Back Story
This client is a Doula specializing in providing comprehensive support for women and families throughout the prenatal, birth, and postpartum stages. The majority of her traffic was coming from referrals from an agency directory she was apart of.
Her goal was to increase organic search on the website so they weren’t as reliant on the agency directory.
Challenge
Despite her growing reputation and strong client feedback, the core of the business heavily relied on an external directory to bring in new clients. This dependence limited her ability to attract a steady flow of organic clients directly from her website. Consequently, her website traffic and client inquiries were constrained, which restricted the autonomy and growth of her client acquisition process.
Action
The primary approach was to perform a comprehensive SEO audit to establish a baseline for our efforts focusing on three categories.
- On-Page SEO
- Technical SEO
- Off-Page SEO
Audit Findings
During the audit I discovered that the clients website was not optimized properly. There were several issues with site structure, content, and performance.
- Our client’s website wasn’t utilizing proper title and headings tags (H1, H2, etc.) which made content less accessible and harder to index.
- Our client had pages that were ranking but were not ranking for keywords that were relevant to the business and the services it offered
- Our client’s competitors were not making content or updating their websites so we saw a major opportunity to create content with high search intent
Keyword Research:
Identified keywords that would be easy to rank for, while also having the ability to drive non-branded traffic to the website.
Result:
I was able to increase Total clicks by 513% and Total impressions by 612% which resulted in more doula booking requests with her best month (March) receiving over 22 inquiries. For context this doula typically takes on 3-4 clients per month so having 22 inquires outside of the agency referrals was a major win for us.
