Nonprofit Professional Association SEO Case Study
Boosting A Nonprofit Association’s Search Ranking: How SEO Increased Organic Traffic by 196% in Just Six Months
Industry: Correctional Healthcare Industry, or national nonprofit professional association
Services Used: SEO audit, strategy, and implementation of SEO strategy
The Client
Despite their important mission, one of our nonprofit clients faced challenges in reaching one of their specific target audiences effectively online. This target audience of executives was small but very valuable.
This national professional association has been dedicated to providing valuable resources and services to its general members. Reaching this more specific audience of executives would allow their programming to spread to more significant projects.
Knowing that this specific target audience does search online for their particular needs provided an opportunity to get them to the website when they searched online.
This case study explores how search engine optimization services helped this nonprofit association’s search ranking and grew its search traffic organically.
The Challenge
The nonprofit’s website was struggling to attract organic search traffic, which limited its ability to reach potential members and stakeholders. Our initial assessment revealed several key issues:
- Low Organic Traffic: The website generated only 10 organic search visits per month.
- Limited Keyword Visibility: It ranked in the top 100 positions for just 18 keywords.
- Irrelevant Keywords: Most of these ranking keywords were unrelated to the organization’s core services.
- Underperforming High-Value Keywords: High-value, low-volume search terms critical to the organization were not performing well.
This situation meant that potential members and stakeholders were likely to miss out on the association’s vital resources and services.
The Approach
To address these challenges, we implemented a comprehensive SEO strategy tailored to the nonprofit’s specific needs:
- In-depth SEO Audit: We conducted a thorough examination of the website’s structure, content, and technical aspects to identify areas for improvement.
- Custom Strategy Development: Based on our audit findings, we crafted a tailored SEO strategy focusing on:
- Keyword Optimization: Optimizing for high-value, low-volume keywords relevant to the organization’s mission.
- Website Structure: Enhancing website structure and internal linking.
- Content Quality: Improving content quality and relevance.
- Implementation: We put our strategy into action, involving:
- On-page Optimization: On-page optimization of existing content.
- New Content Creation: Creation of new, targeted content.
- Technical Improvements: Technical improvements to site speed and mobile responsiveness.
- Link Building: Building quality backlinks from relevant industry sources.
The Results
The impact of our SEO efforts was both rapid and significant on the nonprofit association’s search ranking.
Short-term Gains (3 months post-implementation):
- 64% increase in organic search traffic
- 29% improvement in page rankings for targeted keywords
- The website now ranking for 44 keywords (up from 18)
Long-term Impact (6 months post-implementation):
- 196% year-over-year increase in search traffic
- 38% total increase in page rankings for focused keywords
- Average position of 5.5 for most targeted keywords
- The website now ranking for 61 keywords
These improvements translated into tangible benefits for the nonprofit including:
- Increased visibility for their services and resources
- Higher engagement with their target audience
- More efficient use of their online platform to fulfill their mission
Conclusion
Through a well-crafted SEO strategy, this nonprofit association’s search rankings significantly increased, driving more organic traffic, and helping transform its online presence. By focusing on high-value keywords, improving website structure and content, and addressing technical SEO issues, we significantly enhanced their visibility and reach.
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