SEO Case Study: Product led SEO at Tata 1mg

The news of Tata 1mg turning profitable in a few quarters made it to the headlines of The Economic Times after founder Prashant Tandon’s statement. That means the world of e-pharmacies could see an IPO soon. Tata 1mg’s market share has risen up from 20% in 2019 to 35% in 2024!

The data further shows 1mg’s organic traffic has grown 20x in 5 years! Being a SEO and growth consultant I knew I had to dive deeper to unfold Tata 1mg’s SEO strategies.

Scorecard of Tata 1mg’s SEO Metrics

DR – 78
Traffic – 49M
Pages – 400k+
Keywords -1.8M
Backlinks – 325K
Traffic Value – $2.6M

Case In Point: Product Led SEO at Tata 1mg

Product-Led SEO drives organic growth by embedding SEO within the product, generating dynamic, scalable pages instead of relying on static content. It outperforms conventional SEO by ensuring effortless scalability, precise intent matching, and sustainable traffic—all without constant manual upkeep. Tata 1mg published online tools and relevant pages programmatically, and acquired links non-linearly. In simpler words, Tata 1mg has Built and Ranked Valuable Online Tech Products That Drive them high revenue and conversion rates. Tata 1mg’s 21% YoY increase in operating revenue to ₹1,968 crore for FY24 directly correlates with its growing market dominance. Their market share jumped from 20% in 2019 to 35% in 2024, Validating the role of Product-led SEO in not just bringing visitors but also monetizing them efficiently.

The Growth Trinity

1mg’s SEO strategy has three core pillars:

Content Velocity: Rate of content generation.
Telemetry signals: the signals that algorithms use to observe how users behave.
Brand Authority Signals: Metrics that symbolise the authority of a brand.

Content Velocity

Go to Ahrefs, open Tata 1mg’s top pages and you’ll realise that a significant portion of the discussed 20x Traffic growth comes from some specific pages like drugs, OTC medicines and generics: Further, 1 type of page template (/drugs/*) contributes to 70% of their traffic: Here’s the breakdown of Tata 1mg’s 49M SEO traffic: Tata 1mg’s content velocity’s can be further looked as:

1. Templates for Programmatic Page Generation

Each unique page type has components built programmatically basis a template:

2. EEAT Signals

EEAT signals (Experience, Expertise, Authoritativeness, Trustworthiness) are crucial for establishing content credibility and ranking higher on search engines. They help Google assess quality, ensuring users receive accurate, trustworthy, and valuable information.

Authority and expertise– like adding writer & reviewer detailed profiles
In depth analysis – like price comparison
Trust features – e.g safety advice

Transparency– like editorial policy

1mg’s expansion into franchises plays a crucial role in building trust and authority. By establishing physical retail outlets with a 16% net profit margin and a 12-18 month break-even period, the company is creating offline touchpoints that enhance credibility. A real-world presence reinforces user trust, which aligns with Google’s EEAT principles—especially in healthcare, where reliability is paramount.

Telemetry Signals

While content velocity is one part of 1mg’s SEO equation, a significant part is telemetry signals. It means how users interact with the website (UX) and how search engines collect data. It includes Metrics like CTR, time on page and scroll depth influence rankings. When a website beats Google’s expectations of CTR for a keyword, Google Then changes the rankings!

Brand Authority Signals

Brand authority signals is the part which finally completes 1mg’s SEO equation. With AI making it easier to spam the web with content, role of brand strategy becomes more important in SEO. Tata 1mg is reinforcing its authority by expanding into high-margin sectors like diagnostics and corporate partnerships, which now contribute 15% to its business. By leveraging AI and data-driven insights, the company is optimizing its diagnostic services, conducting nearly three million tests annually. This not only enhances credibility in the healthcare space but also fuels its SEO strategy, where high-intent, data-backed service pages drive organic growth and monetization. Here’s what Eric Schmidt, Former CEO of Google said –

Conclusion

Tata 1mg’s SEO success is a masterclass in product-led growth, programmatic content, and brand authority. Their ability to scale content efficiently, leverage user signals, and establish trust has fueled their 20x organic growth.

If you’re looking to achieve similar results – whether through scalable SEO strategies, content velocity, or brand-building – let’s talk. I help businesses drive sustainable organic growth that translates into real revenue.

Product led SEO is a very powerful growth channel, but make sure you don’t get stuck in analysis paralysis.

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