Search engine optimization for bone anchored hearing aid

1. UP!
How we took over first positions
on the Google search results page
for bone anchored hearing aid Baha

2. 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.

3. 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.

4. 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

5. The evolution of the first screen
Baha-page 1.0
The 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

6. The evolution of the first screen
Baha-page 1.0
The 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

7. 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 1.0
The 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

8. Feedback from recipients
We gathered feedback and placed it onto the page

9. Photos
Baha-page 1.0
What Baha does for recipients. Photos from Cochlear
photobank. The headline is “Everything you love become
easier with Baha”.
Baha-page 2.0
The 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.

10. 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

11. Call-to-action
Baha-page 1.0
The 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.

12. The result

13. 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 blog
gets the 2nd position

14. 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

15. 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

16. How we feel about it

17. To be continued…
Nadia Pominova,
digital marketing specialist at Euromax