Growing Generations LLC is a ground-breaking company dedicated to making the connections between people seeking parenthood and those wishing give the gift of parenthood. This is achieved in three ways: sperm donation, egg donation and surrogacy. The company is non-judgmental on sexuality or marital status and has helped couples and individuals to become loving parents.
The company already had a website divided into the three categories, but lacked a focused and effective marketing strategy to bring in numbers of visitors and, therefore, donors and would-be parents. Their brief was for us to increase traffic and make searches produce better results.
Websitehttp://www.growinggenerations.com/
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The Challenges The main challenge was to direct specific searches to their respective parts of the website and to introduce an international element to the strategy. People are prepared to travel the world to find a suitable donor or surrogate, especially nowadays when ethnic groupings are not restricted to small geographic areas. |
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The Solution To achieve the desired results, Koves set about a wholesale renovation of Growing Generations’ on-page optimization strategy, the ineffectiveness of which we found to be the root cause of their lack of searchability and exposure. We started with the time-served basics: creating more descriptive, keyword-rich page titles and meta tags. While we had the hood open we inserted the Google Analytics code on every page so that we could track visits and see if (or where) visits were going astray. We then had a good look at their existing PPC campaign and found that there was real scope for optimization, following up our analysis with some significant updates. We also internationalized the PPC campaign by having the Adwords ads written in Spanish, Italian, French and German, thus covering 800 million people if we count first languages alone. |
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The Results Thanks to our keyword research and the instant nature of pay-per-click, the results were startling and almost instant. Website hits increased by 215% and new visitors increased by 300%. The organic results soon started to catch up, too, with no fewer than 22 targeted keywords taking the site from outside the top 100 results to the highly prized no. 1 spot. Putting the keyphrase “gay surrogacy” into a search engine used to get the site effectively nowhere – over 1000 entries from the top. But within three months of completion the same phrase was hitting number one. |
