From just 14 clicks a month
to ranking #1 above WebMD.
How a 12-month content strategy took a health genetics brand from near-zero organic presence to outranking some of the most authoritative sites on the internet.
A strong product.
An invisible website.
3X4 Genetics offers DNA-based health insights for practitioners and consumers. The science was solid. The content wasn't pulling its weight.
The opportunity
- High-intent health audience actively searching for genetic testing information
- Competitors ranking with thin, generic content
- Strong product story with credible clinical expertise to leverage
The challenge
- Near-zero organic presence. 14 clicks and 9K impressions in March 2024
- Competing against DR 80+ authority sites like WebMD and Medical News Today
- Health content requires clinical accuracy and Google's E-E-A-T compliance
Depth over volume.
Every time.
Four blogs a month. Forty-eight pieces over twelve months. Every single one built on the same buyer-first framework.
Low KD, high intent keyword targeting
Identified keywords with commercial intent that authority sites were underserving. Avoided vanity keywords with impossible competition.
E-E-A-T compliant content structure
Every piece written under the clinical voice of Annelie Smith. Experience, expertise, authoritativeness, and trust baked into every brief.
Visual hierarchy and scannability
Structured for how health audiences read. Clear headers, bullet points, and clean flow that earns featured snippets and PAA boxes.
Seasonal content calendar
February: Heart Health. March: Women's Health. Content timed to search demand peaks, not arbitrary publishing schedules.
Internal linking architecture
Each piece linked strategically to related content, building topical authority across the genetics and nutrition space.
AI Overview and PAA optimisation
Structured content to answer specific questions directly. This increased the chance of appearing in AI Overviews and People Also Ask boxes.
Numbers that
speak for themselves.
Twelve months. Forty-eight pieces. The compounding effect of consistent, deep content.
Where the content
actually shows up.
Great product. Niche audience.
Story worth telling. But nobody finding it.
That was 3X4 Genetics. If it sounds familiar, the approach is the same.
A complex product that needs explanation
Genetic testing isn't a simple buy. Neither is yours. Content that educates is content that converts.
Expert knowledge that deserves an audience
You have the depth. The right content strategy turns that expertise into rankings, trust, and pipeline.
Buyers searching but not finding you
Your buyers are already on Google asking questions your product answers. They just aren't landing on your site yet.
Content that should be working harder
Publishing isn't the problem. Strategy is. The right brief, the right structure, the right keywords. That's what compounds.
Want results like this?
Let's talk.
Book a free 15-minute intro call. We'll look at your content, your buyers, and whether a similar strategy could work for you.
Book a free intro call