The Davidson Institute is an organization dedicated to helping profoundly gifted young people reach their full potential through its resources and programs.
Objective: The Davidson Institute wanted to drive more awareness to their content and in turn bring in more exposure for their resources and programs. This would help their long term goal of becoming a thought leader and expert in the gifted online community.
Role: Planned, developed and implemented SEO and Ad Grants strategies, as well as helped navigate a recent site launch.
Strategy: The Davidson Institute site is a sizable site with a lot of great content and resources, however, only a small portion of organic traffic to their site was meaningful to their organization. Our primary strategy was to improve their rankings for their most important key terms. Prior to starting SEO work, I was in charge of auditing the site and identifying on-page and off-page factors that would have the most impact on search rankings. From there, we took inventory of their current content and developed monthly SEO strategies to execute.
In addition, we launched a brand new website for the Davidson Institute earlier this year. With strategic SEO planning, the site launch resulted in significant visibility growth for our target keywords.
On the Ad Grants side, I was responsible for restructuring and rebuilding their existing campaigns. Previously their account had only a few campaigns targeting many keywords that were only tangentially related to the organization’s mission. The initial overhaul included setting up conversion tracking, grouping keywords in tightly themed campaigns and ad groups, rewriting their ad copy based on best practices and adding site link extensions to pages site searchers were most likely to respond to. This helped build a strong foundation for ongoing optimization and management of the account.
Results: Within the first year of managing the account, Davidson Institute has seen incredible results:
- 54% increase in #1 rankings
- 11 new featured snippets
- More than 190,000 in Ad Grants impressions
- Ad Grants CTR of up to 12%
Notable page 1 rankings:
- gifted testing (MSV 1,300) – featured snippet
- gifted iq (MSV 720) – featured snippet
- gifted assessment (MSV 170) – #1
- highly gifted (MSV 140) – #1
- intellectual giftedness characteristics (MSV 50) – #1
Here are the blogs that I’ve written for Davidson that led to ranking and traffic improvements:
Client:
Davidson Institute
Services provided:
SEO & Ad Grants Management