Digital Vikingz
Our diabetic supplies buyback SEO case study follows a US buyback company for unused diabetic supplies through the six-month semantic SEO program Digital Vikingz ran from November 2025 to April 2026. Google impressions for the buyback company rose 83%, from 711k in the program window to 1.3m in the six months after it. Google clicks rose a modest 8%, and the company's buyback guide carried the largest page gain in clicks.
Results at a glance
| Metric | Program window | Six months after | Change |
|---|---|---|---|
| Clicks, all queries | 35.8k | 38.8k | +8% |
| Impressions, all queries | 711k | 1.3m | +83% |
| Average CTR | 5% | 3% | -2 points |
| Named non-branded clicks | 13.7k | 13.4k | -2% |
| Named non-branded impressions | 442k | 944k | +114% |
| Buyback guide, clicks | 1,223 | 4,507 | +269% |
We compare the six months of the program with the six months that followed it. The program window column covers 11 Nov 2025 to 11 May 2026, and the six months after column covers 12 May to 10 Nov 2026, both read in Google Search Console (Search type Web) on 14 November 2026. Named non-branded figures exclude the business name, and Search Console notes that filtered totals may be partial.
The starting point
The buyback company's site earned about 150 to 250 Google clicks a day from July 2025, before the program began. Daily impressions sat at about 2k to 2.5k from September to November 2025.
Buyback guide searches showed demand the site did not yet win. The diabetic supplies buyback guide showed 84,282 times in the program window. The same guide held an average position of 9.2 in that window.
What we did
The four layers of the buyback company's SEO program are listed below:
- Technical SEO fixes. We fixed technical SEO issues so search engines crawl and index the buyback company's pages cleanly.
- A topical map and new content. We built a topical map with diabetic supplies buyback as the central entity and the questions people ask about the buyback process as its subtopics, and wrote new content, each piece from a content brief.
- Rewrites of existing pages. We rewrote existing guides, product pages and category pages so each page answers the queries the topical map assigns to it.
- Internal links and schema. We linked the guides to the pages they support and added schema markup that describes the business and its pages.
What changed in Google Search
Two inhaler product pages and the buyback guide carried most of the buyback company's 83% impression gain. The total gain between the two windows came to about 590k impressions. The two inhaler product pages added about 382k of them.
The diabetic supplies buyback guide added about 183k impressions. One inhaler product page grew from 34,947 to 266,711 impressions. The other inhaler product page grew from 79,410 to 229,938 impressions.
The 16-month trend shows daily impressions rising from June 2026 while daily clicks held steady. Daily clicks stayed at about 150 to 250 across the whole period. Daily impressions ran at about 6k to 9k from June 2026.
Google clicks for the buyback company rose a modest 8%, from 35.8k to 38.8k. The diabetic supplies buyback guide carried the largest page gain in clicks, growing from 1,223 to 4,507. The guide's impressions grew from 84,282 to 266,833 over the same windows.
Some of the other guides with click gains are listed below:
- Guide on diabetic supplies for cash: 944 to 1,226 clicks.
- Guide to who buys expired test strips: 418 to 673 clicks.
- Guide to selling test strips locally: 41 to 229 clicks.
Named non-branded clicks stayed flat, so the overall click gain sits in queries Search Console does not list. Named non-branded queries went from 13.7k to 13.4k clicks. Impressions for the same queries more than doubled, from 442k to 944k.
Branded clicks fell over the same windows, so the gain of about 3,000 clicks came from neither branded nor named non-branded searches. Search Console leaves anonymised queries out of its query list, and the gain sits in those unlisted queries.
The named searches that gained clicks are listed below:
- A search about companies that buy insulin pens: 137 to 268 clicks.
- A question-style search about insulin supply buyers: 7 to 111 clicks.
- "best place to sell diabetic supplies": 73 to 156 clicks.
What changed in AI search
Google Search Console's Generative AI features report, in beta, is the only AI visibility source in this case. Bing data is not part of this case. The report starts on 18 May 2026, after the program ended, so its figures show a level, not a change.
The Generative AI features report counted 443k impressions for the buyback company's pages between 18 May and 10 Nov 2026. Daily impressions ran at about 2k to 5k from late May to early August 2026.
Daily AI impressions were lower from mid-August than in June and July. Daily impressions ran at about 1k to 2k from mid-August to mid-September 2026. Daily impressions ran at about 1.5k to 3k from late September to early November 2026.
Two inhaler product pages carried most of the buyback company's AI visibility. The two pages held about 241k of the 443k impressions. The pages' share comes to about 55% of the total.
The other pages most shown in Google AI features are listed below:
- Homepage: 55,016 impressions.
- Diabetic supplies buyback guide: 39,388 impressions.
- One insulin pen product page: 24,838 impressions.
What did not move
The limits of the buyback company's results are listed below:
- Branded clicks. The business name query fell from 1,301 to 861 clicks. A spelling variant of the name fell from 859 to 511 clicks.
- Homepage clicks. The homepage fell from 12,315 to 10,758 clicks, in line with the fall in branded searches.
- Named non-branded clicks. Named non-branded clicks stayed flat, moving from 13.7k to 13.4k.
- Click-through rate. Average CTR fell from 5% to 3%. Impressions grew faster than clicks over the same windows.
- Insulin and test strip category pages. Impressions for the insulin category page fell from 120,502 to 59,355. Impressions for the test strips category page fell from 80,765 to 9,045. Clicks for both category pages also fell.
- One guide's impressions. Impressions for the guide on diabetic supplies for cash fell from 110,880 to 71,843.
- Inhalers category page. Clicks for the inhalers category page fell from 2,057 to 1,976.
- One local search. A near-me search about insulin buyback fell from 447 to 212 clicks.
- A generic search. The query "sell diabetic supplies" fell from 1,287 to 1,038 clicks.
- Season and timing. The data starts in July 2025, which leaves no earlier year to separate seasonal demand from the program. A mid-March 2026 jump in daily impressions sits inside the program window.
What this means for your business
The points a buyback company for unused diabetic supplies can act on are listed below:
- Track named non-branded queries apart from the total. Named non-branded clicks stayed flat here while total clicks rose, so the gain sat in queries Search Console does not list.
- Give each core question one guide. The buyback guide carried the largest page gain in clicks in this case, and what a content brief holds sets the plan for each guide.
- Watch which pages Google AI features show. Two product pages drew about 55% of the AI impressions here.
- Record an AI search baseline before the work starts. The AI report in this case begins after the program, so it shows a level, not a change.
SEO for buyback companies, like other semantic SEO for healthcare and medical businesses, rests on guides and product pages that each answer one query, and this healthcare SEO case study shows where those pages gained. Digital Vikingz plans and writes those pages through Semantic Content Writing.
