The Challenge
The NAACP LDF needed a strong online presence for awareness and impact but was hindered by complex approval processes, limited website editability, and strained internal resources.
The Solution
Victorious leveraged in-depth keyword research to inform on-site enhancements and content optimizations aimed at boosting visibility while conserving internal resources.
The Results
The NAACP LDF surpassed their goal of increasing target keyword rankings by 500 positions in SERPS, achieving over 1,500 positive position changes and a 117% increase in page one keywords.
Driving Awareness in Times of Need
The NAACP Legal Defense Fund (LDF) tirelessly advocates for racial justice, focusing on the rights of the Black community in America. Through legal representation, policy advocacy, and public education, the organization strives to dismantle barriers to equal opportunities and build a more equitable society.
For the NAACP LDF, visibility is vital to raise awareness of their mission, expand their reach to a wider audience, and amplify their impact. Establishing a strong online presence would not only engage more supporters but foster solidarity in the pursuit of racial equity.
However, as a large organization in the legal space, they faced a complex and lengthy approval process for implementing changes on their website. They also had limited ability to edit core pages for target keywords or make strategic changes to the site’s content, which are essential actions for enhancing visibility in search results.
Moreover, the NAACP LDF’s content creation isn’t just a matter of specialized expertise but also demands rapid responsiveness to newsworthy events such as elections, Supreme Court rulings, or police brutality incidents — a challenge for an organization with limited internal resources. The volatile nature of corresponding search trends also made it difficult to assess campaign results and maintain a consistent SEO strategy.
Creating Positive Change With a Keyword-Rich Strategy
Our campaign with the NAACP Legal Defense Fund (LDF) was strategically designed to engage key figures and organizations in the social justice sector, including media outlets, legal experts, and policymakers, with the aim of amplifying the NAACP LDF’s reach and impact.
At the core of our approach was in-depth keyword research, pinpointing terms that were both relevant and impactful for the NAACP LDF’s mission. This informed keyword strategy laid the groundwork for our subsequent actions, including both off-site and on-site optimizations, as well as the creation of SEO-driven content to boost the NAACP LDF’s online visibility.
We placed a special emphasis on crafting evergreen content that was rich in keywords, providing lasting value without straining the NAACP LDF’s internal resources. To bolster their news-related material, we optimized existing high-performing articles and recommended enhancements like FAQ sections that improved the content’s depth without requiring extensive changes to their website.
This comprehensive approach ensured that the NAACP LDF’s message not only reached but also resonated with their target audience. It encouraged engagement and action, all while supporting link-building efforts that enhanced the NAACP LDF’s online authority.
As a result of our collaborative efforts, the NAACP LDF surpassed the initial objective of increasing target keyword rankings by 500 positions in Google search results, achieving over 1,500 position changes and a 117% increase in page one keywords.
The Results
1,627 positive Google position changes year-over-year.
Optimized, authoritative content helped drive keyword position growth.
A 117% increase in page one keywords year-over-year.
As keyword positions advanced, the NAACP LDF achieved more page-one placements.
A 69% increase in monthly organic traffic year-over-year.
A stronger page-one presence attracted more of the NAACP LDF’s target audience.
SEO Innovation for Impact
Despite navigating the unique challenges of the not-for-profit sector, our strategic collaboration with the NAACP LDF has markedly bolstered their digital footprint. This highlights the transformative impact of adept SEO strategies in enhancing the reach and influence of pivotal organizations like the NAACP LDF.
The efficacy and innovation of our efforts have not only driven significant progress but also garnered industry recognition, with nominations for prestigious awards, including:
- 2023 Global Agency Awards, Finalist, Best SEO Campaign
- 2023 Global Agency Awards, Finalist, Best Not-for-Profit Campaign
- 2023 US Search Awards, Finalist, Best Use of Search – Third Sector
- 2023 US Search Awards, Finalist, Best SEO Campaign
These accolades underscore our commitment to excellence and the impactful results of our tailored SEO initiatives, demonstrating our ability to deliver results that resonate and make a difference.
