Gartner Research

L2 Digital Performance Insight: OTC Healthcare — SEO/SEM Strategies

Published: 25 March 2016

ID: G00361379

Analyst(s): L2 Consumer Packaged Goods Team

Summary

OTC healthcare brands employ a wide array of SEO/SEM strategies to enhance their search visibility. Search terms drive 30% of all referral traffic to brand sites. While most brands pay a high cost premium to enhance their visibility, select brands are optimized to achieve similar results organically.

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