Aperio

Search Engine Optimization Case Study

Aperio Technologies, an industry leader in digital pathology slide scanners and related professional services, came to SiteLab with several specific goals, centered around its web site performance:

• Increase brand awareness among digital pathologists and scientific lab researchers
• Become a trusted online resource for current, authoritative information
• Cement its position as the leading source for the needs of professional digital pathologists
• Compose a new generation Web site to replace their outdated online presence
• Generate sales leads

The challenges we faced were significant and the existing site created an overall unsatisfying user experience that did not support Aperio's stated goals:

• Increase professional and aesthetic appeal
• Organize content that had outgrown the original information architecture more effectively
• Effectively support the evolving product and service offerings
• Increase search optimization (boosted organic traffic by 55% YoY)
• Remover duplicate content which impacted effective search engine indexing
• Improve calls-to-action to increase product inquiries

Search Engine Optimization can be a daunting task, and Aperio's in-house staff was not well versed in its practices. Consequently, the site had little visibility beyond its own small bubble of explicitly branded keywords. Traffic that did arrive was not tracked, so we had no historic insight into user behaviors.

Solution

After immersing ourselves in the details of Aperio's business niche, the company's growth plans and the mindset of their core audiences, we implemented the first phase of a two-phased solution.

Our short-term strategy, which began Fall 2008, addressed the web site's SEO barriers and information architecture issues:

• Researched most relevant keyword spaces to ascertain the online voice of the Aperio audience and evaluate the market size of different spaces
• Performed a full-site audit to identify duplicate content, poor internal linking structures, SEO deficiencies, organization issues and other factors contributing to the negative user experience
• Implemented an initial round of fixes and enhancements to address the most pressing SEO issues
• Optimized the site's URL structure and directed in-house engineers in the proper way to deploy comprehensive 301 redirect strategies
• Addressed gaps in site tracking functions and expanded them to capture several key user behaviors

With the fundamental issues addressed, we implemented a long-term strategy designed to enhance Aperio's online presence and boost overall web site performance:

• Composed and implemented a robust, keyword-relevant internal linking structure
• Implemented additional SEO fixes and optimization of key page content elements - boosted organic traffic by 55% YoY
• Worked in coordination with Aperio to develop a more sophisticated information architecture to better showcase their expertise, products and services
• Consulted with in-house designers to create an improved graphical and navigational framework in anticipation of a full site redesign
• Analyzed the existing PPC campaign and recommended a system of improved ad group and bidding strategies; streamlined target keywords; explored secondary keyword markets; and crafted better performing ad copy
• Explored opportunities to boost the site's backlink profile
• Provided ongoing consultation to further evolve Aperio's search marketing efforts and address any future usability issues
• Coached in-house staff in preparation of implementing a social media strategy

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Services:

SEO Consulting
Usability Consulting