How the Recycling Partnership Took the #1 Search Spot on Google
An SEO, Content Strategy, and Google Ad Grants Case Study
OVERVIEW
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. JB Media Group worked with The Recycling Partnership to create pillar page content to get their website to rank higher in critical search engine results. JB Media also manages Google Ad Grants for The Recycling Partnership.
SERVICES PROVIDED
- Researching
- Auditing
- Strategy Creation
- On-site SEO
- Landing Page Design and Implementation
- Content Creation
- Google Grant Advertising
THE CHALLENGE
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:
- 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
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.
Circular Economy Initiative
Keywords: Circular Packaging, Circular Plastics, Circular Flow of the Economy
Community Recycling Program
Keywords: Community Recycling Program, Recycling Programs, Community Recycling
OUR STRATEGY & TACTICS
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.
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- 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.
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Results
SEO Rankings Rise to #1 Positions!
- The new Circular Packaging 101 page is the 35th most visited page on the website.
- The new page ranks for 33 keywords, including five #1 positions.
- This page has the second longest average time on page out of the top 100 pages.
- We achieved the #1 position on Google for the top two priority keywords: “circular packaging” and “community recycling programs.”
Google Ad Grants Increase Website Visitors!
Over the last year, Google Ad Grants for The Recycling Partnerships have:
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- Utilized $117,544 in free advertising (98% utilization)
- Delivered over 12,700 free, qualified website visitors
- Received over 148,000 impressions and a click-through rate of 9.1%
Utilized in Free Advertising
Website Visitors
Impressions
Click Through Rate
Relevant Work
Learn more about our work with Google Ad Grants for Nonprofits and whether you are eligible for this service. You can also see other successful Google Ad Grants Case Studies to learn more about the work we do.
Can we help you solve your digital marketing challenges and achieve your organization’s goals for growth and impact? Tell us your story and challenges, and we’ll see how we can help you.
To learn more about our services, mission, and team, visit us at JBMediaGroupLLC.com.
KERRY HAZE
Senior Content Strategist,
JB Media Group
“Writing these pillar pages and working with the TRP team was a bright spot in my recent work. The results we achieved from a solid content strategy and pillar page execution were what we had hoped for! Being able to land a spectacular nonprofit the #1 search spot for one of their top initiatives is why I love the work that I do.”
Can we help you solve your digital marketing challenges and achieve your organization’s goals for growth and impact?
If you are a nonprofit or a for-profit purpose-driven business or social venture or want to learn more about our services, mission, and team, contact us.
