YourIVFSuccess
Working with the University of NSW to improve access to accurate IVF information.
*White labelled services as part of Paper+Spark.
Challenge
In Australia, 1 in 6 couples struggle with fertility. But the information landscape around IVF is fragmented with commercial content from private clinics competing for the attention of couples looking for reliable IVF information.
YourIVFSuccess is the only provider of independent, academic and government-funded data on success rates in Australia, providing an invaluable resource for would-be parents navigating the IVF process. However, the site was ranking poorly in search, and awareness of the tool was non-existent.
Insight
When analysing search behaviours, we noticed three main drivers when deciding on an IVF clinic:
Clinic success rates
Clinic location, and
Treatment costs
In its original form, the site was not optimised for the high volume of location-based searches and was therefore missing opportunities to rank and attract traffic.
YourIVFSuccess’s target audience are also heavy users of social media, particularly Facebook, Instagram, and YouTube. Without a presence on these channels, YourIVFSuccess were failing to reach its audience.
Strategy
To target location-based searches, we needed to make significant changes, like:
Updating the website’s taxonomy
Create location-specific content pages
Developing a clickable map to improve UX, and
Establishing internal linking structures using a browse by location module.
While all website changes were made with SEO in ind, the new location pages also doubled as campaign landing pages for our search campaigns for immediate visibility and impact.
We also identified a need to raise awareness of YourIVFSuccess to help support Australians earlier in their fertility journey. We launched social and YouTube campaigns to increase awareness and traffic at very cost-effective rates.
Outputs
SEO
Keyword Research
Taxonomy
16 page content plan
Clickable map
Internal linking module
Creative
UX design
Media
Google Search
Google DemandGen
Meta
Analytics
Report automation
Executive-level dashboard
Results
762%
Increase in sessions
164%
Organic traffic increase
28
Top 3 rankings
86
First page rankings