Lumio
A Game-Changer in Veterinary Ophthalmic Care
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SEO Strategy for Branded Visibility
SEO Content Strategy | B2B Healthcare | Product Marketing | GEO/AEO Visibility
Developed an SEO content strategy combining search intent, on-page optimisation and SEO-search principles to strengthen organic visibility, discoverability, engagement and commercial enquiries.
- Brand
- Veenak Veterinary Supplies
- Industry
- Veterinary Healthcare
- Target Audience
- Veterinary Practices
- Project Period
- 2024 - 2025
Impact at a glance
86K
Google Search Clicks
217K
Google Search Impressions
178K
Page Views
45.9%
CTR
66.9K
Clicks, 12-month GSC view
The Challenge
Veenak Veterinary Supplies had strong branded search demand but untapped potential in product, category and problem-led visibility. The challenge was to move beyond brand recognition and build a strategy that connected the brand with the veterinary problems, products and information needs of its audience.
Increase Organic Visibility
Strengthen Product Discoverability
Improve Engagement & Authority
Drive Commercial Enquiries
Strategy Framework
A structured SEO strategy connecting brand strength to audience intent across the veterinary customer journey.
Brand Visibility
Strengthen branded search ownership.
Product Visibility
Connect products to search intent.
Category Visibility
Build topical relevance around key categories.
Problem-led Visibility
Answer real veterinary problems and questions.
AI Search Visibility
Optimise for AEO, GEO and AI discovery.
Keyword Architecture
- Brand
- Veenak, Veenak Veterinary
- Product
- Specific veterinary products
- Category
- Veterinary supplies, ophthalmic products
- Problem
- Veterinary healthcare needs
- Informational
- Top-of-funnel discovery
- Commercial
- Product/equipment searches
- Navigational
- Login, contact, ordering
- Entity
- Veenak + product + category
Content Strategy
Created valuable, intent-led content that bridges education and product discovery.
- Specialist B2B veterinary content
- Problem-solution article models
- Educational content for search & AI
- Strong internal linking structure
- Example flagship content: Lumio — A Game-Changer in Veterinary Ophthalmic Care
Technical SEO
Strong technical foundation for performance and crawlability.
- HTTPS enabled across all URLs
- XML sitemap submitted & active
- Core Web Vitals: All 12 URLs Good (Desktop & Mobile)
- Clean index with no critical issues
- 125 internal links | 45 external links
12 / 12
URLs with Good Core Web Vitals
0
Poor URLs
0
URLs Need Improvement
Verified Results
Google Search Console
12-Month View
- 66.9K
- Clicks
- 158K
- Impressions
- 42.3%
- CTR
- 9.8
- Avg Position
6-Month View
- 35.7K
- Clicks
- 77.7K
- Impressions
- 45.9%
- CTR
- 9.0
- Avg Position
Latest 16-Month View
- 86K
- Clicks
- 217K
- Impressions
- 39.6%
- CTR
- 12.4
- Avg Position
Source: Google Search Console (Data period: 2024 - 2025)
Google Analytics 4
74K
Organic Search Sessions
55%
Organic Search Share
95K
Active Users
178K
Page Views
Organic Search is the largest acquisition channel, driving approximately 55% of all sessions.
Source: Google Analytics 4 (Data period: 2024 - 2025)
Marketing Intelligence & Executive KPI Dashboard
Built a consolidated performance measurement framework to connect SEO visibility, website engagement, acquisition and conversion signals, turning marketing data into actionable insights for ongoing optimisation and management reporting.
Executive Overview
Unified view of marketing performance across all key channels
Key Performance Overview
Total Users
74K
▲ 66.9%
vs. previous year
Organic Sessions
74K
▲ 55.7%
vs. previous year
Organic Search Share
55%
▲ 23.4%
vs. previous year
Active Users
95K
▲ 45.9%
vs. previous year
Performance at a Glance
SEO Visibility
Total Clicks
86K
▲ 66.9%
vs. previous year
SEO Impressions
Total Impressions
217K
▲ 35.7%
vs. previous year
CTR
Click Through Rate
39.6%
▲ 42.3%
vs. previous year
Average Position
Search Results
12.4
▼ 9.0%
vs. previous year
Organic Sessions
From Search
74K
▲ 55.7%
vs. previous year
Engagement Rate
Sessions
55%
▲ 23.4%
vs. previous year
Page Views
All Pages
178K
▲ 17.8%
vs. previous year
Active Users
All Channels
95K
▲ 45.9%
vs. previous year
Channel Performance Overview
| Channel | Users | Sessions | Conversions | Conversion Rate | Trend |
|---|---|---|---|---|---|
OOrganic Search | 74K ▲ 55.7% | 74K ▲ 55.7% | 116.7K ▲ 200% | 4.17% ▲ 133% | |
PPaid Search (Google Ads) | 16.4K ▲ 23.1% | 18.2K ▲ 23.8% | 3.9K ▲ 28.6% | 3.2% ▲ 3.9% | |
PPaid Search (Microsoft Ads) | 12.9K ▲ 18.7% | 14.3K ▲ 19.4% | 2.1K ▲ 15.2% | 2.4% ▲ 2.1% | |
DDirect | 8.3K ▲ 12.3% | 9.1K ▲ 11.9% | 1.2K ▲ 10.4% | 1.8% ▲ 1.3% |
Insight → Decision → Action
Insight
- • Search visibility data identified high-opportunity branded and non-branded queries.
- • Engagement analysis highlighted user interest across important content and product pages.
- • Conversion signals identified opportunities within enquiry journeys and CTAs.
Decision
- • Prioritised high-opportunity keywords and topical clusters.
- • Strengthened content depth and structured information for SEO/AEO/GEO.
- • Prioritised landing-page and conversion-path optimisation.
Action
- • Published and optimised authoritative content.
- • Implemented technical SEO improvements.
- • Refined CTAs, content journeys and conversion experiences.
Data → Insight → Decision → Optimisation → Business impact
Wider Programme Results
Additional historical data from the Digital Marketing KPI Report (Jul 2023 – Sep 2024).
116.7K
Organic Search Sessions
55.7%
% of Overall Sessions
84.8K
Google Organic Clicks
4.17
Average Organic Position
79.4K
Organic Search Users
735
Backlinks
6.7K
Est. Organic Monthly Traffic
Source: Internal Digital Marketing KPI Report (Jul 2023 – Sep 2024)
View Full ReportSTAR Case Study
S
Situation
Strong branded search but limited visibility across products, categories and problem-led searches.
T
Task
Build an SEO strategy to strengthen organic visibility, content authority and product discoverability.
A
Actions
Developed intent-led content, optimised technical SEO, built internal linking and applied AEO/GEO principles.
R
Results
86K clicks, 217K impressions, 39.6% CTR, stronger organic sessions and commercial search performance.
About the Project
- Organisation
- Veenak Veterinary Supplies
- Sector
- B2B Veterinary Healthcare
- Role
- Digital Marketing & Web Experience Specialist
- Services
- SEO Strategy, Content Strategy, Technical SEO, AEO, GEO, Product Marketing
- Website
- www.vetordering.com
Strategic Takeaway
This project demonstrates how a branded SEO strategy, when combined with high-value content, technical excellence and AI-search readiness, can drive substantial organic growth and commercial impact in the B2B veterinary healthcare sector.
Brand Strength as a Foundation
Content That Solves Real Problems
Visibility That Drives Business Growth
Making the brand easier to discover, understand and associate with the veterinary products, problems and expertise that matter to our customers.