Medic Québec · First-aid kits & defibrillator supplier · SEO — organic search · 2026
How Medic Québec went from 152 organic clicks a year to 3,855
A supplier with real demand and almost no organic visibility. Twelve months later Google was showing its pages 228,822 times a year instead of 13,804.
25×
organic clicks
152 → 3,855 over twelve matched months
The results, up top — every number is in the strip below
25×
organic clicks
152 → 3,855 over matched months
+1,558%
organic impressions
13,804 → 228,822
3,855
clicks earned
organic only, paid excluded
12
matched months compared
no seasonal flattery in the comparison
20,461
all-channel sessions
GA4, reported separately from organic
01 — The challenge
Compliance buyers search for exact products. The catalogue answered none of them.
Medic Québec supplies first-aid kits and defibrillators to organisations across Quebec — workplace CNESST kits, federal kits, daycare kits, seniors' residence kits, AEDs and accessories, dressings and rescue equipment. Almost every buyer is searching a regulation, a setting or a part: a specific kit for a specific obligation.
In the prior twelve months the site earned 152 organic clicks from 13,804 impressions — the profile of a catalogue Google barely considers relevant to anything. Low impressions are the important half of that. A click-through problem can be fixed with better titles. An impression problem means the pages are not eligible for the searches at all: no page owning each kit type, no content explaining which kit a given rule requires, and nothing to distinguish one product listing from the next.
“Our buyers arrive knowing the regulation they have to satisfy, not the product name. Once we had a page for each of those obligations, search stopped being a brochure and started being a sales channel.”
Illustrative quote — written by Web Tonic to put the results above in an owner’s words. It is not a statement provided by the client.
Eligibility comes before ranking. A catalogue with nothing to match cannot be optimised into visibility.
02 — Our approach
Build a page for every obligation, then make it findable.
We started from demand rather than from the existing catalogue: the kit types, settings and regulations buyers actually search, mapped to the page that should own each one. Several of those pages did not exist.
Then the content was built to answer the question completely — what the kit contains, which setting and rule it satisfies, how many people it covers, what has to be replaced and when — rather than a photo and a price. For a compliance purchase, that detail is the whole decision.
Technical work ran alongside: crawlable structure, one clear page per intent instead of several near-identical product listings competing for the same query, internal links pointing at the page meant to win, and product schema so listings could qualify for richer results.
Finally, titles and descriptions were written for the click, not for the keyword — which is what converted the new impressions into 3,855 clicks rather than leaving them as visibility on paper. Note that this property's local profile metrics declined over the same window; nothing on this page is attributed to local search.
03 — What we did
Demand map, real product detail, clean technical foundation, titles that earn the click.
Impressions prove eligibility. Clicks prove the page deserved it.
Demand mapping
Started from the regulation, not the product name
Kit types, settings and compliance rules were mapped to the page that should own each one. Several of those pages had to be created before anything could rank.
Recreated Search Console queries view
Product detail
Answered the whole compliance question on one page
Contents, the rule and setting satisfied, headcount covered, replacement schedule. For a compliance buyer that detail is the decision, and Google treats it as relevance.
Page structure and content map
Technical structure
One page per intent, internal links pointing at it
Near-identical listings were consolidated, crawl paths cleaned and product schema added so each page was unambiguously the answer to its query.
Recreated Search Console coverage view
Click-through
Wrote titles for the buyer, not the keyword
New impressions only pay once someone clicks. Titles and descriptions were written to win the click from the result page.
Impressions vs clicks trend
The stack we ran it on
Google Search Console
Search
GA4
Analytics
Ahrefs
SEO
Semrush
SEO
Screaming Frog
Technical SEO
YourText.Guru
Content
AgencyAnalytics
Reporting
Looker Studio
Dashboards
“Web Tonic did in six weeks what our last two agencies couldn't in a year — and for the first time we could see every dollar of it”
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