About the project
The client is a national sports federation, served by the digital marketing agency where I was the only SEO specialist. My part of this project was deliberately small: the federation's partners page and two other pages of its website.
The challenge
The pages needed content and metadata built around what people actually search for, so that Google understands what each page is about and shows it for the right queries.
What I did
Keyword research for each page
I researched the searches each page should answer, including the names and terms people use when they look for the federation's partners.
Content optimization
I optimized the content of the three pages around those keywords, so each page states its topic clearly in the words people search with.
Titles, descriptions and on-page elements
I wrote new SEO titles and meta descriptions and handled the other on-page elements, so the pages present themselves well in Google's results.
What a similar business can take from this
- Partners pages are easy to overlook, yet people search for an organization's sponsors and partners by name. A clear, well-titled page can capture those searches.
- Do the keyword research before writing. It shows which words people really use, which are often different from an organization's official terms.
- A small scope is still worth doing properly. A few pages with the right keywords, content and metadata are better than many pages touched lightly.