The client
Hyperemesis Australia is a non-profit organisation run by people with lived experience of hyperemesis gravidarum (HG), a severe morning sickness that affects 2-10% of pregnancies. Their mission is to support those affected by HG, provide useful resources, and advocate for better healthcare practices. Through community-driven efforts, Hyperemesis Australia offers peer support, education, and a safe space for sufferers and their families, ensuring no one faces HG alone.
The brief
For those suffering from hyperemesis, googling symptoms is often the first step in recognising their condition and accessing help. Hyperemesis Australia came to us to build awareness for their cause, and ultimately reach the right people through organic search. At the time they approached us, their website was not showing up on Google, and they were missing out on providing answers and solidarity to those who need them the most.
The solution
Our approach began with defining their target audience, taking into account the behaviours, pain points, motivations, and goals of those affected by HG. This helped us conduct in-depth keyword research, focusing on terms and questions people experiencing HG symptoms during their pregnancy might search for.
We then recommended a website structure optimised for search engine discovery, ensuring key topics were easily accessible. To build upon our SEO efforts, we developed a content plan to empower Hyperemesis Australia’s founder to pen SEO-focused articles, further driving awareness and engagement for those seeking support.
The result
Hyperemesis Australia went from not showing up at all on Google results to currently ranking in the top 10 for many high volume keywords relating to the topic, like ‘hyperemesis’ and ‘HG’. The team at Hyperemesis Australia was stoked to see their online presence strengthen as a result of the project, along with having the right tools on hand to continue growing their content marketing efforts.
Through an in-depth content strategy and website SEO plan, we helped Hyperemesis Australia strengthen their presence in organic search and help those struggling with the condition find answers.
