Corporate Team Building Company Uses Targeted Content to Rank on the 1st Page
A Boston based company specializing in corporate team building events and corporate social responsibility management wanted to build out their targeted content library to drive more organic traffic ready to convert. By investing in SEO content, they hoped to improve rankings for their event program pages and blog pages, reaching and converting more organic traffic.
By crafting targeted content that was aligned with the search intent of their target visitors and improving conversion points, Fire&Spark helped the brand achieve numerous first page rankings and increase organic clicks to the site.
Solution
Fire&Spark worked with the corporate team building company to create and implement a comprehensive SEO content strategy that would enable them to rapidly and effectively improve organic leads, conversions, and rankings to their website.
Our strategy involved in-depth keyword research and selective keyword targeting, as well as crafting compelling CTAs according to visitor search intent. Through our tactical keyword research, Fire&Spark hoped to target users who were looking to further their corporate social responsibility education and therefore use the client’s blog as an educational guide. We used the client’s blog as a hub to target high-value keywords and provide information to potential customers to help them decide if CSR management was right for their company.
In order to push users along the conversion path, we also included calls-to-action, or hyperlinks, that would encourage them to learn more (on another internal page) or convert (by signing up for the newsletter or an upcoming event). We found that these targeted calls-to-action were the icing on the cake for converting visitors that had already landed on the site.
By aligning the right keywords based on search intent and including thoughtful CTAs wherever appropriate, we were able to drive more targeted and relevant traffic to the site that had a higher chance of converting. This powerful combination pushed a number of their pages higher on the SERPs and increased their organic clicks.
Methodology
To rise above competition on the SERPs, this team building company needed to optimize their web content in order to attract new visitors looking for specific types of activities they could conduct with their teams. To reach these potential customers, Fire&Spark developed an SEO content strategy that enabled their lead generation and boosted their pages higher on the search results.
Our SEO content strategy included:
- Educational content development around the company’s services
- Crafting CTAs aligned with both visitor search intent and the organization’s high-level lead generation goals
- Creation of blog articles to capture mid-funnel traffic
- Tactical keyword research and targeting
- Aligning content topics with search intent
- Supporting the company’s internal marketing goals through the content creation process by interlinking to priority events and citing information from their podcast.
Results
This team building company aligned their content topics and keyword targeting with visitor search intent to generate numerous rankings on the 1st page of Google’s search results! One of the pages Fire&Spark developed has brought in an average of 1,000 clicks per month since it first launched last year (12,000+ click increase overall). Additionally, the page is ranking for competitive industry terms around topics important to the client’s audience, such as corporate social responsibility. They now rank on the first page for difficult keywords like “csr benefits” and “advantages of csr”.
The company quickly noticed that this targeted content was exactly what their potential customers were searching for. The brand saw organic clicks, keywords, and traffic improve after adding this new optimized content to their website. Empowered by the content and on-page SEO strategies we developed, this team building company was able to see direct ROI from the SEO content strategies that Fire&Spark developed and executed on.
