Industry: K-12 Education SEO
"• Overall, traffic YOY (year over year) comparing September 2017 to September 2018 grew 134% from 6,500 users to over 15,000 users.
• Immediately upon implementation, organic SEO traffic began a steady march upwards. Six months later, the SEO work resulted in a 300% growth in traffic
• Of the 134% growth from 6500 users to over 15,000, SEO increased significantly from 1,863 to 9,934, a 433% overall increase"
For an advocacy group to successfully influence public opinion, a multi-channel approach to message and communication is critical. One of the most undervalued, but essential places to have a strong presence is in the organic results on Google and other search engines.
For this advocacy group that I partnered with to manage their digital marketing campaigns, I saw a significant opportunity to improve their online presence. Organic search engine optimization (SEO) is a perfect channel for increasing visibility and website traffic from your target market at the moment they’re searching on your topic of expertise; thus getting in front of their key stakeholders and constituents necessary to their mission and messaging.
The majority of the traffic currently coming to this advocacy group’s website was for branded terms as well as from referral traffic and social media. To begin an SEO campaign to apply foundational best practices, here is where I started:
After creating a keyword mapping strategy identifying and assigning critical keywords to their most important pages, I began foundational on-page optimization in the backend of their CMS. This looks different for every organization but typically includes the following tackling page by page: