Ecommerce SEO For A Medical Equipment Supplier
Rebuilt a Shopify CPAP supplier around mask + machine + insurance intent to grow organic revenue and consumables subscriptions.
Sleepfront Medical Supply
A Minneapolis based medical equipment supplier on Shopify selling CPAP machines, masks, and consumables to sleep-apnea patients nationally. Strong catalogue depth, weak organic surface for the mask + machine + fit queries patients actually ran.
Industry
E-commerce / Medical Equipment
Focus
CPAP Machines, Masks & Consumables
Target Audience
Sleep-Apnea Patients Nationally
The Challenge
The site had flat category pages, no per-mask-type or per-machine-brand landing pages, weak fitment data on product pages, and no supporting content for the insurance and consumable queries that convert.
Sleepfront Medical Supply
" Deep CPAP catalogue, invisible for the mask + machine queries patients ran monthly. "
The Strategy
Rebuilt collections around mask type + machine brand
Consolidated the flat catalogue into proper mask-type collections (full-face, nasal pillow, nasal) crossed with machine-brand collections (ResMed, Philips, Fisher & Paykel) so buyers landed on the exact page they searched.
Shipped per-mask + per-machine landing pages
Built dedicated pages per mask model and per machine with real fit data, compatible consumables, transparent pricing, insurance-coverage guidance, and a persistent add-to-cart in-line.
Cleaned up product schema and consumables cross-sell
Added Product + Offer schema to every SKU with correct compatibility attributes, wired live inventory into rendering, and added a 'compatible consumables' module to every machine and mask page.
Tightened the first-order funnel
Rebuilt the collection template around a persistent 'get insurance help' module for first-time buyers and cut checkout to a single screen with a consumables subscription option upfront.
Old flat catalogue
Sleepfront Medical Supply
- —Flat category pages
- —No fit / compatibility data
- —No insurance guidance
- —No consumables subscription
New mask + machine collections
Sleepfront Medical Supply
- ✓Full-face / nasal pillow / nasal
- ✓ResMed / Philips / Fisher & Paykel
- ✓Insurance help module inline
- ✓Consumables subscription upfront
Mask + machine rebuild - ILLUSTRATIVE Flat catalogue rebuilt around mask-type collections crossed with machine-brand collections.
Keyword Movement
| Keyword | Before | Now |
|---|---|---|
| resmed airsense 11 auto | #28 | |
| full face cpap mask small | not ranked | |
| nasal pillow cpap mask quiet | #22 | |
| cpap filters resmed subscription | #38 |
Representative results based on comparable engagements.
A manufacturer recall briefly tanked one entire machine line.
One major machine brand issued a mid-project recall that made a large chunk of the ranked catalogue temporarily unsellable. I rebuilt the affected pages into recall-guidance hubs, kept the rankings by pivoting to compatible alternatives, and revenue held up while the recall played out.
" We used to burn on paid to reach new patients. Search now brings us buyers who already know which mask fits them, and they order consumables on subscription. "
Client name changed for privacy.
Ready to be the next case study?
Book a consultation with me on Upwork.
I'll personally scope your project before any engagement. No account managers, no hand-offs.
First audit call is free, no commitment.
What happens next
Typical engagement: 4-6 months. First deliverable in week 1: a full ecommerce SEO audit (category / collection / product / technical) with a prioritised revenue-impact plan.