>>  Search Engine Optimisation Success Stories

BirthNet    www.birth.com.au

BirthNet is Australia's premier pregnancy website and resource for pregnancy and birth information online. The site provides information about what women can expect from their pregnancy and even provides online pregnancy and childbirth classes.

Founders Catherine Price and Sandra Robinson felt that many people could benefit from having the option of completing their childbirth education classes online and having access to unbiased pregnancy information, written for the Australasian (and ultimately international) Internet user.

"BirthNet's online classes are structured to provide a convenient alternative for parents preparing for the birth of their baby. The site is especially useful for women staying in hospital during their pregnancy, those who are hungry for information, time poor, unable to access classes due to geographical isolation, or perhaps inhibited by group situations", says Ms Price.

>> Having been impressed by Web Rank's detailed Search Engine Compatibility analysis of the site, BirthNet asked us to provide a search engine marketing solution to ensure their site would rank well for regional pregnancy-related searches in their target market of Australia. One of the first recommendations we made was to remove existing "doorway" pages from the site, developed by an inexperienced or ill-informed SEO firm hired prior to Web Rank. Designed to trick the search engines, these doorway pages were ineffective and could have attracted "spam" penalties by the likes of Google if they had been detected. Luckily they hadn't and they were quickly removed from the site with the client's consent.

The next step was to conduct keyword research into the topic of pregnancy to produce a range of target keywords and phrases that would attract the most relevant traffic to the site. This was followed by an overhaul of existing Title and META Tags on each page, followed by extensive page copywriting to integrate new target keywords naturally into the site.
With the implementation of BirthNet's search engine optimisation campaign, Web Rank has achieved several top ten positions for the site across the world's most important search engines and directories. Below are just a few examples* :

Sample Search Engine Ranking:

* Please note that these rankings were current as of last month, some variations may have occurred since then due to regular search engine algorithm adjustments.

Remember that these ranking results were achieved even while competing with millions of other web sites targeting the same search terms. So what is the most obvious benefit of search engine optimisation? Traffic! Below is an actual example of the growth in site traffic BirthNet experienced as a result of their search engine optimisation campaign:

As you can see, within two months of the SEO campaign being implemented at the end of March 2003, site traffic increased by 96 percent from 27,793 visitors to over 54,500 visitors in the month of May 2003. Within 6 more months, traffic had increased by an incredible 242 percent to 132,088 visitors in the month of October 2003. That's a whopping 475 percent increase in traffic since the site was optimised! Search engine referrals now account for nearly 20 percent of all site traffic, a factor that can be attributed entirely to the impact of Web Rank’s search engine optimisation services. What's even better is that all this extra traffic is highly targeted, having found the site by conducting a search for keywords and phrases directly related to pregnancy information.

So what do BirthNet think of the results of their search engine optimisation campaign?

"We are extremely happy with the results that Web Rank achieved for us", said Ms Price. "In the last week, visitors have jumped from 1800 – 2000, to around 3,000 a day, which is great!".

Additional Information

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