Better2Know

Better2Know is the expert in HIV, STI and STD testing, serving thousands of patients every year. We have tailored our panels of tests to fit your needs, from individual tests to comprehensive panels designed by World Experts in the field of HIV and Sexual Health.

We were contracted to work with Better2Know on their SEO and Google Ads, to assist them in increasing their digital footprint and bringing in more leads. The brand is highly established in the UK but needed assistance in South Africa.

Success Drivers

• • Keyword Research  – After conducting comprehensive market research, auditing the UK account and performing keyword research, we figured out that most of the leads being generated were from a handful of terms that would not be sustainable. 
  • On-Site SEO – We implemented new keyword positioning on the website to avoid an inevitable drop in leads, and to give the website greater indexation and visibility.
  • Campaign Structure – The campaigns were far too broad, lacked consistency and didn’t make use of many of the features that Google Ads provides.
  • Campaign Optimisation – We performed highly frequent optimisations on the campaigns, leveraging negative keywords to rule out terms that had informational intent rather than commercial intent.

Outcome

• • Year over year, the website grew 44% organically.
  • Leads went up by over 80%.
  • The percentage of new users coming to the website increased by 49%.