The International Advertising Association (IAA) has been a pioneering force in marketing and advertising since its founding in 1938. Despite its long standing reputation and strong international presence with several subdomains, IAA had been struggling with their online visibility. Before partnering with Visionary Media, IAA worked with another SEO company, but their efforts did not meet expectations. The existing website, hosted on Laravel CMS, was not generating the desired traffic or engagement, prompting IAA to seek a more effective solution.
IAA encountered several key challenges
with their SEO efforts
The primary goal was to increase overall site traffic, boost subscriptions, and enhance user engagement.
The IAA needed to improve rankings for specific sustainability keywords critical to a summit they had in a couple of weeks.
The website suffered from slow loading times and XML errors, which negatively impacted their SEO performance.
To address these challenges,
Visionary Media
implemented a
multifaceted SEO strategy
We conducted comprehensive keyword research to identify existing rankings and areas for improvement. Based on this analysis and discussions with IAA, we selected 8 targeted keywords to focus on.
We optimized both the front-end and back-end of the website, including: On-Page Optimization: Enhanced meta tags, headings, and content to better align with target keywords. Implemented internal linking strategies to improve site structure and navigation. Off-Page Optimization: Built high-quality backlinks from reputable sources to increase domain authority and improve search engine rankings.
Minor design changes were made to the homepage and subscription page to boost user engagement and subscription rates.
Addressed technical issues, including optimizing loading speeds and fixing XML errors, to ensure a smoother user experience and improved SEO performance.
Utilized tools such as Google Analytics for tracking and analysis, SEMrush and Camelrank for keyword research and competitive analysis, and Google Search Console for monitoring site health and performance.
A 31.3% increase in new users and a 32.3% rise in active users over the course of a year.
A 25% increase in engaged sessions, indicating higher user interaction with the site.
Successfully improved the rankings for DEI keywords. Within just 7 weeks, all targeted sustainability keywords were well ranked, none higher than 15 and some in the top 10—a notable improvement from previous rankings considering the shortened time frame.
The SEO efforts significantly enhanced IAA’s online presence, leading to increased traffic, improved
keyword
rankings, and higher user engagement.
The successful optimization of sustainability keywords and the resolution of
technical issues helped position IAA as a more prominent and accessible resource in the marketing and
advertising
sector.
Visionary Media remains committed to supporting IAA with ongoing SEO and digital marketing strategies.