Organic Reach for SH:24

Expanding Organic Reach for SH:24

38%

informational keyword coverage

Improving public education impact

51%

Rise in conversion actions

Reflecting increased engagement with key digital services across the platform.

45%

Total organic traffic growt

From ~54K to nearly 80K monthly visits

The Challenge

SH:24 offered a vital service—but its ability to reach users organically was limited by:

Low visibility for non-branded, high-intent health queries, such as “free chlamydia test” or “how to get birth control online”.
Limited technical optimization and inconsistent use of structured data across landing pages.
Heavy competition from commercial providers with large SEO budgets.
A delicate balance between informational accuracy, user privacy, and SEO scalability.

We were tasked with helping SH:24 increase organic discovery while preserving the brand’s ethical standards and clinical credibility.

Our Approach

We adopted a purpose-driven SEO strategy rooted in accessibility, equity, and precision. Our approach prioritized:

Equity-Driven Keyword Research

We identified underserved search terms related to sexual health—especially those tied to privacy concerns, underserved demographics, and NHS services—and mapped them to existing or new pages.

Trustworthy Content at Scale

We worked with SH:24's clinical and content teams to expand articles, FAQs, and testing guides using plain language, ensuring Google visibility without compromising medical accuracy.

Technical SEO and Accessibility Enhancements

Core Web Vitals, semantic HTML, and mobile performance were audited and improved to meet both SEO and accessibility standards (WCAG compliance).

Internal Linking & Navigation Strategy

We simplified site structure and introduced internal links across testing, contraception, and treatment pages—guiding users to complete journeys from question to action.

Local & Service-Area SEO

We created and optimized service-location content (e.g., “sexual health testing in Southwark”) to support regional visibility and NHS catchment compliance.

The Solution

To position SH:24 as a go-to authority for online sexual health services, we implemented a structured framework focused on five key priorities:

1. User-First Keyword Strategy

We targeted privacy-conscious, non-branded queries such as “discreet STI test delivery” and “free emergency contraception UK”, helping SH:24 appear in front of users at their moment of need.

2. Content Revamp & Expansion

Dozens of clinical guides were rewritten in a more accessible tone, paired with actionable advice, and embedded with schema for FAQs, medical conditions, and how-to content.

3. Site Performance & Compliance Optimization

We reduced load times by 48%, improved HTML structure for screen readers, and ensured site-wide Core Web Vitals compliance on both desktop and mobile.

4. Localized SEO for NHS Regions

Pages targeting regional health authorities (e.g., “STI testing in Camden”) were launched and optimized for hyperlocal relevance and service-specific intent.

5. Authority Signals & Link Acquisition

We earned backlinks from UK health blogs, local councils, universities, and clinical research partners, all reinforcing the site’s trustworthiness and legitimacy in search.

Results & Impact

Through ethical SEO practices and public health-aligned content strategies, SH:24 achieved scalable results that translated directly into improved access to care.

Year 1

Visibility & Relevance Established

Non-branded traffic increased by 19%, and the number of keywords in top 10 positions rose by 22%, especially around STI testing and contraception terms.

Year 2

Local Discovery & Engagement Boosted

Traffic from localized searches grew 37%, with strong rankings for city- and borough-specific searches (e.g., “STI test Lambeth”), and CTA clicks rose 42%.

Year 3

Sustained Growth & Equity in Reach

Organic sessions rose 45% overall, 63% of which came from non-branded queries. Thousands of users accessed free health services as a direct result of organic traffic.

Rachel Walters

Head of Digital Strategy

Working with Kensho Media allowed us to reach people who needed confidential care but didn’t know where to turn. Their respectful, data-informed SEO approach helped us scale our impact without compromising clinical standards.