Alloy Therapeutics ranked #37 for "antibody discovery" — the term their buyers actually search. Eight months after we rebuilt their site and brought in our SEO partner, they're #6. This biotech website case study is about owning a category, not just ranking for your name.
Branded search isn't a strategy. It's a ceiling.
Alloy Therapeutics had expanded from their core ATX-Gx™ transgenic mouse platform into antibody discovery, bispecific antibody development, and TCR mimics. But their web presence hadn't kept pace. The previous site had technical SEO gaps: default meta tags, broken redirects, crawl errors, and weak performance.
Most critically, Alloy ranked almost exclusively on branded search. If you searched "Alloy Therapeutics," you'd find them. If you searched "antibody discovery services" — the term their actual buyers use — Alloy was on page 4.
Site architecture + SEO, working as one system.
Wizardly redesigned and launched alloytx.com on January 10, 2025 — rebuilding the content architecture, page hierarchy, and design system. Huckleberry Branding, our SEO partner, began paid search management in November 2024 and organic SEO in February 2025.
Wizardly builds the structure. Huckleberry optimizes what's on it and drives targeted visibility through search. The two efforts work in tandem — and this case study reflects both.
From invisible to owning the category.
From page 4 to page 1 on every core term.
This is the core of the Alloy ROI case. Before the redesign and SEO partnership, Alloy was buried on page 3–4 for their most important terms. Eight months later, they own page 1.
| Keyword | Position Before | Position After | Δ | Clicks Before | Clicks After |
|---|---|---|---|---|---|
| antibody discovery | #37.88 | #6.82 | +31 positions | 17 | 65 |
| antibody discovery cro | #8.38 | #4.81 | +3.6 positions | 5 | 15 |
| tcr mimic antibodies | #35.28 | #5.35 | +30 positions | 0 | 8 |
| tcr mimic antibody | #42.55 | #6.40 | +36 positions | 0 | 7 |
| tcr mimetics | #9.65 | #5.85 | +3.8 positions | 2 | 8 |
| antibody discovery platform | #11.46 | #4.94 | +6.5 positions | 2 | 7 |
| antibody discovery platforms | #7.88 | #3.16 | +4.7 positions | 9 | 612 |
First you get visible. Then you get clicked. Then you convert.
The keyword gains translated into real traffic growth. Organic impressions doubled. Clicks are growing — but the impression-to-click gap signals opportunity, which is exactly what healthy early-stage SEO growth looks like.
97% cost reduction. 70× more volume.
While organic SEO was building, Huckleberry simultaneously rebuilt Alloy's paid search program. The efficiency gains are dramatic — from $8.47 per click in Q1 2024 to $0.26 by Q3 2025.
651 form submissions. 16 meetings booked. 7 months.
Conversion tracking began in February 2025, so there's no pre-launch comparison. But 7 months of baseline data shows the site is generating real pipeline across every channel.
| Channel | Form Submissions | Calendly Clicks |
|---|---|---|
| Direct | 193 | 4 |
| Organic Search | 175 | 9 |
| Organic Social | 148 | 1 |
| 60 | — | |
| Referral | 38 | 1 |
| Paid Search | 34 | 1 |
| Display + Paid Video | 3 | — |
| Total | 651 | 16 |
Paid ad. AI Overview. Organic result. Same page.
Search for "antibody discovery" today and Alloy appears in the paid ad at the top, in the AI Overview panel, and in the traditional organic results — all on the same results page.
This is the new reality of search. It's not enough to rank organically or run ads. The companies that dominate their category show up everywhere. That requires a site built with the right content architecture, optimized for search across every result type.
What worked — and what to watch.
We don't cherry-pick. Here's the full picture.
What Worked
"Antibody discovery" jumped from #37 to #6. The entire keyword cluster improved. Alloy went from invisible to page 1 across core service categories.
97% CPC reduction while scaling volume 70×. Hit record-high lead generation in August and September 2025.
651 form submissions in 7 months. 175 from organic search alone. The site generates real pipeline, not just traffic.
Appearing in AI Overviews, paid ads, and organic results simultaneously. A strategic moat most biotech companies haven't built yet.
What to Watch
Impressions doubled but clicks only grew 6.9%. Typical for new keyword positions — CTR takes time to mature as rankings consolidate. Meta optimization is ongoing.
Conversion tracking started February 2025. We can tell the search and lead gen story but can't quantify on-site behavior improvements the way we did for Ketryx and Sublime.
35,018 clicks generating 34 form submissions is a 0.1% conversion rate on paid. Volume and cost efficiency are excellent — landing page optimization is the next opportunity.
148 form submissions from social vs. 175 from organic search — social is punching above its weight. Worth investigating what's driving those conversions and doubling down.
If someone searches for your core service — not your company name — do you show up?
Most biotech companies rank for their own name and not much else. When a prospect searches the problem you solve, will they find you on page 1? And when they click, will the site convert them?
Start a ProjectOrganic comparison: Previous 8 months (Jun 2024–Jan 2025) vs. Post-launch 8 months (Feb–Sep 2025).
Paid comparison: Previous 11 months (Dec 2023–Oct 2024) vs. Post-launch 11 months (Nov 2024–Sep 2025).
Conversion tracking began February 2025; no pre-launch comparison available.
Keyword positions and traffic data sourced from Google Search Console and Google Ads.
Prepared by Wizardly · wizardly.co
See the work behind the numbers.
The results don’t happen without great design. Take a look at the visuals we created for Alloy during this project.
