How XVIVO Grew Organic Inquiries 27% in Just 3 Months

The Challenge

XVIVO, a leading medical animation company, came to me after seeing declines in rankings and traffic for their most valuable queries. Despite their strong reputation, Google was starting to deprioritize them in search results.

After reviewing the site, I found gaps in content across key services and use cases, limiting the site's ability to show up for important animation searches. Many pages also lacked depth and didn't fully match user intent, while technical issues made it harder for search engines to crawl the site altogether. The result was lower visibility and fewer inquiries.

The Strategy

After an initial site scan, I identified quick technical wins and clear content gaps. I prioritized a deeper technical audit to address underlying issues, then built a plan to expand content coverage and better align each page with how prospects search for and evaluate medical animation vendors.

• Fix the Technical Foundation

  First, I conducted a full technical audit to ensure search engines could properly crawl, understand, and index the site.

  The audit uncovered several issues:

  • Parameterized portfolio URLs were creating tons of duplicate content
  • Key links weren't crawlable in the raw or rendered HTML
  • Redirect chains and structural issues were impacting performance
  • Crawl inefficiencies were prioritizing low-value pages
  • Core content was not fully indexed

  Over 20 technical issues were identified and resolved.

  For example, portfolio filters were creating near-identical pages across different animation types. Search engines treated these as separate URLs, spreading authority across duplicates instead of concentrating it on the main portfolio page.

  To fix this, I implemented canonical tags so all filtered versions point back to the main page. This reduced duplication, consolidated ranking signals, and ensured the most important page was indexed and able to perform.

  

• Rewrite Metadata to Match How Customers Search

  Alongside the technical cleanup, I focused on quick metadata wins. Title tags and meta descriptions were rewritten across 40+ pages to better match the content and search intent.

  For example, the mechanism of action animation page was refocused on "mechanism of action animation" instead of broad terms like "medical animation company."

  This made it easier for both search engines and potential customers to understand what each page offered.

• Build Topic Depth Around Medical Animation

  Next, I expanded content to cover the full range of medical animation needs.

  Keyword research revealed gaps across animation types, therapeutic areas, and use cases. To capture this demand, I created new pages targeting high-intent searches like MoA animation, oncology and neurology animation, and pharmaceutical marketing.

  Each page focused on a specific use case, while collectively building stronger coverage of the overall topic. This helped search engines better understand XVIVO's expertise and improved visibility across a wider set of queries.

  

• Match Pages to Search Intent

  Each priority page was reviewed and updated based on what someone expects to see when they land on it.

  For example, someone searching for a medical animation company wants to see the work, not read about it. On the homepage, video examples were moved above the fold to immediately showcase capabilities. This adjustment helped improve rankings for "medical animation" and reduced bounce rate by 18%.

  Content across other key pages was restructured to better highlight work examples, use cases, and outcomes, making it easier for users to evaluate XVIVO and take the next step.

  

The Results

Within three months, XVIVO saw measurable gains across every tracked metric.

More high-value pages were being properly crawled and indexed, deeper content coverage helped the site rank for a broader set of relevant queries, updates to metadata improved CTRs, and on-page improvements boosted engagement.