Everyday OT Case Study

We developed a comprehensive search marketing strategy for Everyday OT that focused on expanding their visibility across multiple channels while maintaining their authentic, expert-led approach. We began by integrating their entire product catalog with Google Merchant Centre to improve organic visibility in Google Shopping feeds and to allow integration with Google Ads campaigns.

We analysed key pages and templates including the homepage, product pages, and collection pages to find opportunities for conversion rate optimisation and provide technical SEO benefits. This included incorporating existing social proof with product-focused videos from their TikTok and Instagram posts and reorganising their navigation menu to create a content hierarchy for users and search engines.

To drive immediate results while building long-term organic search visibility, we launched Performance Max Google Ads campaigns with niche search themes specifically tailored to their target audience. We utilised their existing customer data to create detailed targeting profiles, ensuring efficient ad spend and relevant clicks from Google search.

For our long-term SEO goals, we analysed their audience’s search behaviour, social media content and products to create a strong content strategy for content optimisation and publishing. We followed this content strategy to optimise existing product and collection pages, create new & targeted collection pages and publish relevant blog posts. This was supported by digital PR outreach to journalists writing about occupational therapy and neurodivergence, helping to build their site’s authority while driving valuable referral traffic.