Background

Thermo Fisher Scientific faced a significant SEO challenge with its extensive catalog of highly technical products aimed at specialized audiences. Enhancing search visibility for key product and methodology pages required addressing technical hurdles, including regional crawling restrictions, inconsistent page elements, and underutilized keyword opportunities. These issues affected organic traffic, user engagement, and overall site performance across a global audience.

Solution

A proprietary SEO strategy was implemented, leveraging advanced tools, AI-driven analysis, and scalable workflows to address the challenges.

1. Data Collection and Parsing: A custom web scraping solution was developed to systematically gather detailed SEO data, including metadata, heading structures, alt tags, backlinks, and word counts. By integrating external tools like Ahrefs, a comprehensive dataset was created, combining technical and content-related SEO elements. Adjustments to the scraping methodology resolved issues such as country-specific redirects and regional crawling limitations by simulating local environments and enabling accurate data collection.
2. Content Optimization: AI and Natural Language Processing (NLP) were utilized to analyze existing content and identify gaps. NLP-driven semantic analysis uncovered missed keyword opportunities, while AI-powered tools generated optimized metadata, alt tags, and keyword strategies tailored to user intent. Recommendations focused on refining readability, restructuring pages, and improving alignment with search behavior.
3. Scalability and Automation: A modular and scalable SEO framework was designed to accommodate global markets, diverse page structures, and evolving SEO standards. Automation pipelines handled data extraction, analysis, and reporting, reducing manual effort and ensuring efficiency. Dashboards provided real-time monitoring of technical and content performance.
4. Insights and Reporting: Customized Power BI dashboards delivered actionable insights, prioritizing fixes for missing metadata, low word counts, and toxic backlinks. These tools enabled ongoing progress tracking and strategy adjustments based on emerging trends and competitor analysis.

Conclusion

Thermo Fisher experienced significant improvements in organic traffic, user engagement, and search visibility. The scalable framework and automation capabilities streamlined processes and ensured ongoing optimization. By addressing immediate challenges and creating a sustainable solution, long-term SEO performance and adaptability in a competitive digital landscape were achieved.