A content strategy for Shift.ms to rank for generic MS symptoms, diagnosis and treatment search terms
Shift MS engaged us to help create a content strategy that helped people on their MS journey and ensure there was content to support them no matter what stage they were in.
-
175%
OF PAGE 1 KEYWORDS
-
241
NEW KEYWORDS RANKING
-
12,000
BRAND NEW VISITORS BY MONTH 2
The Challenge
The Shift.ms website was initially focused on driving people to the forum. The positioning was centred around user-generated content and community - connecting those living with multiple sclerosis with other ‘msers’.
Whilst the website drove a good amount of traffic it was landing on forum pages that were not contributing toward driving conversion. There was no visibility for the charity for any generic multiple sclerosis terms and no content to support people at different stages of the MS journey.
On engaging Honcho, the main goal was to develop a strategy that would allow Shift.ms to gain visibility for MS terms - but more importantly, support people at all stages from symptoms, to diagnosis, to living with the condition. We were also tasked with making the content work for msers but also for family, friends and carers wanting to find more information.
Strategy
The aim was to create an SEO optimised website to provide the audience with a view of the MS journey and ensure there was content to support people no matter what stage they were in. We had to strike the balance between being visible and relevant but also sensitive in delivery, particularly in the early stages of diagnosis.
The target audience:
- People wanting to learn about MS.
- People with MS Symptoms and unsure what they meant.
- People going through the MS diagnosis and what to expect.
- People going through treatments for MS.
- People who were living with MS, whether this was the individual, or family, friends and carers so they could learn more and prepare for the journey themselves.
Our data led approach consisted of:
- completely redesigning the navigation
- creating brand new sections on the website
- building 20 new pages with long form content
- adhering to E-E-A-T guidelines by approving all content via an MS nurse
- Developing an internal linking strategy
Results
- +175% of page 1 keywords
- 241 new keywords ranking
- 12K brand new site visitors by month 2
Explore More Case Studies
-
Bondi Sands
Content, SEO
Increasing blog sessions by 1,688% for aussie beauty brand Bondi Sands
VIEW CASE STUDY
Get in touch
Our Search Marketing Services
-
Paid Search
Turn high-intent search demand into revenue through expertly optimised PPC campaigns.
PPC SERVICES -
Digital PR
Build authoritative media signals that support rankings and brand trust.
DIGITAL PR SERVICES
Latest Blogs & Articles
-
Search is Changing: What That Actually Means for Brands
Search isn’t going anywhere But the way people use it is shifting.For years, search has been about showing up and winning the click. That still...Read Article → -
How car dealerships can win at local SEO
Local SEO still plays a huge role in how car dealerships win enquiries, test drives and aftersales demand. While many buyers are willing to travel...Read Article → -
Search Everywhere: Why Google Isn’t the Only Search Engine Anymore
How Search Behaviour Is Changing Across TikTok, Reddit, YouTube, Amazon and AI For years, search engine strategy meant one thing: Google Search. Brands invested heavily...Read Article → -
Ecommerce PPC: a guide for success
Unlock the potential of ecommerce PPC with this comprehensive guide to drive success and boost sales. What is PPC for Ecommerce? PPC stands for Pay-Per-Click,...Read Article → -
PPC vs Google Ads: Understanding the Key Differences
Learn the key differences between PPC and Google Ads and how they impact your online advertising strategy.Read Article → -
Google Ads Demo Slam: What’s New, What Matters, What To Do
Google has lifted the lid on a wave of AI-powered updates that promise sharper targeting, faster creative, and clearer reporting. Below is a simple walkthrough...Read Article →
