DNALabs is one of Australia’s leading paternity, relationship and immigration DNA testing laboratories. NATA-Accredited and one of the brands under the Sonic Healthcare umbrella, they offer reliable DNA testing services for a range of purposes. DNALabs has been widely known in the healthcare and DNA testing space for decades, with a tremendous amount of trust behind the brand.
The goal of this campaign was to increase traffic and brand awareness for DNALabs, as well as to create a competitive edge over some of the biggest healthcare companies in Australia.
This campaign came with a challenge, as we commenced the campaign just as one of the DNA tests available on the website was discontinued, and the content removed along with it.
This gave the SEO team the challenge of improving keyword rankings for the tests that remained, while counteracting a drop in traffic from the removal of content from the website.
The first 2 months were a difficult balancing act, but by month 3 we really started to see the fruits of our labour.
By month 3, we saw organic sessions increase by 14.19% and organic users increase by 15.03% compared to the previous month.
By month 3 we also saw our monthly organic traffic exceeding the previous year’s – and not only slightly, we saw a 15.1% increase in organic sessions compared with the year previous – which included the content that was removed.
Through conversion rate optimisation we were able to clarify messages and improve the goal conversion rate by 10.55%