Our client is a global leader in the development and manufacture of high-performance scientific imaging solutions, including advanced sCMOS cameras, EMCCD detectors, microscopy systems, and spectrographs. Their products are used across scientific research, astronomy, life sciences, materials analysis, and industrial applications, serving universities, laboratories, and technology innovators worldwide.
As a well-established manufacturer in a highly specialised industry, the company already attracted significant organic traffic. However, most of this traffic landed on informational blog content rather than high-value product pages, meaning visibility did not translate into leads. To support commercial growth, the business needed to shift user behaviour and increase enquiries from key product lines.
Challenge
Despite strong brand awareness and a large volume of educational content, the website faced several challenges that limited its ability to convert traffic into leads:
- Keyword cannibalisation across similar product pages meant Google was ranking sub-optimal pages for commercially important terms
- High organic traffic, but low conversions, due to visitors landing on blogs instead of product or application pages
- A complex website structure, making it harder for users to navigate from information to product solutions
- Under-optimised landing pages that lacked the clarity, relevance and technical signals required for competitive rankings
- Technical issues that restricted search performance across key commercial pages
The objective was clear: drive more product-focused traffic and increase the number of inbound enquiries from Organic Search.
Solution
We implemented a targeted SEO strategy designed to improve the relevance, authority and performance of commercially important product pages without losing the strong visibility of the existing blog content.
1. Resolved keyword cannibalisation
We conducted a full keyword and content mapping exercise to:
- Identify pages competing for the same terms
- Consolidate overlapping content
- Strengthen primary product pages
- Ensure search engines understood which pages were most relevant
This enabled Google to correctly rank the pages most crucial to lead generation.
2. Improved user journeys to prioritise key commercial pages
To guide visitors toward product enquiries, we enhanced navigation and internal linking patterns:
- Added strategic links from high-traffic blogs to commercial pages
- Improved call-to-action placements
- Refined product category structures
- Reduced friction across important user pathways
This helped channel relevant traffic from informational searches into product discovery.
3. Optimised landing pages for both relevance and conversion
We strengthened core pages by:
- Improving title tags, headers and on-page keyword targeting
- Enhancing product descriptions, technical specifications and supporting content
- Adding clarified value propositions and improved layouts
- Introducing schema and structured content elements
These optimisations improved both ranking potential and user engagement.
4. Conducted a full technical audit and implemented key fixes
We addressed several underlying technical issues impacting performance, including:
- Crawlability concerns
- Duplicate content
- Slow-loading assets
- URL hygiene
- Internal linking gaps
These fixes provided a more stable foundation for sustainable SEO growth.
Results
The focused SEO strategy delivered significant improvements across visibility, traffic and conversion rates.
41% Increase in Leads
By successfully driving more high-intent users to commercial product pages, the campaign generated a notable 41% lift in inbound enquiries.
#1 Rankings for Priority Keywords
The client now ranks in the top 3, and in many cases #1, for competitive, high-value keywords including:
- “sCMOS camera”
- “EMCCD camera”
- “EMCCD detector”
These terms represent core product categories and attract researchers and institutions with strong purchase intent.
20% Increase in Traffic to Key Commercial Pages
Traffic from Organic Search to the most valuable product pages increased by 20%, strengthening visibility where it mattered most.
With a focused strategy that resolved keyword cannibalisation, improved technical foundations, strengthened internal linking and optimised high-value landing pages, we delivered:
- 41% more leads
- 20% more traffic to core product pages
- Top rankings for priority commercial terms
In a highly specialised global market, this SEO transformation turned existing organic visibility into measurable commercial growth, proving the impact of a precise, product-focused approach.