Research-informed SEO strategy more than doubles mental health system’s organic search traffic
A large, national nonprofit mental health system wanted to grow its organic search traffic to increase the number of visitors to its website from search engines, specifically from Google.
Working within a strict budget, TruStar Marketing conducted highly-technical advanced keyword research to identify opportunity gaps. Using the learnings from this Discovery Phase, we designed a customized SEO strategy. This was created to progressively build ranking and web traffic month by month. We also met with our client each month to provide KPIs transparently and get feedback and updates on what they were doing internally. This allowed us to collaborate on our efforts.
Using the research-informed strategy, we:
- Wrote all new metadata across the client’s website to make it easier for Google to pick out which search queries may be relevant to the client’s content.
- Conducted page-level audits (PLAs) to examine the performance of each page and improve content, usability and SEO accordingly.
- Utilized schema markup to improve the client’s search ranking through structured HTML tags that informed search engines of the content’s topic and purpose.
- Conducted regular website audits to monitor performance and identify areas for further improvement.
Between April 2020 and April 2022, we delivered a 140% increase to the client’s website sessions originating from organic search, going from 26,682 to 68,424. In April 2020, organic search accounted for 63% of their total website sessions. In April 2022, that number had increased to 77%.
Additionally, the percentage of new sessions (or website visitors that were visiting for the first time) increased by 15%, expanding the client’s reach to new audiences.
The SEO strategy that TruStar implemented was customized to the client’s distinct business challenges and search intent. Let us create an SEO strategy unique to your company and business objectives to meet – and exceed – your digital marketing goals.