Challenge: SECAF wanted to improve their Google search results and better understand behaviors of people looking for government contracting resources, tips and research. Additionally, they hoped to become a more top-of-mind resource to trade publications and external organizations looking for expertise in this space.
Solutions:
- Identify commonly searched keywords and integrate those keywords into website copy in the most contextual places
- Develop a content plan that focuses on featuring the expertise of the SECAF membership and set expectations for what is realistic on a limited budget
- Create a road map for SECAF web administrators that directs them in the effective publishing of content for better search results and user experience
Overview: Small and Emerging Contractor Advisory Forum (SECAF) is a membership organization that provides business resources and education, access to influencers and government agencies, and also advocates for the issues important to members. They pride themselves in supporting early stage – all the way through seasoned government contracting organizations, and they wanted to be recognized as the authority they are. Their Board of Directors wanted a plan of action to feature members and leverage their existing web team.
Deliverables:
- Keyword Report outlining search patterns, words and phrases being used to search for information in the government contracting space
- Content Road Map that provided page-by-page directions for improving the SECAF website by leveraging keywords, images and graphics, URL’s, content formatting, original content, and reciprocal linking to 3rd party content.
- Information Architecture suggestions that dealt with website user experience
- Suggestions for jump-starting the creation of original content by members including incentives, best practices and an editorial calendar
Results: Google search rankings improved dramatically. A committee was formed to support the creation of original content by and for SECAF members and the volume and quality of original content improved. The SECAF Board also saw opportunities to improve the offerings they provided to sponsors.
