Diabetes WA

Organic search visits up 61% year on year for WA’s peak diabetes body — driven by health content and a product range that now ranks, not by brand searches.

Organic search visits

Visits to the top new product page, from zero

Flagship health article traffic

Extra organic visits vs the same period last year

Diabetes WA is the peak body supporting Western Australians living with diabetes.

Education programs that help people manage their condition, support services that connect them with others who understand it, and a shop stocking the meters, sensors and supplies people rely on every day.

The people who need those services rarely search for “Diabetes WA”. They search for the product in their hand, the question keeping them up at night, or somewhere to turn after a diagnosis. That is where the organisation needed to be found.

When PWD took on Diabetes WA, the gaps were clear:

• The shop was invisible in search: people looking for a specific meter — an Accu-Chek Guide, a Contour Next — could not find Diabetes WA’s product pages at all. Those pages had zero organic visits.
• Health content was underweight: the questions people living with diabetes actually ask were not being answered on the site, so that traffic went elsewhere.
• A new support section launching from nothing: the /connect section — the front door to peer support — was about to go live with no search presence.
• Brand searches could only go so far: the people who already knew Diabetes WA were already finding it. Growth had to come from everyone else.

Made the product range findable

Proper pages for the products people search for by name. The Accu-Chek Guide page went from zero to 1,484 organic visits in six months; the Contour Next page from zero to 1,156. People who need these supplies now find them through the organisation that exists to support them.

Grew the health content that earns its place

Content written around what people living with diabetes actually search for — practical, credible, and reviewed with care because this is health information, not marketing. The flagship article, “6 sporting heroes living with type 1”, grew from 1,303 to 1,863 organic visits year on year.

Launched the /connect section visible

The new peer-support section went live with search in mind from day one, and picked up 668 organic visits in its first six months — people finding their way to support who otherwise would not have.

Fixed the foundations

Site structure and technical signals tuned so product pages, health content and support services each present clearly to search engines — a base the whole site now grows from.

Comparing March–August 2026 with the same six months in 2025 — organic search traffic, from Google Analytics:

• Organic visits are up 61% — from 19,432 to 31,328. That is almost 12,000 more visits from people looking for diabetes products, information and support.
• The product pages rank from a standing start: Accu-Chek Guide went from zero to 1,484 organic visits, Contour Next from zero to 1,156.
• Health content keeps growing: the “6 sporting heroes living with type 1” article rose from 1,303 to 1,863 visits — up 43%.
• The new /connect section found its audience: 668 organic visits from nothing.

What has not happened yet

The homepage was flat — 7,987 visits down slightly to 7,356. The growth did not come from more people searching the Diabetes WA name; it came from the new product pages and health content ranking for what people actually search. That is exactly the point, but it is worth saying plainly.

We are also not making any conversion claims. The site’s conversion tracking was redefined in February 2026, so no honest before-and-after conversion comparison exists yet — that will be possible from next year, against the new baseline. This is a traffic and content story, told straight.

• Every product to Accu-Chek standard: roll the proven product-page model across the rest of the shop range.
• A full year on the new conversion baseline: from 2027, report honestly on whether the extra visits become program registrations and shop orders.
• More answers, earlier: keep building health content for the questions people ask at diagnosis, not just once they know where to look.
• AI search visibility: when someone asks an assistant about managing diabetes in WA, Diabetes WA should be part of the answer.

For a not-for-profit, search visibility is service delivery: every extra visit is someone finding a product, an answer or a support service they needed. The model here is simple — pages for what people search for, content that earns its traffic, and measurement honest enough to say what has not happened yet.

Run services people need but cannot find? That is the problem we solve. Talk to PWD.