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Semantic SEO for a three-market health brand

A natural sinus-care medical device sold in three markets and three languages. Strict medical-accuracy rules, seasonal demand, and almost no informational content when I started.

Google Search Console, Turkish market, last 12 months
Google Search Console, Turkish market, last 12 months · client name hidden

01The brand

A trusted product with a thin search footprint

Industry
Consumer health · natural medical device
Markets
Global English · Turkey · Spain & Latin America
Started
March 2026
Scope
Topical maps, briefs, writing, fact-checking, internal linking, measurement

The brand ranked well for its own name, but almost every symptom and condition query in its category went to hospitals, pharmacies and health portals. Because the topic is health (YMYL), every page had to pass a medical fact-check before it went live, and every product claim had to match its regulatory wording exactly.

02What I did

One entity-first system, run in three languages

Map

Three topical maps

One map per market, built around the condition as the central entity: types, symptoms, causes, treatments and everyday questions. 386 refined topics in the first quarter alone.

Write

120+ long-form articles

Each built from a SERP brief, written in the market's own language, with inline citations to clinical guidelines and peer-reviewed studies.

Verify

Independent fact-check

A separate pass on every number, study and guideline before delivery, plus a brand-compliance scan. Anything unverifiable was softened or removed.

03Results

New content that keeps compounding

Pages created during the engagement went from almost invisible to tens of thousands of monthly impressions, and kept climbing through the summer, when sinus searches are at their yearly low.

3.8K18.7K32.1K63.2K74.8K63284260402JunJulAugSepOct■ Impressions● Clicks
Monthly Google impressions and clicks earned only by pages created during the engagement, all three markets.
  • 3.8K → 74.8KMonthly impressions, new pages
  • 6 → 402Monthly clicks, new pages
  • +31%Turkish clicks, Oct vs Oct last year

04Search Console

Every market, straight from Google

Search Console, last 12 months (11 November 2025 to 10 November 2026). Brand names are hidden; the numbers are untouched.

Search Console performance, Turkish market, last 12 months: 22K clicks, 871K impressions, 2.5% CTR, average position 6.1
Turkey · 12 months · 22K clicks · 871K impressions · avg. position 6.1
Search Console performance, Spanish-language market, last 12 months: 44.8K clicks, 8.5M impressions, average position 6.8
Spain & Latin America · 12 months · 44.8K clicks · 8.5M impressions · avg. position 6.8
Search Console performance, English market, last 12 months: 15.4K clicks, 2.32M impressions, average position 10.9
Global English · 12 months · 15.4K clicks · 2.32M impressions · avg. position 10.9

05Behaviour

What visitors do once they land

Microsoft Clarity, last 30 days. Used to see which guides hold attention and where people get stuck.

Microsoft Clarity overview for the Turkish market: 12,151 sessions, 9,264 unique users, 0.12% rage clicks
Turkey · 12,151 sessions · 9,264 users · 0.12% rage clicks
Microsoft Clarity overview for the Spanish-language market: 3,384 sessions, 44% scroll depth, 1.3 minutes active time
Spain & Latin America · 3,384 sessions · 44% scroll depth · 1.3 min active

06Lessons

What this project taught me

  • In YMYL, the fact-check is the strategy: pages that cite guidelines precisely get trusted.
  • Seasonal topics need patience. Judge new content on year-over-year and off-season growth.
  • Each market needs its own map. Translating one map would miss most of what people search locally.

Selling in a regulated or multi-language market?

I build the topical map, write to your compliance rules and fact-check every claim, market by market.

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