Scientific Device E-commerce Brand – An SEO Case Study

Challenge

Being a worldwide E-commerce brand, this company relies heavily on search visibility. The challenge here was increasing said visibility in a very specific and heavily scientific niche market that is already very savvy in relation to what they’re looking for.

Generally speaking, the clients going after these types of devices are very well-versed on what exactly they need for their laboratory or other specific environment. Accurate keyword research and representation of the brand was paramount in achieving a successful engagement with the client.

The Strategy

Getting an understanding of the big players already in this industry was the first and most important step. Being an E-commerce brand meant that most of the top-performing pages were product pages. By building high-quality, engaging, and easy-to-use product pages we knew that we would be able to increase rankings and visibility in the SERPs which ultimately leads to more conversions.

• High-level Competitive Research.
• Restructuring of product pages.
• Content creation to bolster product pages.
• Use of inner-linking and cross-referencing between content pieces.
• Inclusion of high-value industry keywords to increase search relevancy.

What We Learned

By following more popular page styles that were already proven to be successful we were able to increase searchability and keyword rankings by multitudes. Supported by supplemental efforts in the way of blog articles we were able to give these product pages a boost that Google was able to recognize as being highly relevant. By taking the approach of having a primary driver (product pages) of rankings with supportive content (blog articles referencing the product pages) we saw a very drastic change in momentum and experienced the growth we were going after.