It pains us to see a service page not converting as well as it should. But, the fact is that a service page cannot stand on the shoulders of a great product alone… And in most cases, all bottlenecks can be uncorked with a good keyword-mapping strategy.
This was the case for a client that joined us back in March last year.
By partnering with us, they realigned their keyword priorities, and made their landing pages deliver results!
Client Overview
Our client provides advanced solutions for single-cell analysis, cell sorting, and bioreactor systems. Their products are designed to meet the needs of scientists and researchers, and practically and well-equipped labs should have what they have in stock.
Despite their innovative solutions, their service pages were not performing as well as they should have been. The main reason for that was their service pages focused more on sounding catchy and fun rather than including the keywords that can spark up buyer intent and those that can yield traffic due to their high search volume.
The Strategy
We began our project with our client by heading straight for keyword research. It quickly became evident that they were not targeting the right keywords and those that were included weren’t of high potential—those that indicated:
- Buyer intent: The keywords lacked specificity and didn’t align with the intent of potential customers looking to purchase or engage with services in the industry.
- Relatively low keyword difficulty: The client was not focusing on keywords that were easier to rank for. Instead, they were either too broad or too competitive, making it challenging to achieve high rankings.
- High search volume: Many of the keywords they targeted had low search volumes, meaning they were not commonly searched by users. This limited their potential reach and visibility.
Additionally, it was evident that their competitors were not heavily using some of the high-potential keywords relevant to their industry. This indicated a significant opportunity to capture traffic by targeting these underutilized keywords. Moreover, the client’s content was missing out on many highly searched keywords that could drive significant organic traffic.
No wonder they struggled to increase their organic visibility for high-potential industry keywords.
Here is a snapshot of the initial keyword research along with the metrics:
Step 1: Keyword Categorization We categorized these keywords by tiers based on metrics like keyword difficulty and search volume. This helped us and the client understand the value and ranking difficulty of each keyword and whether pursuing a certain opportunity is worthwhile.
Step 2: Keyword Mapping We carefully calculated which of the keyword clusters we combined had the most potential based on the service pages.
When we selected the right keywords for the four service pages which should have been yielding the most conversions for our clients we then narrowed down our list to the top picks with the highest potential that were worth targeting and grouped them into topical clusters, such as Single Cell Dispensers, Microplate Washer, Microbioreactor Systems, and Single Cell Imager.
Each keyword was mapped to specific service pages on our client’s website, including existing pages that needed optimization and new pages to fill content gaps. To make the strategy work, we also mapped out which of the remaining keywords were perfect to bolster the service pages through link-building efforts. We focused on targeting exact matches and long-tail variations of the identified keywords.
Step 3: Content Optimization We optimized the assigned pages by updating meta tags, headers, and body content to naturally incorporate primary and secondary keywords. We ensured that keywords were present just enough to rank without compromising the quality of the copy.
Step 4: Link Building Strategy: During the first month, the SEO and content team worked together to gather high-potential link-building keywords as well as analyze all the referring domains and the highest link equity pages that have the biggest impact on the company’s website. After that, we launched the outreach phase, where we contact high-authority domains related to our client’s industry. We reached out to scientific resource pages, educational websites, and relevant blogs.
Our link-building strategy was designed to target the main keywords from each of the clusters we previously prepared with a mix of exact match and long-tail variations. On top of that, around 35% of the links were delegated to other keyword variations belonging to each of the clusters and associated landing pages.
This way we future-proofed our client strategy.
Step 5: Preventing Keyword Cannibalization By assigning unique primary keywords to each page, we ensured that multiple pages did not compete for the same keywords, thus avoiding keyword cannibalization.
Step 6: Ongoing Monitoring and Updating We regularly monitored the performance of the keywords using analytics tools. The keyword map was updated periodically to reflect new search trends, changes in user behavior, and performance data, ensuring the strategy remained effective over time.
The Results
At the beginning of our collaboration, our client had around 225 keywords ranking in the top 3. After a year later – in March 2024, they had 353 (a 53% increase). The total number of keywords on Page 1 more than doubled in the same time span.
With a significant increase in the number of keywords ranking on Page 1, particularly in the Top 3 where most traffic is delegated, our client nearly doubled their organic traffic by the end of phase one (end of March)!
Now, in the second phase of our project, we are incorporating more challenging, high-volume keywords due to the strengthened domain and improved content. As a result, we have already seen a significant uptick in organic keywords in the last few months alone, and we expect this trend to continue as we move into the second half of the year!
The hallmark of our project was that our client’s performance index saw a remarkable 1268.78% increase, and its visibility index improved by 100%, demonstrating the effectiveness of our keyword mapping and SEO strategies. Just take a look at this:
Note: The metrics here indicate:
- Performance Index: This metric quantifies the overall effectiveness of your website in search engine results, considering factors like keyword rankings, organic traffic, and click-through rates. The score is 36.93 out of 100, showing an 871.81% increase.
- Visibility Index: This metric measures how visible your website is in search engine results pages (SERPs), based on the number of keywords your site ranks for and their positions. The score is 12.96 out of 100, with a 100% increase.
If you want to enjoy this kind of success, book a call with us right here!