Driving Diversity and Organic Growth: A Remarkable 111% Increase in Organic Sessions and 527.27% Surge in Top 3 'Diversity' and 'DEI' Keyword Rankings.
The Challenge
The company decided to refocus its brand to prioritize DEI (Diversity, Equity and Inclusion) training services. The main challenges they faced were:
- Establishing brand visibility and authority in the DEI training space
- Attracting organic traffic to their new DEI training content and landing pages
- Restructuring their website to better serve their new focus while maintaining existing SEO value
The Solution
To address Unexpected Virtual Tours & Training's challenges, we implemented a three-pronged approach:
- Research and Content Creation
- Website Restructuring
- Enhanced Content Optimization and Strategic Link Building
The Result
To demonstrate the success of Unexpected Virtual Tours & Training's brand refocus to DEI training, consider showcasing the following data points:
- Total site organic sessions from April 2022 to March 2023 compared to April 2023 to March 2024 showcased a remarkable increase of 111%.
- Rankings for 'Diversity' and 'DEI' keywords saw remarkable growth, with the Top 3 positions increasing by 527.27%.
The Challenge
Unexpected Virtual Tours & Training is a distinguished brand specializing in immersive virtual experiences tailored for team building purposes. Their innovative approach allowed remote teams to engage in interactive virtual tours, fostering collaboration and camaraderie irrespective of physical distance. They also help companies rethinking diversity, equity, inclusion, and accessibility (DEIA).
Establishing Authority in DEI Training:
Propellic had to establish credibility and authority in the competitive DEI training landscape, distinguishing itself amidst established players.
Generating Organic Traffic:
Transitioning to DEI training demanded creating and promoting new DEI-focused content and landing pages to attract organic traffic, necessitating strategic keyword targeting and content optimization for improved search engine visibility.
Website Restructuring for SEO:
Propellic needed to restructure its website to prioritize DEI training while maintaining existing SEO value. This entailed updating site architecture, optimizing meta tags, and ensuring a seamless user experience to enhance organic visibility.
To address these challenges and establish Propellic as a DEI training leader, a robust SEO strategy was essential. It aimed to communicate the company's rebranding, drive organic traffic, and solidify authority in the DEI training sector.
The Solution
To address Unexpected Virtual Tours & Training's challenges, we implemented a three-pronged approach:
Research and Content Creation
We conducted thorough keyword research to identify high-value keywords and topics related to diversity in the workplace. Using these insights, we created content outlines and developed contextually relevant content that would signal to search engines the brand's new focus on DEI training. We also performed competitor research to better understand the landscape and identify opportunities for differentiation.
Website Restructuring
We strategically selected the optimal location for the DEI training landing page within the site's navigation structure. We built out the landing page and migrated DEI training events from virtual team building child pages to dedicated DEI training child pages. This process involved restructuring URLs, implementing necessary redirects, and updating all internal links to ensure a seamless transition.
Enhanced Content Optimization and Strategic Link Building
We optimized key DEI content pieces, making them well-structured, informative, and keyword-rich. To help UVTT rank competitively and establish authority in the DEI space, we conducted a gap analysis between UVTT and top-performing competitors. Based on our findings, we secured valuable external links from reputable, high-DR sites relevant to DEI training. This approach aimed to validate UVTT's expertise, boost page authority, and improve search rankings for targeted DEI keywords.
Lastly, showcase the growth in the number and quality of backlinks pointing to the DEI training content and landing pages. Highlight any notable, high-authority websites that have linked to the client's content.
The Result
To demonstrate the success of Unexpected Virtual Tours & Training's brand refocus to DEI training, consider showcasing the following data points:
Organic Traffic Growth:
Present the percentage increase in organic traffic to the DEI training pages and the overall website since implementing the SEO campaign. You can also show the growth in the number of monthly organic visitors.
The YoY analysis trends revealed substantial growth across various metrics. Total site organic sessions from April 2022 to March 2023 compared to April 2023 to March 2024 showcased a remarkable increase of 111%, indicating a significant enhancement in organic traffic and overall site engagement over the specified period.
Additionally, the YoY comparison of total site organic keyword rankings for March 2023 and March 2024 unveiled notable improvements: the Top 3 rankings surged by 109%, while positions 4 - 10 experienced a respectable increase of 39%.
Moreover, rankings from positions 11 - 20 exhibited a substantial rise of 101%, underscoring the strengthened visibility and relevance of the website's content across a diverse range of keywords, contributing to its overall performance and online presence.
Keyword Rankings:
Highlight the improvement in keyword rankings for target DEI training keywords. Show the number of keywords that have moved into the top 3, or top 4 - 10 positions in search results.
The rankings for keywords related to 'Diversity' and 'DEI' demonstrated significant improvements in 2024. The Top 3 positions experienced an impressive surge, with a staggering increase of 527.27%. Meanwhile, positions 4 - 10 also saw substantial growth, rising by 182.35%.
These remarkable increases across the ranking indicate a heightened relevance and visibility of diversity and DEI-related content, reflecting a growing emphasis on these crucial topics in the discourse.
