Search Engine Optimization
As a leader in molecular pathology, Advanced Cell Diagnostics products and services are based on it’s proprietary RNAscope® technology, innovating the field of in situ hybridization and RNA detection.
Top 25 Keywords Before/After
Targeted Keyword Rankings
The first thing that we noticed about ACD’s website was that it had enormous ranking potential. With a domain authority score of 42 out of 100, we knew that they could compete with ranking competitors such as Panomics, Cell Signalling Technology & Thermofisher.
Supreme’s first step was to gather an understanding of ACD and their website. We wanted to understand their company goals, the selling points of their products and services, which products they wanted to prioritize on the website, and their main competitors.
With this information, we could begin our keyword research. We took the ACD’s 10 chosen keywords as a starting point, and used tools such Adwords Keyword Planner and Moz Analytics to find more keywords to target. It was important to find keyphrases that were high traffic and relevant to ACD’s products and technology, and to ensure ACD had potential to actually rank for these terms given the competition in the SERPs. Our analysis was also based on keywords they were already ranking for. The result was a list of 21 primary keywords to target, and dozens more of supporting keywords for variety that were assigned to landing pages in a comprehensive keyword blueprint.
Supreme helped ACD implement these keywords into the targeted landing pages for Google to recognize them. This was executed through updating the back-end code meta tags additional images, and consulting on additional content to plug-in to each page.
The next step was to fix the technical aspects of ACD’s website that can hugely influence rankings. These fixes included solving any crawl errors including broken links and duplicate content, sitemap optimization, and URL optimization to name a few. These changes would help Google to crawl and index the website more efficiently.
Since Google made major updates to it’s algorithms in 2011 and 2012, User Experience has become one of the most important ranking factors for websites. Google can now track users’ engagement with websites using Chrome, and if the user has a good experience, Google knows that this is a good website with good content, and will subsequently reward the website with high rankings. Google will use metrics such as bounce rate, average session duration, and pages/session to determine the UX of a website. Supreme helped ACD’s UX by increasing page speed, improving site structure and internal linking, and consulting on the appropriate content for each landing page to engage users.
Although a major goal of this campaign was to improve search engine rankings, we wanted to ensure that this traffic would convert into leads or buying customers so that ACD would ensure a positive ROI for our SEO services. Using Google Analytics, we tracked users coming from the search engines, and analyzed their behaviour. From our analysis, we made content and web design recommendations to improve pages with a high drop off rate, and to ensure that users with ‘intent’ to buy were funneled quickly to the product pages.
We began with ACD at the end of 2013. Less than a year on, monthly traffic from organic search increased by 84%. Today, organic search traffic by over 2,000% since 2013.
So what’s the value of this organic traffic? Let’s take one of ACD’s target keywords “in situ hybridization” which has an average monthly search traffic of 4,400. ACD currently ranks #8 for this high traffic keyword. SEMRush estimates that ACD received 10.8% of the organic traffic based on the ranking, which is 475.2 visits per month.
*(4,400 [keyword searches] x 10.8% [click through rate] x $4.36 [average cost per click] x 12 [months]) = 24,862 / year of free keyword traffic.
Based on SEMRush’s cost per click estimation, “in situ hybridization” averages $4.36 per click. From this one optimized keyword alone ACD is now receiving $24,862 per year* in free targeted traffic for just this keyword.