Campaign Goals / Challenges
The biggest challenge working in this space was the massive amount of unknown – we had next to no data available on the keywords that we were to be targeting, because this was such a new thing – this meant quite a bit of study of the space, the terminology that was being used in the media, and ultimately devising a plan from some educated guesses.
We forged ahead with the plan, with a few minor tweaks as we were able to create our own data, and saw things absolutely fly from there.
Sonic Travel Testing is a brand under the umbrella of Sonic Healthcare, offering PCR Travel Testing for COVID-19 during some really trying times, and with some very heavy demand on pathology labs during high-travel periods.
The campaign with Sonic Travel Testing started from scratch, with no website or presence in the space. This led to a full strategy session with the website being designed and built around our suggestions.
Within a couple of months we saw some absolutely insane numbers coming through, tweaked the plan as we went, and saw things improve again from there.
After 2 months of setting the foundations and making changes on the fly, we saw an influx in searches come the Christmas holidays at the end of 2021 and we were able to capture traffic from this thanks to our solid setup, great user journey, and most importantly, really great keyword rankings.
Finding the right keywords for this campaign were difficult because there had previously not been a lot of searches for the terms we knew we needed to target. In an unknown space, some of the terms that we would end up targeting had not even been created yet.
This proved challenging, however we worked through this process over and over, and ended up with 82 (60%) of our targeted keywords ranking #1 in the first 3 months of the campaign – outranking government websites in many cases.
This has continued to grow over time, and the website now ranks for 366 different keywords in the #1 position, continuing to drive heavy amounts of traffic to the website.