We don’t have a ranking problem first. We have a capture problem.
Famasi is already visible for useful health, medication, and branded searches. The leak is weak CTR, split architecture, and under-connected blog assets.
Visibility fell, but rankings didn’t collapse.
Down 28.6%
Down 40.1%
Up from 0.55%, still weak
Slightly better than 7.8
The drop is mostly impression volume, not ranking damage.
CTR rose as impressions fell. That usually means broad low-intent visibility reduced, while fewer but more relevant results remained.
What changed
Impressions dropped sharply after mid-April.
What held
Average position improved slightly overall.
What leaks
Page-one and near-page-one pages are not earning enough clicks.
Mid-April had the highest exposure. CTR improved after impressions compressed.
5,565 imp
0.52% CTR
10,068 imp
0.49% CTR
5,618 imp
0.80% CTR
4,977 imp
0.92% CTR
1,326 imp
partial week
Brand wins clicks. Utility content creates the growth surface.
The old blog still carries the strongest search assets.
The clearest quick win is rewriting snippets for pages already ranking.
Fasting diarrhoea
11,845 impressions, 12 clicks, position 4.8. Queries like “does fasting cause diarrhea” rank around position 4 with 0 clicks.
Medication routine
822 impressions, 1 click, position 4.1. Strong fit for chronic-care and hypertension clusters.
UTI medicine
579 impressions, 2 clicks, position 4.8. Needs safer Nigerian search-language matching.
Product/finder pages
Medicine searches are ranking but under-clicking. Title templates and canonical logic need review.
Google is splitting intent across too many Famasi routes.
- Branded search is split across homepage, Dispensary, Press Kit, FAQ, and old launch posts.
- Product search is split across near-duplicate finder and category pages.
- Blog visibility is split between old Ghost URLs and newer main-site `/blog/` URLs.
This is fixable, but it needs canonical decisions before migration work becomes messy.
Use hypertension to prove the clean system.
The cluster should not be six isolated articles. It should be one clear pillar, supported by useful cluster pages that link up and sideways.
Lead with routine
Search data already shows routine-medication demand.
Own refill gaps
This is where Famasi’s access promise is strongest.
Support with specifics
Side effects, caregiver help, BP checks, and medication guides.
Keep the whole system under `/blog/`.
- Pillar: `/blog/hypertension-medication-management-nigeria`
- `/blog/hypertension-medication-side-effects-nigeria`
- `/blog/what-to-do-when-blood-pressure-medication-runs-out-nigeria`
- `/blog/how-to-build-blood-pressure-medication-routine-nigeria`
- `/blog/helping-parents-take-blood-pressure-medicine-nigeria`
- `/blog/amlodipine-lisinopril-losartan-nigeria-guide`
- `/blog/checking-blood-pressure-at-home-nigeria`
Fix capture first. Then scale the cluster.
This week
- Rewrite titles/meta for fasting, medication routine, and UTI pages.
- Add internal links into the hypertension pillar.
- Ensure every cluster links back to the pillar.
SEO cleanup
- Review stale sitemap with one error.
- Resolve static/location sitemap warnings.
- Set canonical policy for old Ghost blog vs main `/blog/`.
Famasi is visible. Now we need to make the visibility coherent.
The search work should now focus on three things: better snippets for pages already ranking, cleaner canonical architecture, and a hypertension hub-and-spoke system that teaches Google exactly which page owns which intent.