Digital PR & SEO delivers for leader in online healthcare testing
Better2Know is the UK’s largest private provider of sexual health services. Their award winning and innovative service offers nationwide clinics, with same day or next day appointments, as well as home testing kits, for a number of STIs and medical problems.
Our brief was to generate greater online visibility for Better2Know in search engines, as well as to drive relevant traffic to the website. We were also tasked with generating significant brand awareness for the leading sexual health provider online via digital PR.
Our first challenge was to find a way to build the authority of Better2Know’s website in search engines so that it had the opportunity to rank competitively against others offering similar services. This was no easy task, given the competitive search landscape, but one that our team relished. To meet this objective, we needed to go beyond simply exploring various technical SEO fixes on the site. We needed to help build content on the website to better optimise it for search engines, with a coordinated effort on building quality and topically relevant backlinks to strength the authority of the domain. Another key challenge was to build trust with key audiences who may not have heard of the brand before, and to generate significant brand awareness in the health and wellness media, a space which is notoriously competitive for challenger brands to crack.
Much of our focus was on bolstering the authority of the website via a series of targeted digital PR campaigns that generated a significant number of backlinks and media placement in national and regional online media. To build the digital PR campaigns we minded data on STIs and other medical issues (such as cervical cancer) from Public Health England data to create national and regional stories which revealed the regions that are ‘hotspots’ for these medical issues. We also worked with Better2Know to identify a panel of medical spokespeople that we could use for newsjacking in the media. This involved us pitching out to the national health media in response to key sexual health news and awareness days, and it was a successful strategy for building media relationships and securing top tier national coverage. As part of our digital PR work, we also launched a new STI service to the media, securing a flurry of national media placements and backlinks which built brand awareness and bolstered the authority of the site.
In addition to the PR, we also worked with Better2Know to create technical SEO recommendations and to provide strategic advice on creating new content which would better target search opportunities and build trust signals with visitors on their website.
The campaign was a massive success, with our digital PR efforts securing hundreds of backlinks in leading national media titles and being recognised as a Finalist for ‘Best Use of PR in a Search Campaign’ at the UK Search Awards. Through our PR, content and SEO efforts, their website also experienced significant month-on-month and year-on-year grow in relevant organic traffic.
Our PR activities generated over 150 quality backlinks for Better2Know, with media placements and follow links in key national media outlets. This included in leading titles such as the Sun, the Metro, the Daily Mail, Cosmopolitan magazine, the Huffington Post, Elle magazine, Women’s Health, the Evening Standard, the Daily Mirror, the Daily Star, Health & Wellbeing, PopSugar, Healthista, Happiful, Yahoo!, Woman’s Own, BJM, Good To Know, among many more national and regional media outlets.
The digital PR for Better2Know has been a massive success, with the results of the campaigns leading to hundreds of top tier media placements and a place as a Finalist for 'Best Use of PR in a Search Campaign' at the UK Search Awards. Not only has the PR landed Better2know in front of key audiences, but it has also generated a huge number of quality backlinks which has helped to drive a significant rise in SEO performance.Amy Soper Head of Client Services
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