UP! How we took over first positions on the Google search results page for bone anchored hearing aid Baha
UP!How we took over first positions on the Google search results page for bone anchored hearing aid Baha
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.
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.
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
The evolution of the first screen
Baha-page 1.0The 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
The evolution of the first screen
Baha-page 1.0The 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
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 1.0The 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
Photos
Baha-page 1.0What Baha does for recipients. Photos from Cochlear photobank. The headline is “Everything you love become easier with Baha”.
Baha-page 2.0The 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.
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
Call-to-action
Baha-page 1.0The 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.
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 bloggets the 2nd position
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
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