Talk to Frank

Operated by the UK Government's Department of Health & Social Care (DSHC), the Talk to Frank website provides honest information about drugs, and allows visitors to seek additional support and find local drug treatment services.

The Brief

Talk to Frank, perhaps best known for memorable TV adverts in the 2000s, enjoys exceptionally strong organic search visibility on Google, ranking in top positions for many drug names.

Public Health England (now the Office for Health Improvement and Disparities, as part of the Department for Health & Socialcare) approached Craftwork for a comprehensive and up-to-date view on how people search around drugs in England.

This was to focus on any new nicknames or colloquialisms that could be added to enrich the website’s hugely popular Drug A-Z, as well as highlighting any visibility gaps to build on the website’s strong visibility base.

The Website

The website is a custom JavaScript build (React) and makes use of the Contentful headless CMS, meaning extremely fast page load times, but presenting some technical SEO challenges to ensure all website content can be found and stored by Google.

What We Did

Comprehensive keyword research and organic search visibility audit was undertaken, to establish where the website does and doesn’t rank, to map out the keywords and phrase that people actively use in search, and put forward practical recommendations to fill these gaps.

The Outcome

Highlighted previously unknown visibility gap relating to drug mixing, where significant volumes of searches occur, and the website had no prior visibility

The number of keywords the website ranks for increased from 54,000 to 100,000 between 2019 and 2022 (including a doubling of rankings in position 1-3)

Organic (non-paid) clicks from Google up 42% like-for-like, year on year (2022 vs 2021)

Featured on Google’s official Think With Google blog, highlighting the website’s successful SEO strategy

42%YoY increase in sessions from organic search
2xincrease in rank 1-3 keyword rankings

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