Leukaemia & Lymphoma Research
Search engine optimisation campaign for Leukaemia & Lymphoma Research
Project Description
Leukaemia & Lymphoma Research (LLR) is a blood cancer charity (now Bloodwise). Their mission is to eradicate blood cancer, through research and related patient activities. LLR wanted to develop campaigns to promote and assist research into all aspects of blood cancers and advance the public understanding of blood cancers. The specific objectives were to:
- Increase brand awareness
- Increase the volume and value of online donations
- Increase the number of blood cancer patients able to find LLR online
- Reduce LLR’s dependency on Google Adwords PPC advertising to generate keyword visibility on Google
Our Approach
As well as building awareness, our strategy was to split their audience into 4 target markets (patients, donors, healthcare professionals and the public) and develop specific campaigns to reach each audience. We focused on content optimisation to improve the site’s relevance and content syndication to help build LLR’s online authority.
Our specific tactics included:
- Identify key phrases, media sites and online communities used by patients/ their friends and family looking for information about blood cancers
- Manage search engine optimisation campaigns to increase visibility of patient information on “living with cancer” through structuring patient stories higher in the website architecture
- Manage content syndication campaigns on topics relating to cycling, marathon and active lifestyle sites to increase fundraisers and event signups
- Recommend content strategies to helping patients and donors connect with each other more easily and provide support across Facebook and Twitter
- Measure the performance of the campaigns using Google Analytics
Technical Audit
Page Optimisation
Link Generation
The Results
Working in partnership with Leukaemia & Lymphoma Research we’ve achieved the following:
- 39% increase in all traffic to the site within the first 8 months; 73% of which were new visitors to the site.
- 10+ relevant traffic driving keywords achieved page one rankings on Google UK, including “charity bike ride”, “cancer charities”, “myeloma” & “cancer research christmas cards”.
- 22% increase in direct traffic to the website within the first 8 months
- 28% increase in donation revenue from organic search traffic within the first 8 months
Client Testimonial
“Genetic Digital impressed us with their understanding of healthcare SEO strategy and their bespoke approach to our needs. Their initial strategy suggestions were followed through with high quality planning and execution of our search engine optimisation campaign, and we’re very happy with the results they’ve achieved. We enjoy an open, collaborative relationship and certainly feel that working with Genetic Digital was the right decision to help us beat blood cancer.”
Head of Marketing Services at Leukaemia & Lymphoma Research
