MAKING A NICHE MARKET VISIBLE: VIVOLTA'S U.S ELECTROSPINNING GROWTH SPRINT (SEO + GOOGLE ADS)

The client

Vivolta is a scale-up building serious momentum in a specialised category: medical electrospinning—including CDMO services and electrospinning equipment. In plain terms: they help turn breakthrough electrospun medical products into real manufacturing outcomes.

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The brief (what needed to change)

Vivolta wasn’t short on capability. They were short on clarity—the kind search engines (and buyers) need to confidently choose the right page, the right message, and the right action.

We had three big problems to solve:

1. Google was getting confused.
   Commercial machines/equipment content lived together and overlapped with informational electrospinning content. Result: mixed intent, weaker rankings, and pages competing with each other.
2. US growth needed sharper signals.
   US landing pages existed, but weren’t fully “activated” via navigation/internal linking—so they didn’t carry enough authority to win consistently.
3. The domain had legacy baggage.
   We found dozens of irrelevant legacy references tied to a French TV show that previously shared the Vivolta name. That noise can dilute topical authority and brand trust signals—so we cleaned it up.

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What we did

1) We separated intent like adults

When one page tries to sell and educate at the same time, Google doesn’t “reward ambition”—it splits the credit.

So we restructured the site so each topic owns a clear job:

• Commercial intent (buyers): Equipment / Machines / CDMO
• Informational intent (researchers & early-stage): What is electrospinning / medical electrospinning / guides
• US intent (target market): dedicated US pages prepared for stronger internal distribution

2) We built authority with a content engine (not fluffy blogs)

Because this is a niche market, you don’t “win” by posting random articles. You win by creating the best explanation on the internet for the exact questions buyers and technical teams ask.

So we:

• introduced a gated white paper for lead capture
• started rolling out a hub-and-spoke structure (in progress)
• expanded FAQs to catch long-tail, high-intent queries and reduce buyer friction

3) We cleaned the brand + trust layer

We identified and disavowed dozens of legacy URLs/backlinks associated with the domain’s historic French TV show references. That’s not glamorous, but it’s the kind of hygiene that stops irrelevant signals from dragging performance.

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4) We made paid media data trustworthy (then scaled)

On Google Ads, we didn’t chase vanity metrics. We built a validated acquisition system:

• refinement, exclusions, and tighter targeting
• controlled scaling once the data was clean
• tracking integrity improvements so conversion reporting reflects real leads, not bots/crawlers

The keywords we targeted (US focus)

KPI keywords (tracked)

• electrospinning equipment (commercial)
• electrospinning machines (commercial)
• electrospinning (informational)

Strategic non-KPI keywords (priority intent themes)

• electrospinning CDMO
• what is electrospinning
• medical electrospinning
• electrospinning specialist
• electrospinning company / companies
• electrospinning services / service provider
• electrospun medical devices

Results (the numbers Exco actually cares about)

SEO performance (6 months vs previous 6 months)

• Impressions: 28.3K → 50.3K
• Clicks: 2.28K → 2.36K
• Average position: 14.8 → 10.6 (closer to page 1)

What this means: visibility expanded fast (impressions), rankings improved (position), and clicks stayed stable while the site started appearing for broader early-stage demand—exactly what you expect in a category-building market.

Keyword movement highlights

• electrospinning equipment: 47.09 → 31.13 (strong improvement)
• electrospinning machines: 89.43 → 42.86 (major improvement)

Some high-intent non-KPI terms moved around (normal in niche markets while architecture settles). That’s why the next phase is consolidation + internal linking + US activation.

Paid media progress (July baseline → final 60 days)

• Impressions: 3,819 → 301,000
• Clicks: 225 → 2,060
• Conversions: 1 → 8
• Avg CPC: €1.88 → €1.64
• Impression share: 13.18%
• Top of page rate: 73.45%
• Absolute top rate: 35.13% (+16.6%)

What this means: we moved from “testing” to a competitively positioned, reliable system—including stronger presence against key competitors in the auction.

Technical performance (because speed still matters)

We also monitored page experience and handled performance issues as they appeared:

• identified periods of LCP / Core Web Vitals decline
• escalated and addressed them quickly
• kept key pages in “good page experience” territory to avoid avoidable drag on rankings and conversions

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What we’d do next (the 6-month growth sprint)

This is where the compounding happens:

1. Activate US pages properly
   Navigation + internal linking so the US pages become the primary ranking destinations.
2. Consolidate winners
   Make sure each keyword theme consistently maps to the correct page (machines vs equipment vs CDMO vs medical vs informational).
3. Finish the hub-and-spoke rollout
   Complete the educational cluster and white paper supporting pages so Vivolta becomes the reference point for the category.
4. Add demand generation (because the market is small)
   When search volume is limited, you don’t just “rank harder.” You expand awareness:

1. Thought leadership distribution (LinkedIn, trade media, conference recap content)
2. Remarketing and nurture loops
3. PR/industry mentions and partner visibility
4. AI discovery optimisation (see below)

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Services delivered

• SEO strategy + site architecture restructuring
• Technical SEO and site hygiene
• Content planning (hub/spoke + white paper journey)
• Keyword mapping (KPI + strategic intent themes)
• Google Ads optimisation + scaling
• Conversion tracking integrity improvements

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