The Recycling Partnership (TRP) is a national nonprofit committed to advancing a circular economy by building a better recycling system. Our partnership with the nonprofit began over five years ago. Big Sea worked with The Recycling Partnership to create pillar page content to get their website to rank higher in critical search engine results. Big Sea also manages Google Ad Grants for The Recycling Partnership.
In 2023, we implemented a data-driven content marketing campaign, targeting strategic topics to improve TRP search rankings for essential keywords tied to their circular economy and community recycling initiatives. Our process included:
We researched various keywords related to each of TRP’s program areas. Our data-driven approach identified keywords within an important strategic sweet spot. Specifically, we looked for topics with enough search volume to drive website traffic from organic searches and Google Ads while purposefully excluding topics too competitive for organic search success.
Using the identified keywords, we created engaging, well-optimized content, designed the landing pages, and added new pillar pages to the website. This process comprised three main phases.
Our best-performing page was the new Circular Packaging 101 page.
The new Circular Packaging 101 page is the 35th most visited page on the website. This page has the second longest average time on page out of the top 100 pages.
Including five #1 positions
For the top two priority keywords: “circular packaging” and “community recycling programs.”
From 2023-2024, Google Ad Grants for The Recycling Partnerships have generated these results:
Utilized in Free Advertising
Website Visitors
Impressions
Click Through Rate
