How We Increased Search Visibility for a Cell Therapy Product Supplier

BCA Advanced Therapies, part of the Blood Centers of America network of more than 400 blood centers, wanted to increase awareness of its LRS Chambers products among researchers, biotechnology companies, and cell & gene therapy developers.

During email and LinkedIn marketing campaigns, we identified a key obstacle: while visitors were reaching the website, many were unclear whether BCA operated as a broker, a network organization, or a direct supplier of blood products and cellular starting materials. The website's messaging reflected its non-profit network origins rather than its commercial capabilities.

To validate the impact of SEO improvements, we launched a focused optimization project covering the homepage, Our Products page, and LRS Chambers pages. We refined page titles, meta descriptions, headings, internal linking, and website messaging to better align with commercial search intent. We also addressed content structure issues, including LRS Chambers page that ranked well in search results despite being buried deep within the website navigation.

Within one week of implementation, the website's search visibility improved measurably:

• Ranking queries increased from 116 to 151 (+35 queries)
• Homepage impressions increased from 231 to 273
• Average search position improved from 9.8 to 8.5

The website also began ranking for a broader range of commercially relevant searches, including:

• leukopak services
• leukopak CRO services
• leukopaks for CAR-T therapy
• leukopaks for clinical trials
• GMP frozen leukopak
• healthy donor leukopak
• custom leukopak collections
• PBMC-related searches

These early results demonstrated that Google responded positively to clearer positioning and better alignment between website content and user intent. By repositioning BCA from a descriptive network organization to a supplier of blood products and cellular starting materials, the website expanded its visibility across highly relevant product and service searches.

The project also revealed a larger growth opportunity. While targeted page optimizations delivered immediate gains, sustainable traffic growth and lead generation will require dedicated SEO landing pages for each major product and service. Based on these findings, a broader SEO strategy will be underway to expand BCA's visibility across the cell and gene therapy supply chain.

Homepage Before and After SEO Optimization

The project focused on clarifying BCA's positioning as a supplier of blood products and cellular starting materials. Small changes to messaging, page structure, titles, and metadata helped search engines better understand the company's offerings.

Before

After