Organic traffic + 59%. 95 keywords ranked Top 20. 508 backlinks. Zero paid spend.
Home Healthcare Online is an Australian ecommerce supplier of medical healthcare products for home and personal use — infection control masks, CPAP accessories, airway clearance, asthma and pollen relief. Strong product catalogue, good brand — but the business was burning budget on paid traffic because organic wasn't ranking. The asthma, hay fever and infection-control categories are brutally competitive.
Every month of SEO traction meant less reliance on paid search. By Feb 2023, we'd switched paid off entirely — and traffic kept climbing.
Home Healthcare Online sells medical supplies direct to consumers — masks, CPAP, nebulisers, airway clearance (Hill-Rom, Somnibel, AirPhysio), asthma and allergy care. Seasonal peak demand around pollen + flu.
Competing ecommerce in healthcare means fighting chemist chains, big pharma sites and D2C startups for every click. Their organic footprint was small (65 ranked keywords, 0 in Top 3), so budget was flowing to Google Ads to keep the store alive.
Full SEO build — target brand + product keywords (Hill-Rom, Somnibel, AirPhysio), publish monthly blogs on pollen/asthma/infection-control, optimise category landing pages (Infection Control AU, Valved Masks AU, Asthma Care), plus off-page (outreach, foundation links, sponsored). Meta creative carrying seasonal health campaigns.
Creative tied to the seasonal symptom the customer was already googling — hay fever, asthma flare-ups, spring pollen. Ads that met them where they were.
Multiple creative angles tested across Facebook and Instagram — "Your shield this coming pollen season," "Asthma Protection," "Don't Panic · Be Proactive," "Climate crisis to triple pollen levels." Each creative paired with a category landing page built to convert that specific symptom.
Stopped fighting chemist chains for "masks Australia." Instead targeted Hill-Rom, Somnibel, AirPhysio brand/product keywords — lower volume, higher intent, buyer-ready.
Selected target keywords where HHO had a real shot — brand queries like "suresense pulse oximeter", "airphysio australia", "hill-rom vest", "somnibel pro". Built product-page content answering buyer-stage queries. Bought intent, not volume.
Five optimised category landing pages — Infection Control AU, Unvalved Masks AU, Valved Masks AU, Filter Inserts AU, Asthma Care AU. Plus monthly blogs covering thunderstorm asthma, heat + breathing, seasonal asthma triggers, affordable CPAP alternatives. Each published with interlinking back to product pages.
Three-pronged off-page. Outreach: blog collaborations on aligned health sites (sample: watzaoweb.com, ambiography.com). Foundation: 30 directory citations/month on local AU directories. Sponsored: paid editorial on dailydreamdecor.com, zaratechs.com for home air purifier + allergy-proofing content.
Kept the crawl path clean as content shipped. Indexed pages grew steadily from ~115 to 144 over the September–December window. Every new product page, blog and LP got picked up without delays.
216 organic visits in April 2022 → 345 organic visits in February 2023. Paid traffic switched off by Feb 2023 — and the store kept shipping.
"If paid search is keeping your ecommerce alive, SEO's job is to make paid optional."
Most health ecommerce SEO chases broad category terms and loses to chemist chains. We went the other way — brand queries, product-name long tail, seasonal health content. Nine months later, the paid tap was off and organic was carrying the store. That's what SEO is actually for.
30-minute audit + strategy call. You'll leave with a custom roadmap — whether we work together or not. No pitch deck, no pressure.
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