About Midland Fundraising
Midland Fundraising is a non-profit organization based in the United States. They specialize in devising fundraising strategies, in line with the needs of schools, sports teams, and non-profit organizations. Their programs they offer include a wide range of popular fundraising products, including cookie dough, candy bars, and gourmet popcorn. The company has been in business for over 25 years, and its website is understandably an essential part of its marketing strategy. This is a detailed SEO case study, outlining the online marketing challenges faced by Midland Fundraising and the strategic SEO efforts used to address them.
Client’s Requirements
Midland Fundraising approached our digital marketing agency to improve its online visibility and generate more leads through organic search. Midland wanted to increase organic traffic to its website and create more leads for its fundraising services.
They had chosen a set of high-competition and high-volume keywords. Ranking high on the search results for these keywords was the primary requirement of the client. They also wanted to improve the user experience of their website and make it mobile-friendly.
This case study summarizes the tried and tested SEO approach we used and the outcome.
Analysis
To get a deeper sense of Midland’s pain points, our team conducted a thorough analysis of their website using various SEO tools. What became clear was that the website had several technical issues, including slow loading speed, low mobile-friendliness, and poor website architecture. More than that, the website lacked keyword-rich content, had low-quality backlinks, and was not optimized for local search. The combination of these factors was negatively impacting their search engine rankings.
Challenges
Midland Fundraising was facing several challenges in terms of its online presence. Their website was not ranking well on search engines, and they were not getting enough traffic to their website. They were also not receiving enough leads from their website. Some of the key challenges they faced were:
Lack of keyword optimization
Midland Fundraising's website was not properly optimized for keywords related to their business.
Poor website structure
The website's structure was not optimized for search engines, and the navigation was not user-friendly.
Limited content
The website lacked high-quality and relevant content that would engage users and keep them on the site.
No backlinks
The website had no backlinks, which is an important factor for search engine rankings.
High Competition
The competitors of the business were ranked on the 1st page of SERPs. These competitors had high domains, and it was a challenge to create a space in such a competitive landscape.
Virus Attack on Website
The website was affected and faced a virus attack, which had a deep impact on the overall online presence of the business. During this phase, the SEO of the website was hit hard.
Click Through Rates
The click-through rates of the business had a major problem, and the business was suffering due to this.
Low Search Engine Visibility
The website was not ranking for relevant fundraising keywords, limiting its ability to attract new visitors through organic search.
Our SEO Strategy
In response to the online issues that Midland Fundraising faced, we created an SEO strategy that concentrated on the following:
On-Page Optimization
Through our on-page optimization efforts, the Midland website content and meta tags became more suitable for both the target audience and search engines. This included updating the title tags, meta descriptions, and header tags of the website. By means of keyword-rich, informative, and engaging content, we ensured a higher volume of site visitors were attracted and retained.
Mobile Optimization
We ensured that the website was optimized for various screen sizes and streamlined for mobile users. This involved incorporating responsive design, image optimization, and minimizing the loading time of the website.
Content Strategy Following Google's E.E.A.T. update
The content strategy we came up with was focused on creating relevant and engaging content for our client’s target audience. The content was optimized for the target keywords. To this end, we created blog posts, infographics, and videos covering all aspects of fundraising. Our content also adhered to all Google’s algorithm updates, like Google E.E.A.T. and helpful content.
Link Building
Our link-building strategy primarily focused on acquiring high-quality backlinks from relevant and authoritative websites. With this aim, we reached out to industry influencers and guest-posted on relevant websites.
Technical Optimization
One of our key tasks involved improving the website’s technical elements. Accordingly, we worked on optimizing loading speed, mobile friendliness, and creating a smart website architecture. This helped in enhancing the user experience and reducing the bounce rate.
Keyword Research and Optimization
Through comprehensive keyword research, we picked highly relevant and high-traffic keywords for Midland Fundraising’s business. They were used to optimize the content, meta tags, and titles of the website to enhance its visibility on the search engine.
Results
After implementing the SEO strategy, Midland Fundraising saw significant improvements in its website's visibility and traffic. The website's bounce rate decreased by 30%, indicating that users were spending more time on the website. Additionally, the website's loading time improved, leading to a better user experience. Midland Fundraising also saw an increase in leads generated through the website, resulting in increased revenue for the company.
Here Are Some Of The Results Achieved
Increased Organic Traffic
Midland Fundraising’s organic traffic grew by 156% in just six months since launching our SEO campaign. Keyword rankings increased by 124%, making the website significantly more discoverable by the company’s potential customers.
Improved User Experience
Our on-page and technical SEO optimisations decreased bounce rate and improved site usability. Page loading time increased by 47%, helping to keep visitors engaged longer.
Higher Leads Generated
Improved search ranks and a fine-tuned user experience resulted in a 218% boost in leads for our client. More people contacted Midland Fundraising for their fundraising services, directly contributing to higher sales revenue.
Higher Search Engine Ranking
As a result of proven SEO tactics, Midland’s site ranked high for numerous targeted phrases, with some of them making it to the first page of Google search.
Click-Friendly Meta Headings and Descriptions
We curated effective and keyword-rich meta descriptions and titles for each page, prompting a higher volume of people to click on the website link from search results, generating even more traffic.
Decreased Bounce Rate
By integrating Microsoft Clarity, we were able to study how visitors interact with Midland’s website. This helped us make adjustments that increased dwell time and reduced the bounce rate. We also implemented Google Tag Manager to track every conversion accurately.
Experience Digital Transform With Webskitters
With great pride and happiness, we announce that Webskitters Technology Solutions Pvt. Ltd. is expanding. We are opening a new branch in Durgapur. Our company is spreading its wings at a phenomenal speed, thanks to the creative and trustworthy team by our side. Similar to our other branches, our Durgapur branch will also provide all kinds of IT services under UI/UX Design, Web Development, Mobile App Development, Digital Marketing, Artificial Intelligence, and the Internet of Things. Together with an outstanding team, we hope to continue thriving exceptionally in this new journey and create better prospects.
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