Working in conjunction with Growing Generations, a fertility organization we have worked for, Fertility Futures International is where couples and individuals seeking to become parents go for their sperm and egg donation and surrogacy services.
The client was largely happy with the overall design of the site but they were hugely disappointed with its performance, particularly with regard to the search engines. Putting the company name into an engine would usually find the company, but that is not what the average person will search for – they will be looking for their services and geographical location and might not even be aware of the company’s existence. They commissioned Koves to get their search engine visibility up to workable levels in order to generate new customers from around the world.
Websitehttp://www.FertilityFutures.com
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The Challenges Our initial audit of the site’s visibility threw up some glaring issues straight away. First there was the deployment and density of keywords and key phrases, which had seemingly not been taken into account during the original build. This meant that the actual phrases potential customers typed into search engines did not appear on the site, and therefore sites that did include them in prominent places would almost inevitably rank higher. Second, the site allocated session ids to not just visitors but also search engine spiders, so multiple copies of each page were being indexed. This has two drawbacks:
As a result, Google was sending only 275 visitors a month to the site. |
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The Solution Koves embarked on a complete rethink of the site’s optimization. We decided on a two-pronged strategy: increasing the organic searchability whilst initiating a PPC campaign (with the option of scaling this back once organic results improved). After some extensive keyword research, we incorporated the chosen words and phrases into the body copy and meta tags. We also removed the session id mechanism and replaced it with a simpler site map structure. Finally, we set about building the number of links coming in through directories, related sites and social media outlets. In parallel we set up a PPC account and used the keyword analysis to create a focused and effective campaign. |
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The Results As PPC works instantly, so did the improvements in visitor numbers. Twenty-two keywords attained top 10 rankings, thus appearing on the first page of results, and a further 37 made it into the top 20. If we ignore paid clicks completely, the organic results from Google alone soon gleaned almost double the targeted traffic – jumping from 275 a month to 495, and if all the search engines’ results are combined, the number more than doubled, rising by 104% from 504 to 1029; these results will grow further as the site matures in the eyes of the search engines. |
