The organization had a great website, but not too many people were actually getting to see it. Public relations and marketing firm CRT/tanaka analyzed the site and found that the content simply wasn’t optimized to draw in people searching via Google and other search engines.
The agency took two months to resolve that problem, and in doing so earned PR Daily’s PR & Social Media Award for Best Use of SEO.
CRT/tanaka opted to go beyond general terms such as “maple syrup.” Other companies had already invested too much in winning the top results on those search terms. Instead, the agency targeted specific terms it identified as having a high search volume and low competition. Those included “maple recipes Canada,” “maple syrup nutrition,” and “pure Canadian maple syrup.”
Not only did that help put the Federation near the top of the results for certain searches, it also helped get its message out that syrup is a healthy alternative to sugar and is great for cooking.