SEO Case Study: How an Online Pharmacy Increased Prescription Orders by 275%
In May 2025, an online pharmacy in New Brunswick partnered with Goforaeo because prescription orders from the website were stuck. They had licensed pharmacists, fair pricing, and delivery options, but they were not being found for high intent searches. Over the next 6 months, SEO helped them earn trust in search and turn more visits into paid prescription orders.
This case study shares the exact timeframe, location, tools, monthly work, and clear before vs after proof. Everything is written in simple words, with short paragraphs and bullets only where they make the details clearer.
Business snapshot: New Brunswick, Canada
This was an online pharmacy serving customers across New Brunswick, including areas around Moncton, Fredericton, and Saint John. They handled prescription refills, prescription transfers, and new prescriptions sent from clinics. They also sold common pharmacy items like vitamins and personal care products.
Because this is healthcare, trust matters more than almost any other niche. The website had to be clear, safe, and transparent, or people would not place an order even if the site ranked.
What we counted as a prescription order
To keep the numbers genuine, we counted only real paid orders placed for prescriptions. We also tracked lead steps that usually happen before an order, because that showed where people were dropping off.
Counted as prescription orders:
- Paid prescription orders completed online
- Refill orders submitted and confirmed
- Prescription transfer requests that became paid orders
Tracked supporting actions:
- Calls from organic search and local listings
- Clicks on “Start refill” and “Transfer prescription”
- Chat requests that later converted to orders
Filtered out:
- Spam form submissions
- Vendor and job inquiries
- Duplicate test orders from staff
Starting point: May 2025 before SEO work
Before SEO, the site had pages, but they were not organized around how people search for pharmacy help. Many pages were too thin, and important trust pages were hard to find. Some medication related pages also lacked clear disclaimers and pharmacist credibility signals, which can limit rankings.
They also had tracking gaps. They could see traffic, but they could not confidently connect traffic to prescription orders, which slowed down decisions.
Baseline metrics for May 2025:
- Location: New Brunswick, Canada
- Organic sessions: 2,200
- Prescription orders from SEO sources: 80
- Refill and transfer form starts: 140
- Google Business Profile actions: 260
- Top 3 keywords for high intent pharmacy terms: 8
Results: October 2025 after SEO work
By October 2025, the pharmacy was showing up more often for searches that bring ready to order customers. The site also looked more trustworthy, so more visitors completed refills and transfers instead of leaving to “think later.”
Results for October 2025:
- Organic sessions: 6,050
- Prescription orders from SEO sources: 300
- Refill and transfer form starts: 510
- Google Business Profile actions: 820
- Top 3 keywords: 26
Before vs after proof:
- Prescription orders: 80 in May 2025 to 300 in October 2025
- Growth: 275% increase in prescription orders
Where the proof came from: tracking and reporting sources
We used tracking sources that a business owner can verify. This avoided guesswork and made monthly improvements easy to explain.
Proof sources used:
- Google Analytics 4: organic sessions, conversions, funnel steps
- Google Search Console: clicks, impressions, queries, indexing
- Google Business Profile Insights: calls, website clicks, direction requests
- Tag Manager: clean tracking for refill starts and checkout steps
- Looker Studio: monthly dashboard for quick reporting
- Order system export: monthly order counts for SEO tagged sources
Tools used: execution and improvement tools
We kept the tool stack practical. The goal was to find problems fast, publish useful pages, and track what moved orders.
SEO and audit tools:
- Screaming Frog: crawl, broken links, duplicate metadata, redirect issues
- Ahrefs and Semrush: competitor research, keyword mapping, content gaps
- PageSpeed Insights and Lighthouse: mobile speed and usability fixes
- Schema testing tools: validation for Organization, FAQ, and service markup
Content and trust tools:
- SurferSEO or similar: light checks for topic coverage on key pages
- Grammarly or similar: clarity checks for important policy pages
- Image compression tools: speed improvements without breaking design
What we found in the first 2 weeks: why orders were stuck
This was not a demand problem. People in New Brunswick were searching for refills, prescription transfers, and delivery pharmacy options. The site simply was not earning enough visibility and trust to win clicks and conversions.
Key issues found:
- Refill and transfer pages were not strong enough and were hard to find
- Service pages did not clearly describe New Brunswick coverage and process
- Trust pages were missing details people look for in healthcare
- Internal linking was weak, so important pages were not supported
- Mobile speed was slow on checkout related pages
- Tracking did not clearly separate orders by channel
Strategy overview: what we did and why it worked
We focused on three things at the same time: relevance, trust, and conversion. Healthcare SEO usually fails when one of these is missing. We made sure the site matched how people search, looked safe, and made ordering simple.
The campaign was built in clear phases:
- Fix foundation and tracking so every change can be measured
- Build strong service pages for refills, transfers, and delivery
- Improve trust signals for healthcare style content
- Strengthen local visibility across New Brunswick
- Improve conversion steps so more visits become paid orders
Phase 1: foundation and tracking fixes
We started with clean measurement and site structure. Once we could see the exact path from search to order, we could improve the right pages instead of guessing.
Work completed early:
- GA4 conversion tracking for refill starts, transfer starts, and checkout completes
- Cleaned Tag Manager events so they fired correctly on mobile
- Fixed crawl errors, broken links, and duplicate titles
- Improved navigation so refill and transfer pages were always easy to reach
- Added basic organization and pharmacy business schema
Phase 2: rebuild the pages that drive orders
For an online pharmacy, the “money pages” are not blog posts. The money pages are the refill page, the transfer page, delivery details, and clear service area content. We rebuilt these pages with simple language and clear steps.
Core pages improved or created:
- Refill prescription online: step by step process
- Transfer prescription: what info is needed and how long it takes
- Prescription delivery in New Brunswick: coverage and timelines
- FAQ hub: payment, insurance, privacy, and pharmacist support
- Contact and support pages: phone, chat, and escalation options
Content additions that improved clarity:
- “What happens after you submit” sections
- “Common questions” blocks based on real customer chats
- Clear disclaimers and safety notes without sounding scary
Phase 3: trust upgrades for healthcare style SEO
This was a big turning point. Search engines and users both expect stronger proof in health related topics. We improved credibility across the site so it felt real and responsible.
Trust work completed:
- Added pharmacist bio page with licensing context and role clarity
- Added clear privacy policy and data handling explanation
- Improved about page with business address, support hours, and process
- Added review prompts and highlighted real service feedback
- Strengthened author and reviewer notes on informational content
Phase 4: local SEO across New Brunswick
Even though the service was online, local intent still mattered. People search things like pharmacy delivery near me and online pharmacy New Brunswick. We built local relevance carefully, without keyword stuffing.
Local improvements:
- Google Business Profile updated with services and accurate categories
- New photos and updates added regularly to show activity
- Service area wording improved to include New Brunswick coverage naturally
- Local citations checked for consistent name, address, phone
- A few safe local mentions earned through partnerships and community listings
Phase 5: conversion improvements that lifted order completion
More rankings helped, but conversions made the biggest revenue difference. We removed small friction points that were stopping people from completing refills and transfers.
Conversion changes made:
- Reduced refill form fields to the minimum required
- Added progress steps so users knew how long it takes
- Added trust blocks near checkout: privacy, pharmacist support, and contact
- Improved mobile speed on refill and checkout pages
- Added clear “Need help now” options: click to call and chat
Monthly progress: actions and results (May 2025 to October 2025)
May 2025: setup and baseline month
We set up tracking, reviewed Search Console, and crawled the site to find technical issues. We also mapped keywords to the right pages so refill and transfer searches had clear targets.
May 2025 results:
- Organic sessions: 2,200
- Prescription orders: 80
- Refill and transfer starts: 140
- GBP actions: 260
- Top 3 keywords: 8
Work completed:
- Tracking setup completed
- Full site audit completed
- Keyword map completed
June 2025: technical cleanup and navigation fixes
We fixed crawl problems and improved internal linking so important pages were supported. Refill and transfer pages were made easier to access from the homepage and top menu.
June 2025 results:
- Organic sessions: 2,650
- Prescription orders: 105
- Refill and transfer starts: 185
- GBP actions: 310
- Top 3 keywords: 10
Work completed:
- Broken links fixed and redirects cleaned
- Menu and internal linking improved
- Core metadata updated on top pages
July 2025: rebuild refill and transfer pages for clarity
We rewrote the refill and transfer pages with clear steps, FAQs, and stronger calls to action. We also improved mobile layout so forms were easier to complete.
July 2025 results:
- Organic sessions: 3,250
- Prescription orders: 140
- Refill and transfer starts: 240
- GBP actions: 420
- Top 3 keywords: 14
Work completed:
- 2 core order pages rebuilt
- 2 FAQ blocks added using real customer questions
- Form usability improved on mobile
August 2025: trust upgrades and healthcare credibility signals
We added pharmacist credibility elements and improved policy pages. We also strengthened internal linking so trust pages supported conversion pages instead of sitting alone.
August 2025 results:
- Organic sessions: 4,150
- Prescription orders: 190
- Refill and transfer starts: 320
- GBP actions: 560
- Top 3 keywords: 18
Work completed:
- Pharmacist bio and support info added
- Privacy and service detail pages improved
- Trust blocks added near key conversion areas
September 2025: local visibility and conversion refinements
We improved Google Business Profile activity, added fresh photos, and refined service wording for New Brunswick coverage. We also reduced checkout friction and improved speed on high traffic pages.
September 2025 results:
- Organic sessions: 5,200
- Prescription orders: 245
- Refill and transfer starts: 420
- GBP actions: 700
- Top 3 keywords: 22
Work completed:
- 4 GBP updates posted and 20 photos added
- Page speed improvements on top conversion pages
- Checkout support and help options made clearer
October 2025: scale what worked and stabilize rankings
We expanded supporting pages that answered common questions and kept internal links focused on order pages. We also continued steady local activity and trust signals so growth stayed stable.
October 2025 results:
- Organic sessions: 6,050
- Prescription orders: 300
- Refill and transfer starts: 510
- GBP actions: 820
- Top 3 keywords: 26
Before vs after proof:
- Prescription orders: 80 in May 2025 to 300 in October 2025
- Growth: 275% increase in prescription orders
Work completed:
- 6 supporting FAQ pages added or expanded
- 18 internal links added to strengthen conversion pages
- GBP activity continued with posts, photos, and review prompts
Why this worked: simple reasons behind the 275% lift
This worked because the pharmacy started matching real search intent and reduced trust doubts. People landed on pages that clearly explained refills, transfers, delivery, and support. Search engines also saw stronger credibility signals, which is critical in health related topics.
The conversion work mattered just as much. When the refill and checkout process became simpler and faster on mobile, more visitors completed orders instead of dropping off halfway.
Key takeaways other online pharmacies can use
If you want similar results, start with clean tracking and strong refill and transfer pages. Build trust with clear pharmacist and policy details, and keep ordering steps simple. Keep local signals consistent, even if the business is online, because people still search by location.
Most importantly: focus on pages that directly create orders, then support them with helpful FAQs and strong internal linking. That is where steady month over month growth usually comes from.