Brief & Challenge
After experiencing a long-term decline in organic traffic, CBM needed to retain traffic lost to local and global competitors. Competing directly with their global presence, CBM Australia needed to highlight their work locally and distinguish themselves technically within Google’s eyes.
About the client
CBM builds community partnerships at both a grassroots and strategic level for people with disabilities in developing countries. As a catalyst for immediate and lasting change, CBM supports those facing enormous challenges including stigma, violence, and profoundly diminished access to physical and mental health care, food, education and assistive devices.
Strategy + process
With a significant amount of work to be addressed via our strategic audits, we focused on optimising current website content and reducing the prevalence of thin-content pages across the website. This was accompanied by a targeted search program that sought to more effectively utilise CBM’s Google grant account through a pass-through testing model using a separate ads account.
Results
In the first six months
Organic traffic
Increase in keywords ranking 1-3
31%
Increase in organic traffic
53%
Increase in organic traffic revenue
158%
Paid traffic
Increase in paid search donations
58%
Increase in paid search revenue
195%
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