Project Overview

This project involved developing and executing an SEO strategy for a cold chain packaging manufacturer in the life sciences sector. The primary goal was to increase organic visibility, improve keyword rankings for both branded and non-branded terms, and ultimately generate more qualified leads through search.

Category

Life Sciences

Role

Digital Marketing Lead

Services

SEO

Timeline

12 Months

Objectives

  • Increase visibility across branded and non-branded keywords
  • Improve page-level performance through SEO-driven content optimization
  • Generate more leads from high-intent search queries related to cold chain logistics

Tools Utilized

  • Ahrefs
  • Google Analytics 4 (GA4)
  • Google Looker Studio (GLS)
  • Google Search Console (GSC)
  • Screaming Frog
  • SEMrush
  • WordPress
  • Yoast

Results Snapshot

  • +125% increase in estimated organic traffic
  • +100% growth in keyword rankings
  • +240% increase in impressions
  • 18 form submissions (up from 1 prior year)
  • 52.9% non-branded traffic share

My Role & Responsibilities

As the Digital Marketing Lead for this client’s account, I helped this client move beyond brand-name traffic and tap into new, high-value keyword opportunities. By aligning content with the buyer journey and optimizing site structure, the campaign delivered tangible lead growth and expanded the client’s visibility in a competitive space.

  • Conducted in-depth keyword research using Ahrefs, GA4, and Google Search Console
  • Optimized existing product and service pages to align with buyer intent
  • Developed content recommendations for new high-opportunity blog topics
  • Created page-level SEO briefs to improve structure, readability, and metadata
  • Delivered monthly reports using Looker Studio to track rankings, impressions, and conversions
  • Provided guidance on site architecture and content hierarchy to support search performance

The Results

  • +125% increase in estimated organic traffic
  • +103.6% growth in ranking keywords
  • +240% increase in search impressions
  • 18 form submissions compared to just 1 the year before
  • Shifted from 100% branded search traffic to a 52.9% non-branded mix, indicating broader discovery
  • Expanded ranking visibility for key phrases like “clinical trial logistics” and “cold chain packaging solutions”

What I Learned

Targeting every stage of the buyer journey, especially early informational queries, was key to growing non-branded traffic and driving meaningful engagement from first-time visitors. Strategic page optimization and cross-channel collaborations drove measurable impact in a highly specialized market.

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