How Infidigit helped MIS to boost their Non-brand clicks by 72%
The Client
Founded in 2012 as a startup from the prestigious ETH Zurich, Microbe Investigations Switzerland (MIS) has evolved into a leading boutique Contract Research Organization (CRO) and testing laboratory. Initially specializing in antimicrobial treatments, MIS has expanded its expertise to offer comprehensive solutions in bacteriology, virology, and entomology. Staying true to its Swiss origins, MIS upholds the highest standards of innovation, precision, confidentiality, and reliability.
The Objective
Understanding the importance of organic search visibility in driving business growth, Microbe Investigations Switzerland (MIS) partnered with Infidigit to develop a data-driven SEO strategy to increase search rankings, website traffic, and new user acquisition. The objective was to optimize MIS’s digital footprint by improving search engine discoverability, enhancing content relevance, and strengthening website credibility.
To achieve this, the SEO team at Infidigit laid out key performance objectives:
- Increase Organic Users by 50%
- Increase Organic Sessions by 50%
- Improve Non-Brand Clicks by 50%
- Enhance Organic Keyword Rankings
The Challenge
In today’s digital era, strong Google Search visibility is key to business growth. Microbe Investigations Switzerland (MIS), one of the leading names in microbiological testing and consulting, sought to enhance its organic presence to attract the right audience and reinforce its industry authority.
Despite a solid reputation, MIS faced challenges in expanding its reach online. Infidigit identified a strategic opportunity to improve its search rankings through targeted SEO efforts. Instead of just increasing traffic, we focused on drawing in high-value clients by optimizing content, refining site structure, and implementing advanced keyword strategies.
These initiatives not only strengthened MIS’s credibility but also positioned it for sustainable growth in a competitive market.
The Solution
To strengthen Microbe Investigations Switzerland’s online visibility and drive relevant organic traffic, our team implemented a structured SEO strategy. The goal was to improve search rankings, website usability, and overall digital authority while ensuring MIS remained a leading name in microbiological investigations. Key components of our approach included:
1. Competitive Benchmarking & Opportunity Mapping
A detailed competitor analysis revealed opportunities to outpace rivals in search rankings and digital authority. Our approach included:
- Keyword Opportunity Mapping: Identified and targeted high-potential keywords that competitors ranked for but MIS did not.
- SERP Feature Analysis: Examined competitor performance in featured snippets, knowledge panels, and FAQs to adjust MIS’s content strategy accordingly.
- Backlink Profile Review: Analyzed competitors’ link-building strategies and acquired high-quality backlinks from authoritative microbiology and healthcare sources.
This strategy ensured that MIS’s website aligned better with user search intent and industry demands.
2. Technical Enhancements & Performance Fixes
To enhance MIS’s search visibility and user experience, we implemented key technical SEO improvements. Structured data was added to optimize SERP appearance and improve discoverability. A well-maintained XML sitemap ensured efficient crawling and indexing of important pages. Breadcrumb optimization refined site navigation, making it more intuitive for users while aiding search engines in understanding site structure. Additionally, we strengthened internal linking and addressed crawling issues, ensuring seamless access to critical pages, and ultimately boosting MIS’s overall search performance.
These optimizations improved the overall technical SEO health score, making it easier for Google to rank MIS’s pages higher on SERPs.
3. Strategic Content Refinement & Optimization
Since content is at the core of MIS’s digital presence, we focused on making website content more user-friendly, informative, and SEO-optimized. The approach included:
- Implementing E-E-A-T Principles: Strengthened credibility by integrating expert opinions, citations, and authoritative references in content.
- Targeting Featured Snippets: Structured content with FAQs, dynamic price tables, and bullet points to increase the chances of securing featured snippets on Google.
- Outbreaks-Related Blog Posts: Created timely content covering industry outbreaks, contamination risks, and safety measures, positioning MIS as a thought leader.
By enhancing content relevance and structure, MIS was able to increase organic visibility and user engagement.
4. On-Page SEO Enhancement for Maximum Visibility
On-page SEO is vital for ensuring that search engines understand the content and relevance of web pages. Key optimizations included:
- Title Tag & Meta Description Enhancements: Ensured each page had a compelling, keyword-rich meta title and description.
- Header Tag Optimization: Used structured headings (H1, H2, H3) to improve readability and SEO.
- Internal Linking Strategy: Created strong internal link structures to distribute authority across key pages.
- Canonicalization Fixes: Resolved duplicate content issues by implementing proper canonical tags.
- Image Optimization: Compressed images and added descriptive alt text to improve page speed and accessibility.
These optimizations collectively improved MIS’s overall SEO health score, leading to better rankings and engagement.
The Result
Over 8 months, Infidigit’s SEO strategy led to significant improvements in MIS’s organic search performance:
71%
Improvement in New Organic Users
70%
Improvement in Organic Users
70%
Improvement in Overall Clicks
72%
Improvement in Non-Brand Clicks
59%
Improvement in Organic Sessions
190+
Keywords Achieved Top 10 Rankings
Our collaboration with MIS resulted in a well-optimized, high-performing website that continues to attract, engage, and convert users effectively. The sustained SEO efforts have positioned MIS as a leading CRO in the microbiological testing industry, ensuring long-term organic growth and brand recognition.
Organic New Users Increased by 71%
Organic Users Increased by 70%
Overall Clicks Increased by 70%
Non-Brand Clicks Increased by 72%
Organic Sessions Increased by 59%
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