Overview:
This case study evaluates the effectiveness of a comprehensive non-profit SEO strategy implemented over a year for NorthWest River Partners, focusing on improving organic search traffic, conversions, and keyword rankings related to hydropower advocacy and salmon restoration in the Pacific Northwest.
Before (Jan-Oct 2023):
- Organic Search Traffic: 3,175 sessions
- No. of Keywords Ranking: 403
Relevant Keywords:
- Hydropower facts: 9
- Fun facts about hydropower: 6
- Hydroelectricity facts: 8
- What effects does hydropower have on the environment: Not in top 100
- Columbia River Basin map: 15
After (Jan-Oct 2024):
- Organic Search Traffic: 5,515 sessions
- No. of Keywords Ranking: 693
Improved Ranking of Relevant Keywords:
- Hydropower facts: 7 (+2)
- Fun facts about hydropower: 3 (+3)
- Hydroelectricity facts: 4 (+4)
- What effects does hydropower have on the environment: Featured in People Also Ask
- Columbia River Basin map: 6 (+9)
Actions Taken:
- Regular Site Audits:
Conducted periodic audits to identify technical issues and on-page SEO opportunities. This proactive approach ensured that the website was optimized for search engines and user experience.
Implementation Example: Utilized tools like Google Search Console and SEMrush to identify crawl errors and improve site speed. - Content Creation and Optimization:
Developed new content around high-potential keywords, mainly focusing on topics such as “What effects does hydropower have on the environment.” This targeted approach helped fill content gaps by utilizing a knowledge base/hub strategy that categorized content hierarchically. This structure made it more readable and provided deeper insights to readers.
Implementation Example: Created detailed articles addressing environmental impacts and benefits of hydropower while organizing content into easily navigable sections. This hierarchical organization not only improved readability but also encouraged users to explore related topics.
Note: With the introduction of Google AI Overview, SEOs must prioritize higher-quality content that is not only informative but also engaging and relevant to our audience’s needs. This includes incorporating storytelling elements, addressing common questions, and using data-driven insights to enhance credibility.
- Competitor Analysis:
Analyzed competitors to identify successful strategies and topics they were ranking for that were missing from our content.
Implementation Example: Reviewed competing organizations’ websites to discover trending topics and formats that captured their audience’s attention. - Keyword Research:
Performed comprehensive keyword research to identify long-tail keywords relevant to hydropower advocacy and salmon recovery.
- Internal Linking Strategy:
Improved internal linking to connect relevant articles and resources within the site. This not only helps with SEO but also enhances user navigation.
Implementation Example: Linked related content together, allowing users to easily access additional information while increasing page authority. - Image Optimization:
Ensured all images were optimized with descriptive file names, alt texts, and compressed for faster load times. - Schema Markup Implementation:
Implemented relevant schema markup to enhance rich snippets in search results, contributing to increased click-through rates.
Implementation Example: Added Local Business schema for better visibility in local search results and FAQ schema for common questions about hydropower.
Results
- Organic Search Traffic: Increased from 3,175 sessions to 5,515 sessions.
- No. of Keywords Ranking: Increased from 403 to 693, reflecting successful optimization efforts across various facets of the website.
January 2024 Semrush Keywords
October 2024 Semrush Keywords
- Improved Keyword Rankings: Significant advancements in rankings for relevant keywords demonstrate the effectiveness of targeted content creation and optimization strategies.
| Keyword | Ranking Before (Jan ‘24) | Ranking After (Oct ‘24) | Change |
| Hydropower facts | 9 | 7 | (+2) |
| Fun facts about hydropower | 6 | 3 | (+3) |
| Hydroelectricity facts | 8 | 4 | (+4) |
| What effects does hydropower have on the environment | Not in top 100 | Featured in People Also Ask | – |
| Columbia River Basin map | 15 | 6 | (+9) |
Conclusion
The comprehensive SEO strategy implemented between January 2023 and October 2024 led to substantial improvements in organic search performance for NorthWest River Partners. Each action taken played a vital role in enhancing visibility, attracting qualified traffic, and ultimately supporting the organization’s mission of advocating for hydropower and salmon recovery in the Pacific Northwest. Moving forward, it’s essential to maintain these efforts through continuous content updates, ongoing optimization, and monitoring of competitor activities to ensure sustained growth and relevance in search results.