Since 1999, ALS TDI has been committed to conducting cutting edge research that yields effective treatments for those suffering with ALS. As a nonprofit biotechnology organization, ALS boasts an impressive drug development pipeline offering patients a variety of therapeutic strategies aimed at minimizing ALS symptoms and maximizing quality of life.
After the success of our first project, a complete redesign of the ALS TDI Website, our second project involved improving the new site’s overall SEO strength and keyword relevancy for better SERP visibility. The ALS Team wanted to know what it was doing right and what steps could be taken to fix what was wrong. By utilizing optimized site content and offsite backlink strategies, we aimed to give ALS better visibility on search engine results pages. This would help the team effectively define and execute its goals, in addition to driving site traffic and increasing the donations it needs to continue its research.
Search engines look at all the information available on the web and assign it a value based on specific terms and/or key words. In the competitive market of .Gov and .Org organizations, the more info that’s available, the better the SEO results. Root words are important to any SEO strategy and it’s important to gauge how root words interact with the search and with existing content. Because the information that’s available changes constantly, SEO strategy is an ongoing process. Refining SEO metrics and monitoring SEO analytics is essential to SEO success, and ALS needed to ensure that its SEO strategy would be effective over the long term.
Mad*Pow’s strategy utilized smaller lists, which are generally more effective for companies and highly specific information, as opposed to implementing larger lists, which are typically used for paid searches. Our SEO strategists transferred search values throughout the website pages and optimized results so the main domain SEO filtering was applied to the other pages of the site. Monthly Analytics Reports were put into place to monitor all site data, including Social Media data, and examine what it means for the site. Data pertaining to research monies, donations and all other ongoing ALS efforts were also tracked. Due to the time-intensive process of recalculating and re-indexing SEO & Social Media metrics, timelines don’t typically go hand in hand with the SEO process. However, Analytics Reports make the process of manipulating and breaking down the ever-changing data a little easier and less cumbersome.
By involving ALS Writers, Researchers, Programmers & Fundraisers in the process, Mad*Pow was able to deliver a holistic SEO approach for the organization which ensured optimized information, increased site traffic, and Social Media enhancements to keep ALS TDI competitive and successful in its market.
For more information, please visit the ALS TDI Website