- Search Engine Optimisation
- Content & PR
Building trust and visibility in a niche healthcare market
Background
Smart Cells is the UK’s first private cord blood stem cell storage company, providing stem cell collection and banking services for over 20 years. As a trusted name in a scientific and sensitive space, Smart Cells needed a digital strategy that communicated both credibility and clarity. Bronco has worked with Smart Cells for nearly a decade, leading their SEO, content marketing, and digital PR to strengthen their online visibility and authority.
Objective
As a high-consideration product with a long decision-making cycle, Smart Cells required a strategy that brought in potential customers early, answered key questions, and built trust. Our goals were to:
- Attract top-of-funnel traffic through valuable, localised content.
- Position Smart Cells as a scientific and compassionate authority in their field.
- Secure organic backlinks and brand mentions through PR and content outreach.
- Ensure content adhered to Google’s EEAT guidelines.
- Maintain strong technical SEO across a multilingual site.
Solution
In a sector where credibility, clarity, and empathy are non-negotiable, we designed a multi-layered SEO and content strategy tailored to the unique demands of high-consideration healthcare decisions. From technical excellence to emotionally intelligent storytelling, every element was engineered to grow visibility, build authority, and guide expectant parents through complex research journeys with confidence.
Educational SEO for complex consumer decisions
We developed a comprehensive content strategy designed to meet the needs of expectant parents researching stem cell banking. This included ongoing keyword research across markets, content that answered real user questions, and regular updates to evergreen articles to maintain visibility. Schema markup and structured data were applied where appropriate to enhance Smart Cells’ presence in search features and AI Overviews. Technical SEO ensured the multilingual site was correctly structured for international audiences, while site updates and redesigns were carefully managed to protect search performance.
Digital PR and link building for brand authority
To support organic growth and build authority, we launched ongoing digital PR campaigns focused on useful, empathetic, and brand-aligned stories. Collaborating with Smart Cells’ in-house experts, including medical professionals, we produced content that translated complex science into accessible information. Through newsworthy campaigns and relatable parent-focused content, we earned placements in high-quality publications such as The Bump and The Parenting Daily. This approach generated valuable backlinks and reinforced Smart Cells’ expertise in the eyes of both consumers and search engines.
Ongoing optimisation and knowledge hub development
A central element of our content strategy has been the creation and continual development of the Smart Cells Knowledge Hub – a user-friendly resource for parents before and after birth. This hub includes FAQs, educational articles, and real-life stories that help parents make informed decisions. Content performance is monitored closely, and high-performing articles are refined to maintain rankings and engagement. Our work has also supported the development of lead magnets and assets that feed into broader email and social campaigns.
Outcome
Smart Cells’ digital presence has grown significantly as a result of this integrated approach. Impressions for commercial keywords have increased by 30% year-on-year. Key Knowledge Hub content now generates over 5,000 views annually per article, with high engagement and retention rates.
Smart Cells content consistently ranks in the top positions for important queries – often outperforming direct competitors. The site has gained high-quality links from publications like The Bump and The Parenting Daily, reinforcing both SEO and brand credibility.
Today, the brand is seen as a leading, trustworthy voice in the space – thanks to a strategy that respects the complexity of the product and the needs of its audience. Bronco continues to support Smart Cells in developing new campaigns that generate leads, build trust, and maintain their leadership in a specialist healthcare market.