The Recycling Partnership
Strategic optimization and smart content strategy grab #1 on Google.
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.
The Challenge
Improve visibility in a saturated market
Over the past few years, we’ve 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:
- Identifying thought leadership topics supporting key TRP programs and initiatives that would yield successful organic search rankings
- Designing landing pages connecting the chosen thought leadership topics to existing resources, calls to action, and programs published on the TRP website
- Creating new content to expand established, successful Google Ad Grants campaigns
The Research
Identifying opportunities
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.
The Strategy
Engaging, helpful content
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.
- First, we interviewed TRP program staff members to align the organization’s leadership, expertise, and brand. This ensured the relevance of our proposed content.
- Next, we created and optimized the content for both SEO and cross-promotion of existing programs and resources on the TRP website.
- Then, we designed the pages focusing on user experience, reader education, and appropriate calls to action.
SEO Results
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.
33
New keywords ranking including 5 #1 positions
#1
Position on Google for the top two priority keywords: “circular packaging” and “community recycling programs.”
Google Ad Grants Increase Website Visitors
Google Ad Grants for The Recycling Partnerships generated powerful results.
$117544
Utilized in Free Advertising
12700
Website visitors
148K
Impressions
9.1%
Click through rate
