Unlocking Nature’s Insights: #1 Rankings for NatureMetrics' eDNA Monitoring Solutions
How NatureMetrics found massive conversion growth with SEO in a highly-specialist industry
Nature Metrics offer an end-to-end solution for nature monitoring and impact reporting using environmental DNA survey data and software.
NatureMetrics, a pioneer in biodiversity monitoring with their market-leading Nature Intelligence platform, faced a dual challenge: recovering organic rankings after a major site migration and expanding into the growing ESG reporting market. With a high customer lifetime value at stake, they needed a robust SEO strategy to secure their position as a leader in this emerging field.
Following a recent website relaunch and redesign, NatureMetrics sought to generate more leads by increasing their online visibility. Recognising this, we developed a tailored organic search strategy focused on boosting rankings for a diverse range of ‘eDNA’ search terms. To safeguard their existing presence, we also implemented measures to prevent traffic and ranking losses resulting from the site migration.
After auditing the Nature Metrics website, researching their competitors and gaining a deep understanding of the high volume of low to zero traffic search terms in their industry, we outlined a holistic SEO strategy to increase Organic rankings and traffic, focusing on broad keywords, which were common to the majority of search terms.
There was also the opportunity to save many pages, which had been overlooked by developers during their site migration. A link-building strategy was also incorporated to push the broad rankings for eDNA terms higher.
Using insights from our SEO and migration audits, we developed a monthly roadmap to safeguard Organic traffic and achieve quick wins. By addressing overlooked pages, optimising key service terms, and enhancing UX elements, we maximised NatureMetrics’ visibility in Google’s rankings.
Our SEO audit also included recommendations to improve the content, layout, lifestyle images, top navigation and calls to action to improve both SEO and User Experience in order to increase conversion.
Because onsite improvements could only rank the pages so high in Google, we supported our work on Nature Metrics’ key service pages with link-building and digital PR campaigns. Taking a holistic approach to the anchor text of our link building, we targeted broader terms based on common keywords, as there were no search terms with high volumes. Instead, there were many search terms with small volumes. But collectively, they drive high volumes of Organic search traffic. Through our campaigns we achieved coverage in a number of large, relevant publications, most notably Reuters.com
Thanks to our close working relationship with the Nature Metrics team, we’ve gained a deep insight and understanding into the search behaviour of their ideal audiences, which is essential when trying to rank for new search terms which are too small for the SEO tools to pick up.
Increase in Organic Traffic
Google Rankings for a range of eDNA monitoring, software and services search terms
Increase in Organic conversions
