Overview

The client is one of India’s leading online pharmacies, offering a comprehensive range of prescription medicines, healthcare products, and wellness solutions through its digital platform. With a strong presence across high-intent medicine searches and an established position in online healthcare, the brand had built significant visibility in organic search. The objective was to strengthen its presence across Google’s AI-powered search features, particularly AI Overviews and People Also Ask, to increase visibility for high-volume medicine-related queries and engage customers earlier in their search journey.

The Challenge

Medicine-related searches are among the most closely scrutinised categories in Google Search, with AI Overviews and People Also Ask prioritising accurate, authoritative, and trustworthy healthcare information. Earning visibility within these search features requires strong content quality and credibility, making it increasingly challenging for pharmacy brands to secure prominent placements.

The brand had limited visibility across these high-value search features. AI Overview coverage was low, its presence in People Also Ask was limited, and its average ranking remained outside the top ten. With more than 22,000 medicine-related keywords to optimise, the challenge was to improve visibility at scale by strengthening the quality, relevance, and authority of the brand’s healthcare content.

Key Strategies Implemented

1. Creating Patient-Centric Healthcare Content

Developed comprehensive, easy-to-understand content that answered common medicine-related questions, including uses, dosage, side effects, substitutes, and safety information. This improved the relevance and usefulness of the brand’s content for both users and AI-powered search experiences.

2. Strengthening Content Authority

Enhanced medicine pages with accurate, well-structured, and trustworthy healthcare information aligned with Google’s quality standards. This improved the brand’s eligibility for AI Overviews and increased visibility across high-intent medicine searches.

3. Optimising Content at Scale

Implemented a structured optimisation framework across more than 22,000 medicine-related keywords, ensuring consistent content quality, information architecture, and topical coverage for both branded and generic medicines.

4. Improving Visibility Across Google’s AI Search Features

Focused optimization efforts on AI Overviews and People Also Ask, the two search features that play a critical role in medicine discovery. Strengthening the brand’s presence across these experiences increased visibility at the earliest stages of the customer search journey.

Results

Campaign Duration: November 2025 to June 2026

• AI Overview Coverage
  Reached 79%, with the brand appearing in nearly 4 out of every 5 medicine-related searches where Google displays an AI Overview.
• People Also Ask Presence
  Increased to 25%, with the brand answering 1 out of every 4 follow-up questions across high-volume medicine queries.
• Average Ranking Across Medicine Keywords
  Improved to an average position of 6.4, up from 8.5, across more than 22,700 branded and generic medicine keywords.

The before and after, at a glance: