Mirihi – From invisible to top 1: high-impact SEO strategy in the B2B sector

The client

Mirihi is a consulting firm specializing in supply chain transformation, sustainable business strategy design and medical supply distribution. Their objective was clear: increase visibility in search engines, attract qualified traffic and position itself as a thematic reference in a highly competitive and specialized market. within a highly competitive and specialized market.

The challenge

• Low organic visibility compared to more consolidated competitors.
• Relevant keywords outside the Top 20.
• Poorly optimized SEO architecture and no strategic internal linking.
• Lack of informative content aimed at the real doubts of the target audience.

How we did it

SEO strategy implemented

1. SEO technical audit

Fixed key indexing errors, speed improvements and header hierarchy. Restructured the sitemap and managed a deep cleanup of URLs with no SEO value.

2. On-page optimization

It included the creation of unique metadata, structured data entry and semantic enrichment with related entities.

3. Content strategy

We developed an editorial line focused on informative and commercial search intentions. We identified and worked on keyword opportunities such as:

The contents were designed with an E-E-A-T approach, validating sources, linking studies and using accessible technical language. E-E-A-A-T stands for:

• Experience (Experience): The author or source demonstrates direct or experiential knowledge of the subject matter.
• Expertise (Expertise): The content has been written or reviewed by someone with technical or professional authority in the subject matter.
• Authoritativeness (Authority): The domain or brand that publishes the content is recognized in its sector.
• Trustworthiness : Content conveys trustworthiness, is well referenced and avoids dubious claims.

When we say that the contents were “designed with an E-E-A-T approach”, it means that criteria were applied so that Google (and users) perceive these texts as reliable, useful and of quality. This is achieved through actions such as:

• Validate sourcesUse data from official agencies, scientific papers, academic publications or recognized media.
• Linking external studies or references: add links to external sources that support what is stated.
• Use accessible technical languageexplain complex concepts clearly, without losing precision, which is essential for specialized topics such as health, legal or consulting.

This refers to good advanced SEO copywriting practice, and is based on the criteria that Google uses to evaluate the quality of content, especially on sensitive topics such as health, finance or business advice (known as YMYL: Your Money, Your Life).

4. The new dimension of visibility: SERP and generative AI

In a scenario where searches are enriched with answers generated by artificial intelligence directly from the SERP, SEO optimization is evolving towards a new paradigm: GEO (Generative Engine Optimization). Being in the top 3 is no longer enough. Now, content should be structured and written with an eye to how it will be interpreted, summarized and prioritized by AI engines such as Google. This positioning not only guarantees clicks, but also direct visibility in the main response, making the optimized content an authoritative source of information. In this context, A well-designed SEO strategy can become the voice that the AI chooses to speak to the user.

5. The power of FAQs in SEO

The inclusion of sections for Frequently Asked Questions (FAQs) The well-structured content was one of the key levers in Mirihi’s SEO strategy. This format allows us to precisely target the question type search intentionswhich today represent an increasing portion of organic traffic, especially in sectors where users require guidance or clear technical explanations. By answering in a direct and semantically rich way to doubts such as “what types of chemotherapy are there?” o “what side effects does cyclophosphamide have?”the company was able to capture highly qualified traffic, gain positioning in long tails and increase time on page.gain positioning in long tails and increase time on page.

Beyond pure positioning, FAQs also have a direct impact on visibility within the SERP functionalities. SERP functionalities. By structuring the answers with specific schema.org markup (FAQPage), Google was more likely to present this content as a direct source of information. This not only boosted the CTR, but also helped to strengthen the domain’s thematic authority against algorithms that now integrate generative AI and look for clear, reliable and well-organized answers.

6. Video as a dual driver: Web SEO and YouTube SEO

One of the most valuable complementary tactics implemented in the content strategy was the incorporation of embedded videos in the blogs. Integrating relevant audiovisual material not only enhances the user experience (UX) by offering a variety of consumption formats, but also improves the user experience (UX). directly impacts key SEO metrics such as page dwell time, bounce rate and scroll depth.. In the case of Mirihi, articles that included videos saw an increase in session time, which in Google’s eyes translates to high-value content.

In addition, each video was optimized with specific metadata on YouTube and aligned with the keywords in the corresponding article, generating a double positioningThe synergies between the two were also reflected in Google’s search engine and YouTube’s internal search engine. This synergy made it possible to extend the reach of the content to users who consume information in audiovisual format, and at the same time, strengthen the semantic authority of the URLs that were part of it. When you combine web SEO with search-oriented video marketing strategies, the impact is exponential.

Competitive positioning

According to the latest positioning map, Mirihi is already one of the 3 domains with the highest organic traffic in the sector. one of the top 3 domains with the highest organic traffic in the sectorsurpassing several firms with more time in the market.

Learnings / Best practices

1. Evergreen content, when aligned with search intent and specialized information, attracts and retains qualified traffic, attracts and retains qualified traffic.
2. The initial technical audit was key to laying the groundwork for growth.
3. The functionalities SERP (rich snippets, featured boxes) have a direct impact on the direct impact on the click-through rate.
4. Listening to users through keyword analysis allows you to create content that solves real questions, positioning yourself as an authority.
5. Your content no longer competes just for clicks, it competes to be the voice of the to be the voice of AI in search.
6. The elaboration of infographics explaining the subject of the blogThis always helps to position the content.
7. Generation of FAQs responding to user searches.

Results

• +1.200 % increase in monthly organic traffic (from ~400 to more than 5,300 visits).
• 12,600 organic clicks accumulated and more than 1 million impressions on Google Search in the last year.
• Average CTR of 1.2 with an upward trend, reflecting the improvement in relevance of results.
• Infographics become key elements of blog content.
• Leading positioning in +10 transactional and informative keywords.
• Rank #1 in keywords such as:
  
  • “what is the most aggressive chemotherapy”.
    
  • “cyclophosphamide side effects”
  • “cytostatic waste example”