Ayurvedic Products in Bangalore.”
Backlinks & Local SEO
Acquired niche edit links
Built localised pages with geo-modified terms and structured data (e.g.,” op Herbal Immunity Syrups in Jaipur”).
Behavioral & E-A-T Signals
Reduced bounce rate by 21% via UX updates.
Added author bios, expert medical reviews, and FSSAI mentions for enhanced E-E-A-T compliance.
Monitoring & Adjustments
Ongoing query-level tracking in Google Search Console helped identify seasonal dips and opportunities.
Performance Summary
| Metric | Previous | Current | Change |
|---|---|---|---|
| Clicks | 1,520 | 2,290 | 🔼 +50.6% |
| Impressions | 97.6K | 167K | 🔼 +71.1% |
| Avg. CTR | 1.6% | 1.4% | 🔽 -12.5% |
| Avg. Position | 19.5 | 19.2 | ↔ Slightly Improved |
Recommendations for Future Scale
- Launch voice search-optimized content for terms like “best supplement for fatigue”.
- Expand city-focused hubs: “Natural Remedies in Hyderabad“, “Immunity Capsules in Ahmedabad“.
- Leverage product-level personalization using AI-based suggestions.
- Target Ayurvedic health search behavior trends using Google Trends + People Also Ask data.
This SEO-led transformation positioned the brand for long-term search dominance in the growing health and wellness e-commerce industry in India. Through a balance of technical hygiene, semantic enrichment, and consumer behavioral insights, the brand is now on a clear trajectory toward 10K+ organic monthly sessions.