American Peptide Company

A Marketing Story by abipr.com about American Peptide

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American Peptide

Increase Brand Awareness

Challenge

American Peptide Company (APC) is a contract manufacturing organization (CMO) serving the life science community. The company provides tools for peptide and protein research, offering a comprehensive array of products and services that enable customers to unlock the potential of biological mechanisms ranging from discovery research to the next generation of therapeutic drugs. After implementing a new suite of tools into its website, www.AmericanPeptide.com, to make it easier for customers to track orders and receive rapid response technical support, APC approached ABI to help drive online traffic.

Solution

To increase qualified traffic and expand APC’s customer base, ABI executed an online marketing program featuring a search engine optimization (SEO) campaign targeting industry-related search terms and keywords. SEO is the process of improving the visibility of a website or a web page in search engines like Google via organic search results. In general, the earlier (or higher on the page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users. This gives a website web presence. ABI kicked off the campaign by identifying keywords related to industry search terms used by potential APC customers when seeking a peptide manufacturing partner. To do this, ABI’s SEO experts familiarized themselves with the highly complex peptide manufacturing industry through Q&A sessions with APC executives and by conducting independent research of relevant materials, including white papers and industry trade publications. This stage also served to help identify key industry players and identify APC’s position within the peptide manufacturing competitive landscape. In recent years, peptide manufacturing has experienced an uptick in activity and, driven by pharmaceutical developments, has grown into an $8.5 billion industry. Showing no signs of slowing down, the world of peptide manufacturing is a competitive one.

Search Engine Optimization (SEO)

Results

When the new custom SEO elements were uploaded to www.AmericanPeptide.com, APC experienced a dramatic increase in the number of monthly organic visitors to its site. During the first 12-month period after launch, APC saw traffic to the site increase by 25 percent. In addition, ABI has successfully maintained or bettered the position of the website in the results pages of the top relevant keywords. By undertaking a SEO campaign targeting industry related search terms and keywords, ABI rapidly increased visibility for www.AmericanPeptide.com on the three major search engines—Bing, Yahoo and Google—helping APC rise to the top.