Building expertise and authority in search to increase organic performance
Facts & Results
287% increase in organic session to optimized pages
91,000 increase in organic sessions/month after May 2020 Core Update
Over 450,000 organic sessions
Over 450,000 new users
37,500 increase in traffic/month from Featured Snippets
Our Role
Search engine optimization (SEO)
Content strategy & development
Goal
Optimize existing content and develop new content based on organic search data to build authority, improve user experience, and prepare for future Google algorithm updates.
Our approach
The American Sleep Association (ASA) engaged REQ to construct a sustainable earned media strategy to regain lost traffic and improve its digital foundation for future search engine updates. With the goal of boosting and sustaining organic traffic, particularly around key topics like “sleep apnea,” we created a strategy consisting of technical analysis, on-page optimization, information architecture, content strategy and development, link acquisition, Wikipedia page creation, and E-A-T (expertise, authoritativeness, and trustworthiness).
We performed a sitewide diagnostic of ASA to leverage related content themes. With sleep apnea resources as our primary focus, we identified opportunities for optimization, link acquisition, and user experience. We provided analysis and recommendations for aspects of key landing pages, such as copy, heading tags, image alt text, and metadata.
Our team performed keyword research, built out internal and external linking, updated page structure, and reimagined URL structure. With a comprehensive content strategy, we also refined content quality and optimized creative to improve authority and rankings for target keywords. Off-page, we developed and executed a link building strategy to reinforce our on-page efforts.
