Written by Caroline Cox on Feb 1

VIOS Fertility Partners with HawkSEM for Successful SEO Value & Paid Search Program Migration After Kindbody Acquisition

family walking outside

VIOS Fertility is a Chicago-based state-of-the-art IVF laboratory and fertility clinic. Through innovative embryology services, the company aims to enhance patient experience and scientific outcomes to help people overcome fertility challenges. Along with fertility treatments, the VIOS team offers patient consultations, performs exams, and delivers IVF procedures in one convenient location.

In early 2022, VIOS was acquired by Kindbody, another leading fertility and family-building care company. The merger (at a $1.2 billion valuation) allowed Kindbody to expand its national footprint and double its clinics nationwide. 

The Challenge:

Prior to the merger, VIOS Fertility came to HawkSEM in search of SEO, Google, Bing, and Facebook Ads management. When the acquisition news came and we learned that VIOS would be joining the Kindbody family, our initial strategy pivoted.

Our team now had to prepare for a branding change and website migration. Ultimately, we needed to help transfer the SEO value of VIOS to Kindbody, as well as bridge the gap between the different campaign and ad group setups in all paid accounts. 

The Solution:

The HawkSEM team leveraged our exclusive Migration Checklist to help guide the migration. This way, we could easily account for all the necessary aspects required to maintain performance. From conducting a content audit to mapping 301 redirects, we meticulously took all the steps needed to ensure that no user experienced a broken page and that all ads pointed to relevant newly branded messaging to ease the transition for users.

Additionally, we built and implemented new paid campaigns for expanded locations, configured and tested new landing pages and forms, and troubleshot conversion tracking after launching the new site.

“Thank you all for the incredible effort and help you provided us with over the course of the merge project. I so appreciate you, and we literally could not have done it without you.” – Jesse Fiest, Director of Website Performance, Kindbody

The Results:

While partnering with HawkSEM, VIOS Fertility/Kindbody was able to: 

  • Increase the total terms ranking for the website by 74%
  • See a 128% increase in organic new users to the website
  • Increase organic website sessions by 128%

About HawkSEM

Our mission as an agency is to dramatically improve your digital marketing results. HawkSEM brings a mix of senior industry experts, ConversionIQ (our smart way of marketing to drive more revenue), and constant optimization to transform your paid search, paid social, remarketing, SEO, content marketing, and everything in between. We go above and beyond, working with you to create the perfect digital marketing strategy for your business. Learn more at hawksem.com.

This entry was posted in Case Study, Resources on by .
Caroline Cox

About Caroline Cox

Caroline is HawkSEM's senior content marketing manager. Through more than a decade of professional writing and editing experience, she creates SEO-friendly articles, educational thought leadership pieces, and savvy social media content to help market leaders create successful digital marketing strategies. She's a fan of reading, yoga, new vegetarian recipes, and paper planners.