How MyCPAP Australia increased organic traffic and online revenue by 280% in just two years

Poor organic rankings on key search terms in a competitive marketplace were impacting online revenue.

With the industry growing and competition increasing in both organic search and Google Ads, it had become more challenging for MyCPAP Australia to reach sleep disorder sufferers with their products and services consistently, at a profitable return on ad spend.

Their previous SEO strategy with another provider had been very basic and wasn’t producing the organic results the business needed. As a result, MyCPAP Australia’s organic visibility and online revenue were decreasing. Christian discussed this with our team, and we agreed a more sophisticated SEO strategy was needed — one that would generate high-quality leads and increase online revenue.

A sophisticated on- and off-page strategy focused on improving visibility for high-volume search terms with a strong ROAS.

We developed the strategy in just four weeks, and it went live in July 2020. It was built on four foundations:

• A full technical and content audit of the website
• In-depth keyword research and analysis
• Analysis of competitors’ organic search strategies
• Recommendations to help the website turn more visitors into customers

To improve rankings and maximise return, we focused on the keywords that had historically generated a strong ROAS through MyCPAP’s Google Ads and Shopping campaigns, as well as key product phrases where the site had limited or no visibility.

First, we optimised the back end of the website so Google could crawl and index it properly. Then, every month, we worked on both on- and off-page activity:

• Writing and posting highly relevant content on their on-site blog, off-site blogs and industry directories
• Writing and posting highly relevant social media content
• Extensive link building to highly relevant websites with high domain authority
• Ongoing on-site technical optimisation

MyCPAP Australia is a rapidly expanding sleep disorder specialist, owned and operated by sleep experts. The business works only with accredited outlets throughout the country, believes education and follow-up are key to good patient outcomes, and has built a national network so customers can access competitive pricing without travelling long distances.