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Client Profile – DonateACar2Charity.com
Christian Vuong | July 6th, 2009
In February 2009, DonateACar2Charity.com approached Wpromote for SEO services. The web site was doing fine and converting existing visitors, but wished to drive additional traffic to the web site, specifically from locally and regionally targeted search terms.
As a whole, the main goals were to improve rankings for longer tail geographically targeted keywords and to integrate SEO as a whole into their online marketing and web development efforts. With this in mind, we recommended a more aggressive approach to SEO that focused on immediate onsite improvements to the live web site, SEO split testing on new pages and creating a sustainable content strategy.
Onsite SEO improvements included, but were not limited to how page titles, meta descriptions, Hx Tags, links, and content was formatted. We felt that it was important to address these issues immediately.
While split testing is more common with pay-per-click campaigns, we felt that DonateACar2Charity.com’s web site provided a unique opportunity to test how different keyword concatenations and combinations ranked differently. We have benchmarked and are currently testing isolated pages for a variety of variables. Once the testing is complete, the goal is to utilize the best combination of term variants and deploy them site wide.
In regards to a content strategy, as many know, what search engines love is new, relevant, and unique content. We felt that DonateACar2Charity.com had a unique selling point and worked with them on new methods of freshly adding content to their web site that matched with their values and mission. This was accomplished through a mix of consulting on new content strategies for new and existing pages as well as creating a weekly blogging schedule.
Since the start of the campaign, we’ve seen a continual rise in organic search traffic. Even in a down economy and many non-profits are hurting, we’re happy to report that their traffic has increased over 10% and now coming even more broad and long tail keywords.
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