Evaluate

Positive Highlights

Organic Search

• On-page SEO improvements led to first-page keyword rankings, notably for “Pharma Consulting” and “Bio Pharma Stocks”
• Over 98% of identified website errors were corrected, boosting site health from 61% in January to 81% in November
• Multiple SEO-focused content pages were launched, each showing consistent upward trends in impressions and clicks (e.g. pharma-data, global-pharmaceutical-data, and sales-forecasting pages)
• Organic conversions grew, particularly through optimised contact forms and improved session quality

Paid Search

• Lead volume from paid channels surged by 98% while maintaining a relatively stable cost-per-lead.
• Significant growth in conversion performance was observed in the US and Saudi Arabia, with Saudi conversions growing by over 160% year-on-year
• Strategic reallocation from brand to product-specific campaigns improved conversion rates by 33% and reduced CPCs by 41%

Social Media

• Paid social lead volume reached 2,417, supported by a 1375% increase in lead form completion rates and a 99% drop in CPL
• LinkedIn native lead forms emerged as the top-performing format.
• Retargeting and report-based campaigns (e.g., Orphan Drugs, Pharma Drivers, Biopharma Report) delivered excellent results with reduced costs

Problem / Challenges

Evaluate faced several technical and strategic challenges throughout the year:

• Cookie Policy Impact: Privacy-related website updates temporarily disrupted analytics tracking and visibility across digital channels, notably from April to August
• Vantage Content Removal: The planned deprecation of Vantage content required a recalibration of SEO and internal linking strategies, threatening traffic stability
• SEO Technical Debt: Site audits early in the year revealed major issues including duplicate content, broken hreflang tags, and missing metadata, all negatively impacting organic visibility
• Paid Campaign Budget Constraints: In prior years, budget limitations restricted Evaluate’s ability to scale PPC in key markets like the US, limiting lead acquisition potential
• High Social CPLs: Early 2023 social campaigns saw CPLs as high as $461 before optimisation strategies were implemented

Solution

Evaluate, guided by Robot-TXT’s digital consultancy, deployed a multi-channel, data-driven solution
approach:

• Content-Centric SEO Strategy: Focused on creating keyword-targeted SEO pages supported by internal links from high-authority insight content.
• Technical SEO Enhancements: Comprehensive site health improvements, including the removal of duplicate content and correction of hreflang issues.
• Paid Search Optimisation: Rebalanced campaign budgets from brand awareness to product-specific conversions, and introduced Dynamic Search Ads and PMax campaigns.
• Paid Social Evolution: Implemented an Always-On (AWO) strategy using LinkedIn native forms, backed by clear value exchanges and retargeting.
• Conversion Tracking Accuracy: Updated GA4 tracking and form listeners to ensure conversion data was reliable and actionable.

Approach

• On-Page SEO & Internal Linking: Optimised existing product pages and leveraged residual links from deprecated Vantage content to enhance authority and visibility.
• Site Audit Remediation: Used automated tools to resolve over 98% of technical SEO issues by Q4, improving crawlability and content discoverability.
• Audience & Market Analysis: Developed keyword themes with input from Evaluate product managers; expanded coverage through tailored ads and content.
• CPL Optimisation in Paid Social: Tested static image creatives, mockup-based ad design, and precise targeting to lower costs while maintaining lead quality
• Strategic Budgeting in Paid Search: Shifted budget allocations monthly based on regional performance data, particularly boosting high-performing regions such as the US and EMEA.

Conclusion

Evaluate’s 2023 digital performance is a strong case study in how data-informed strategies, content-led SEO,
and agile paid media tactics can collectively drive transformation. By resolving technical issues, refining ad
strategies, and prioritising value-led content, Evaluate achieved:

• Organic growth despite technical disruptions.
• Paid search conversion uplift with smarter targeting.
• Social media cost-efficiency through creative and tactical shifts.

As the organisation moves into 2024, focus will remain on SEO content creation, deeper lead quality
analysis, and continued refinement of cross-channel campaigns.