SEO & PPC Case Study for an Antibody Drug Discovery Company

The Challenge

A Boston-area-based antibody drug discovery company partnered with Huckleberry Branding to strengthen its online visibility and lead generation ahead of a major website relaunch. Despite strong brand recognition, the company’s digital footprint was primarily limited to branded search terms, and previous SEO efforts lacked measurable results. The company also faced technical SEO gaps—such as duplicate meta tags, missing keyword mentions, crawl errors, and broken redirects—that limited organic performance.

The client’s goals were clear:

• Preserve existing SEO equity during the site migration.
• Improve visibility for high-value, non-branded industry keywords.
• Grow brand awareness and engagement among antibody discovery audiences.
• Build a scalable, measurable path for lead generation across paid and organic search.
• Lower costs per conversion in paid search.

The Game Plan

Phase 1: Setup & Strategy

To establish a strong foundation for growth, Huckleberry Branding implemented a full SEO and PPC overhaul, including:

• Comprehensive keyword research and on-page optimization for 60+ web pages.
• Redirect mapping from the old site to the new domain to preserve SEO equity.
• Resolution of critical crawl errors and site performance optimizations.
• Editorial calendar and backlink strategy aligned with top-priority keywords.
• Competitor benchmarking and technical SEO analysis.
• Paid search campaign setup with conversion tracking and lead attribution.

Phase 2: Monthly Optimization

Ongoing management focused on consistent, measurable growth through:

• Guest post backlinks targeting high-value, non-branded antibody discovery terms.
• On-page and CRO optimizations, including custom meta titles/descriptions, internal linking, and UX improvements.
• Content recommendations for blog posts and service pages.
• Performance monitoring and monthly reporting with actionable insights.
• Conversion tracking tune-ups to improve data accuracy and ROI visibility.

Traction

Organic Search Growth

The company transitioned from ranking primarily on branded terms to achieving first-page visibility for high-intent, non-branded industry keywords such as “antibody discovery services” and “monoclonal antibody discovery.”

Results over 8 months (Feb – Sept 2025):

• 102% increase in organic impressions (288,088 → 582,500)
• 6.9% increase in organic clicks (20,375 → 21,780)
• Expanded visibility across multiple SERP result types—including AI Overviews, paid ads, and organic listings for high-value search terms
• Improved website performance, conversion tracking, and user experience.

Paid Search Impact

Huckleberry’s PPC strategy delivered explosive growth while dramatically cutting costs—expanding the client’s reach across both search and display networks, including new markets throughout Europe.

Results over 11 months (Nov 2024 – Sept 2025):

• 1,390% increase in clicks (2,351 → 35,018)
• 2,627% increase in impressions (72,256 → 1.97M)
• 89.7% decrease in cost per click ($5.87 → $0.60)
• Expanded campaigns to European markets and Display Network, driving new lead magnet conversions.
• Achieved record-high lead generation in August & September 2025.

Conversion Accuracy

Accurate conversion tracking began in February 2025, providing reliable insights into the client’s most effective traffic sources and highest-performing campaigns—enabling smarter reinvestment in channels that drive qualified leads.

The Outcome

Within months of launch, our client saw measurable visibility, engagement, and lead generation improvements across both paid and organic channels. With a technically sound, data-backed foundation now in place, the company is positioned to continue scaling its brand authority and global reach in the antibody discovery sector.

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