Scientific Equipment Manufacturing SEO ROI
Scientific and laboratory equipment manufacturing companies ranked #15 on our list of the industries that received the highest ROI from SEO campaigns between 2015 and 2017. In that 3 year period, companies in this space earned an average of $1.5M / year in new revenue that can be directly traced to their SEO campaigns. The types of companies included in this research made a variety of products from converters to aid in semiconductor manufacturing, instruments to measure humidity and dew point, and analytical instruments for analysis of chemical compounds. The decision makers we typically targeted our campaigns at were lab managers & technicians, but also included engineers, contractors, HVAC businesses, and mechanics.
Our strategy for attracting new leads to our clients’ businesses centered around publishing thought leadership blogs and landing pages for highly specific use cases in order to attract searchers typing in long-tail keywords such as “hygrometer for incubator.” We also wrote guides to using various types of equipment, troubleshooting blogs, and ROI-focused white papers. In some cases, we created entire websites catering to the industries our clients were targeting. You can read about our thought leadership service here.
Organic Traffic Growth
Other relevant SEO stats for scientific equipment manufacturing companies:
- Average bounce rate: 31%
- Average time on site: 3:55
- Landing page conversion rate2: 2.3%
1 ROI is calculated by taking new revenue directly attributable to our organic SEO campaign within the 3 year period (including revenue from new customers’ referrals and upsells), then subtracting marketing costs and estimated COGS + overhead allocation. We used a 3 year period to account for longer sales cycles and the typical time frame required to see an accurate return from an organic SEO campaign. The last 2 quarters of 2017 are projected.
2 Conversion rate refers to the percentage of new SEO visitors who convert to a sales lead within 30 days of landing on the client’s website from a Google search results page