More Website Traffic & Higher Search Engine Ranking for STERIS

About the Project

Tenlo saw an opportunity to increase traffic and improve the overall search engine ranking of the newly launched STERIS Life Sciences website.

Tenlo audited the website to identify opportunities for new content based on the search landscape as well as search engine optimization (SEO) for existing content to make it easier to find.

Challenges: 

1. Increase visibility of the most-desired and relevant information.
2. Use the right content formats for each audience.
3. Create more direct paths to the most-searched products.
4. Provide quick, easy access to relevant products and information.

Audience Insights

Chemists, lab technicians, project/facility managers and researchers in the life sciences industry have extremely specific standards and situations around which they are searching

These individuals are “influencers” at their organization and contribute to the specifications of products or services used in their work environments

They are in “evaluation mode” for suppliers and products.

Online Landscape

Specific product categories had significantly larger demand based on search analysis

(detergents, steam sterilizers, chemical indicators, biological indicators)

Technical SEO

The existing website structure didn’t reflect search interest or anticipate user intent

Site crawlability wasn’t optimal for search

(duplicate content, duplicate URLs, unoptimized hierarchy )

Content Approach

Searchers explicitly look for specific content formats, which vary from topic to topic

(infographics, videos, slideshows, checklists, etc.)

Strategic Approach

Search Engine Optimization (SEO)

Earn incremental traffic to high-interest product categories by expanding on-page content to reflect buyers’ language and trending conversations

Content Strategy

Optimize the user experience (UX) of selected pages and content by updating the page design to reduce bounce, increase content and improve engagement

Capitalized on the highest searched product categories by prioritizing their presence based on search demand

User Experience (UX)

Optimized the website hierarchy to reflect content and product demand by adjusting the folder structure, main menu and category navigation.

Winning Results

+15% increase in organic site traffic over the entire website in 12 months (from SEO improvements and content expansion)

+15% increase in direct website traffic in 12 months

+30% better-than-industry-average engagement rates on optimized webpages

+16% increase in relevant visitors