Challenge
The primary challenge for Yourtoolkit.com was to significantly increase visibility and brand awareness across the organic and paid search channels. However, as a start-up organisation, there was not yet a structured strategy or focus on these channels.
By improving their site’s visibility, the Yourtoolkit.com team aimed to better aid the communities they assist, ultimately providing direct help to more people suffering from domestic abuse.
Approach
We initially conducted thorough keyword research for both SEO and Google Ads strategies. This led to our approach of SEO targeting longer tail keywords that we could be competitive in while our Google Ads approach centred around reaching those who need Yourtoolkit.com’s services the most—individuals affected by family and domestic violence. This integrated approach meant we could drive both awareness as well as impact real world outcomes effectively.
- Our SEO campaign involved working closely with the Yourtoolkit.com team to identify highly relevant content topics, gaps in the existing content and development of a content strategy to address these through utilisation of SIXGUN written content as well as briefing Yourtoolkit.com content resources.
- We also setup weekly checks to ensure all links on the website are working and not returning any response code issues—in the case of Yourtoolkit.com, these considerations are of heightened importance, as visitors may have limited time and space to access this sensitive information.
- Our Google Ads approach included the utilisation of a Google Grants account with both accounts optimised heavily towards bid strategies that could maximise the traffic value for the campaign budgets.
Results
SEO (January 2023 vs July 2024)
- 1806% increase in organic sessions.
- 1,706 increase in ranking performance for tracked keywords, including bringing the following terms onto page 1:
- domestic violence free loans
- domestic violence low interest loans
- information for renters facing domestic violence
Google Ads (July 2023 vs July 2024)
- 511% increase is Google Ads clicks.
- 60% reduced cost per click.
- 235% increase is Google Ads clicks (Google Grants account).
Testimonial
We are incredibly grateful for the support the SIXGUN team have provided to Yourtoolkit.com from the early days of our organisation. They invested time and effort into our SEO and Google Ads success and delivered significant results. We particularly appreciated David’s decision to invest SIXGUN’s time pro bono into Yourtoolkit.com when we were in the start up phase and not in a position to pay for their work.
SIXGUN took pride in collaborating with our team and really understanding our mission and the nuances of working with our organisation to support victim survivors of abuse. Not only did they deliver results for us, they built capacity within our team by taking the time to explain and analyse SEO and Google Ads methods and results and upskill our staff to enable further understanding.
Their corporate giving strongly contributed to our growth as an organisation delivering an online service to victim survivors of domestic abuse. We are now a national organisation delivering to service users across Australia.
Penny Fegan – CEO at Yourtoolkit.com
