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.


“Supreme Optimization Team has been very effective in optimizing our website for search engines. The recommendations are well researched and the implementations have been dramatically impactful. In a very short implementation period, we saw a increase in our organic search results. Furthermore, the team is very knowledgeable regarding SEM and makes the time to get our team on board. We have expanded our engagement with Supreme Optimization to optimize our website for the China audience.”

Quynh Doan
– MBA, Director of Market Development of Advanced Cell Diagnostics, a Bio-Techne Company
Increased Organic Traffic Since 2013
Annual Value of Free Traffic for One Keyword*

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.

User Experience

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.

Conversion Optimization

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.

If you market life science products or services online, then contact us today to see what we can do for you.


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