Nonprofit / Chamber Case Study
As Search Engines incorporate Generative AI into Search, it's increasingly important to focus on creating good content which is essentially search engine optimization.
What exactly is a good piece of content? How do we know what type of content lands best with users? Do we need to include visual content and audio content to help our website visitors? A case study of the Colorado Neurodiversity Chamber of Commerce (CNDCC) reveals how important it is to create content.
When Oh Ya! Marketing first began working with the CNDCC, their website had been active for over two months. There were no tracking programs in place (e.g. Google Search Console, Google Business Profile, or Google Analytics). Their organization had no knowledge of what keywords they were ranking for and what their target audience was searching for. Initially, they were not even showing up for their own name in Search!
Immediately, we knew that we had to make some changes. We started to help them by first creating a Google Analytics account.
Google Analytics
If you do not have a Google Analytics account for your website, you are missing out on incredibly valuable data. Do you know what pages of your website are most visited? Do you know how high your engagement time is? How are people finding your website? Are they coming in through search engines or social media posts? All of these questions are answered when using a Google Analytics account. You can access it here to create an account and apply the code to your website.
Google Search Console
Google Search Console allows you to review your search engine rankings and discover relevant keywords that brings users to your website, This helps to track your organic search traffic to the website and reveals search terms that people are using to find your content.
Google Business Profile
Previously known as 'Google My Business' this tool is extremely helpful in getting your business known. This is another essential business listing that Google can show users if they are looking for your business by name. It allows for contact information, the website, and directions (if applicable) to be quickly found. All businesses should have a Google Business Profile.
Once a company can gauge their online presence, the next step is to start creating an SEO strategy. This includes planning your:
High Quality Content
This is the written articles that includes keywords, external links, and answers to the questions that your clients have! The internet is a tool for individuals to find answers. This is what major search engines rely on when they bring websites to users. Does your content answer your website visitor's questions? Does it help them to solve their problems? It should!
Blog Posts
Blogs are a great resource to help increase your organic traffic. Your company, using Google Search Console, can look at search queries of users and then craft content around that. Search algorithms rely on content that has the keywords and information that users are looking for. Blogs are also a great resource for using internal links. These are specific links that reference other pages of your website and make them interconnected.
User Experience
How is your customer journey set up? Do users have to jump around to multiple pages to find the content they need? Search engine optimization also relies on making the user experience as easy as possible. This means contact methods should be easily recognizable and prevalent on all pages.
Other items that lead to positive user experiences are fast load times, quality links (to other websites, or internal links), and the ensuring there are no broken links.
As our team began to produce content for the CNDCC, we saw their organic traffic start to rise. They were ranking for specific keywords related to their industry and had more pages created for internal links. As more and more content was added, search engines took notice. After just a few short months of technical optimization, their website was ranking highly and bringing in new members and they’re now on their way to hitting their fundraising goals.
7,016 Total Organic Impressions from February 1, 2023 thru April 31, 2023
(1,508% increase from previous time period shown)
610 Total Organic Clicks from February 1, 2023 - April 31, 2023
(189% increase from previous time period shown)
Creating content that appeases search engine algorithms helps to bring people to your website organically. While there are costs for initial content creation, the results speak for themselves. Companies can spend money on Search Engine Marketing (Google Ads, Facebook Ads, LinkedIn Ads), which helps to bring users to your website when they are immediately searching for a need.
However, content marketing through organic content is a fantastic method that should not be overlooked. It's important to remember that keyword tools exists and should be used to create content that will help bring users to your website.
Do you have SEO tools as your disposal? Do you need assistance with a content strategy? Oh Ya! Marketing can assist you today.
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