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The total available traffic within this niche was somewhat shallow. In many cases, biotechs are in niche verticals that don’t extend themselves to 100,000s of visits per month. This presents both a challenge and an opportunity as the competition tends to be a bit more focused but the potential for increased market share is obtainable. In these types of situations, it is of utmost importance to understand how the biotech’s products differ from that of competitors and communicate that via sales copy.

Digital Elevator began with an audit of the existing website’s product and platform pages and subpages to reveal keyword opportunities as well as review the existing keyword intent targeting of the previous SEO agency. We found opportunities in both the way the pages were optimized as well as how they missed important user intent indicators around buying intent and research intent. 

After updating the content across these pages we optimized the product pages around generic keyword solutions while maintaining the branded keywords. Next, we worked on a content library that catered to scientific researchers and built out a large scale content marketing initiative while simultaneously working on blog content. We segmented the scientific content library so it was different from both a stylistic standpoint as well as from a site architecture standpoint. 

Finally, we built links to select pages to get the ball rolling on organic link acquisition which later steamrolled into a fully organic link acquisition process. This also involved earned media links at the domain level which helped the site’s overall domain rating and rankings.