Case Study
CHICAGO CHAPTER OF AMERICAN MARKETING ASSOCIATION SEES 60% INCREASE IN PAGE-1 KEYWORD RANKINGS
In just under 6 months, Be Found Online increased organic search traffic by 24% and increase page-1 keyword rankings by 60%!
Basis, the most comprehensive media automation and intelligence platform in the industry, approached us with the challenge of a complete company rebrand - a rebrand that included a domain name change for the client!
The American Marketing Association of Chicago (AMA Chicago), the largest chapter of the American Marketing Association, partnered with BFO to not only tackle organic ranking optimizations for their website, member directory, and listing board, but also to educate the AMA Chicago community with a two-part webinar series documenting the whole process.
THE CHALLENGE
Being the largest chapter in any national organization is a feat to be celebrated, but AMA Chicago found themselves in an interesting predicament - though the Chicago chapter was the largest local chapter, the national chapter is also headquartered in Chicago, creating some visibility issues that AMA Chicago needed to overcome.
Over the course of six months, AMA Chicago and BFO worked together to work towards two goals:
-
- Increase traffic and keyword rankings
- Goal: 5% increase in organic search traffic
- Goal: 20% increase in page-1 keyword rankings
- Increase traffic to job listings and the AMA Chicago Member Directory
- Goal: 25% increase in traffic to job listings
- 25% increase in traffic to member directory
- Increase traffic and keyword rankings
The entire engagement had an educational value, too - with AMA Chicago members invited to a webinar at the beginning and the end of the work to learn more about SEO, strategy, and website best practices.
THE SOLUTION
After establishing KPIs and doing some baseline reporting from existing web data to benchmark and establish realistic outcomes, BFO was ready to develop a strategy for success!
From their research, the team built a list of 116 keywords applicable to the association based on search intent. Focusing in on these areas would help drive the visibility that AMA Chicago was looking to achieve, especially because the association was only ranking on page 1 for 20 of the 116 keywords identified.
24%
Increase in Organic Search Traffic
147%
Increase in Sessions to the Marketing Events Page
60%
Increase in Page-1 Keyword Rankings
6 Months
Time It Took to See Results
THE RESULTS
- 24% increase in organic search traffic
- 60% Increase in page-1 keyword rankings
- 147% increase in sessions to the Marketing Events page
Believe us when we say that 6 months is a challenge in and of itself when it comes to seeing SEO results. Through developing attainable KPIs and benchmarking existing data, BFO was able to develop an SEO strategy that surpassed initial KPI goals, assisting the American Marketing Association of Chicago in stepping out from the national chapter's shadow to receive the visibility it not only deserved, but needed to continue to grow as a resource to marketers in and around the Chicagoland area.
If you're looking for a more granular look into how BFO drove results like this for the American Marketing Association of Chicago, this case study was featured in the book 'Search Marketing: A Strategic Approach to SEO and SEM' written by the Kelly Cutler!
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