Improving the organic rankings

for CARE fertility


Project type

SEO case studies



Live date

OCT 2019

Turning round a three year decline

in organic rankings in two months

The challenge

CARE Fertility had been losing visibility after every Google algorithm update for the past three years, resulting in them increasing their Google Ads spend by 229%. The company couldn’t afford to keep spending this money, and needed us to help them increase their organic rankings and regain their visibility for key search terms.

The idea

We discovered and implemented 30 key actions using Umbraco CMS, DNS, and Tag Manager, as well as submitting a new sitemap to Google Search Console that would remove duplicated and outdated content.

Site speed was also an issue, so we removed unused tags from the header and redeployed a container in Google Tag Manager. Video loading and non-essential scripts were deferred, while JavaScript was reduced, improving page load time by more than a second.

The results

We turned CARE’s three-year slump around in less than two months, seeing their visibility increase by 19.8% and return to pre-update levels. Conversions on the site also increased drastically by 134.99%, while bounce rate decreased by 18.85%. 322 valid pages were now listed in the sitemap, opposed to 800 that had been pulled before. New users went up by 39.79%, showing that more people were finding, clicking, and converting on the site.

For the first time in the site’s history, it now ranked first for IVF and IVF clinic, while a further 142 keywords made it to Google’s first page.


Increase in conversion


Reduced bounce rate

+ 40%

New users


Valid listed pages


Page 1 rankings

Page 1

For ‘IVF’ and ‘IVF clinic’


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