Content & SEO
The page has to answer the search.
We find the terms members, partners, and the community use, then structure and write the page that should rank for each one.
Where search slips
Search and the page have come apart.
A keyword list does not help when the page still answers a different question.
The title names the organization and skips what the page is about.
The copy introduces the organization before it answers the search.
The structure buries join, programs, and events under a brochure.
How a page gets built
One search, one page.
Pick a page type to see how a search becomes an outline. This is an example of the method, not a client result.
Not a client result
Search
how to join
The membership page says who it is for and how to start.
Page outline
- 01Who it is for
- 02What membership includes
- 03How to join
Search Console should show this page earning the clicks for that search.
From the work
Search results from published stories.
Each number is the one published on that case study. Open a row to read how the pages got there.
Before the work starts.
What the engagement includes, how the searches differ from a product site, and when it shows up.
What does the work include?
Keyword research for the terms members, partners, and the community use. Copy for service pages, program pages, and the paths that ask someone to join or show up. Titles, descriptions, headings, internal links, and schema, written with the page. Search Console notes a leadership team can read. The scope matches the site.
How is this different from search for a product site?
The searches are about joining, programs, advocacy, and events. Prospective members, current members, sponsors, press, and board prospects are often looking for different pages.
How long until it shows up?
Fixes to titles, structure, and copy show up in Search Console before they show up as traffic. Meaningful organic traffic usually takes 3 to 6 months, depending on how competitive the terms are and how established the site already is.
Start with the pages people are already searching for.
We can begin with a content and search audit, then turn the findings into pages people actually use.