SEO-driven site architecture & UX for gene-editing company EditCo

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EditCo Bio is a gene-editing company focused on providing tools and reagents to support researchers and industry leaders in advancing discoveries and therapeutic development. With origins at Synthego and experience in the field since 2012, the company has gained extensive knowledge through more than 500,000 edits. EditCo’s automated CRISPR platform is designed to deliver efficient, consistent, and high-quality gene editing, contributing to progress in scientific research and medicine.

Industry: Biotech

Services: SEO, Web design

The Challenge

EditCo Bio faced challenges following the launch of its new website, which had been developed by an external contractor team no longer involved with the company. While the website provided a foundation, in-house SEO efforts revealed significant gaps in driving traffic and generating leads effectively. One of the primary challenges was optimizing the product pages, which required restructuring into individual, optimized pages to improve search engine rankings. Additionally, the company sought support with buyer and service intent keyword research and implementation to ensure their SEO strategy effectively targeted the right audience and aligned with their business goals. Finally, EditCo required expertise with site architecture and HubSpot development as the new site structure would require the creation of new pages.

Solutions

Digital Elevator took a project-based approach to address EditCo’s requests, recommending a comprehensive keyword research and implementation plan for both existing pages and the new pages EditCo intended to create. Leveraging our PhD-level SEO expertise, we delivered detailed SEO documentation based on keyword research and intent, accompanied by on-page SEO recommendations for the new pages.

Our research identified opportunities to create additional pages while recommending the consolidation of pages with zero keyword volume. During this process, EditCo underwent internal product and service changes, for which we provided strategic recommendations to align their keyword research and site architecture with these updates.

Once the plan was approved, we implemented the SEO updates, including optimizing title tags, meta descriptions, URLs, headings, and redirects. We also cloned and updated menus to accommodate the new pages. Internal linking was revised to enhance navigation and SEO performance, and we collaborated with EditCo’s in-house content marketing team to recommend strategies for further strengthening rankings and supporting static pages with targeted content.

Improved UX and site architecture resulting in SEO gains

As a result of Digital Elevator’s engagement, EditCo’s website now has a more intuitive site architecture with the segmentation of products and services in the top menu. Additionally, foundational rankings are taking effect with the buyer intent keywords we collectively implemented. 

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