// Case study
BMG Labtech
Link Building Answer Engine Optimization (AEO) UX/UI Design
BMG Labtech is a leading manufacturer of microplate readers for life sciences, academia, and pharmaceutical research. Their instruments are used in laboratories worldwide for a wide range of applications.
BMG Labtech aimed to increase organic traffic and improve search engine visibility for 11 of its core product pages. The primary goal was to enhance non-branded, generic keyword rankings to capture a wider audience of researchers and scientists actively searching for solutions. The challenge was to build authority and relevance in a highly competitive and technical niche, requiring a sophisticated approach beyond standard SEO practices.
The project was executed through a multi-faceted strategy focused on precision and authority.
First, we developed a comprehensive link-building strategy. This began by identifying the primary products the client wanted to be known for. We conducted a thorough competitive analysis to forecast the number and quality of links required to secure top rankings for each target keyword. Our approach blended strategic outreach with digital PR tactics to earn high-quality backlinks from authoritative and hard-to-reach life science, healthcare, and biotech websites.
Second, we implemented an Answer Engine Optimization (AEO) strategy to position BMG Labtech as a definitive source in Google’s AI Overviews. By creating and promoting content that directly answered key industry questions, we focused on securing branded citations within these AI-generated summaries.
Third, we undertook a UX/UI redesign project for the target product pages, the company’s blog, and revisited the entire contact form process to make it more seamless and intuitive. The goal was to create a more intuitive and engaging user experience to improve conversions, ensuring that the increase in traffic would translate to meaningful user actions. These updates are pending publication by the client.
The year-long campaign produced significant and measurable improvements in organic performance.
After one year, the total organic traffic to the 11 core pages grew by over 34%. The AEO campaign was also highly successful, earning the brand 125 new citations in Google’s AI Overviews for their target keywords. The strategic UX/UI enhancements are poised to further boost conversions upon their launch.
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