Leukaemia & Lymphoma Research.

Search engine optimisation and PPC advertising campaigns

  • Content Marketing

    Collaborating with LLR in developing content marketing plans, writing and optimising copy

  • Technical & Creative

    Working closely with LLRs in-house web development team to develop and optimise new digital assets

  • Optimisation

    Managing and optimising on-going healthcare SEO and paid search campaigns to help increase donation income

Project Description

Leukaemia & Lymphoma Research (LLR) is a blood cancer charity (now called 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 Solution

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:

  • Identifying key phrases, media sites and online communities used by patients/ their friends and family looking for information about blood cancers
  • Managing search engine optimisation campaigns to increase visibility of patient information on “living with cancer” through structuring patient stories higher in the website architecture
  • Managing content syndication campaigns on topics relating to cycling, marathon and active lifestyle sites to increase fundraisers and event signups
  • Recommending content strategies to helping patients and donors connect with each other more easily and provide support across Facebook and Twitter
  • Measuring the performance of the campaigns using Google Analytics
Google-Yahoo-Bing Logos

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

“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, Leukaemia & Lymphoma Research