A non-profit in the fitness industry engaged Interactive Cleveland to conduct a full website audit and 12-month search engine optimization campaign to help reduce spending on paid search advertising and better track results from digital campaigns. As part of the audit, Interactive Cleveland provided recommendations on SEO, local SEO, user experience, and conversion optimization. After 12 months of maintaining the SEO campaign, the non-profit saw a sharp increase in customer requests and organic leads 3 months later, with organic search leads continuing to increase into the last quarter of 2013 and first quarter of 2014 during the peak season. Google organic leads increased 429% year-over-year.

1. i nteractive cleveland
i
Case Study:
Full Website Audit
Sean Hecking
Digital Marketing Consultant
p: 216.223.8779
e: sean@interactivecleveland.com
w: www.interactivecleveland.com
twitter: @interactive_cle / @seanhecking

2. BUSINESS CHALLENGE
A non-profit in the fitness industry expressed the need to improve organic search engine
marketing performance to help reduce the need for spend on paid search advertising. The
non-profit also requested the need to better track results from current digital campaigns. They
engaged Interactive Cleveland for a (12) month search engine optimization campaign starting in
February 2013.
SOLUTION
Interactive Cleveland conducted a full website audit and new organic keyword research in
February 2013. As part of a full website audit, Interactive Cleveland provided recommendations
on the following:
• SEO technical analysis and recommendations
• Local SEO recommendations
• Overall website user experience analysis and recommendations
• Conversion optimization recommendations and monthly reporting
RESULTS
After completing the assigned tasks on the website audit and maintaining ongoing search engine
marketing campaign activities for roughly (12) months, the non-profit noticed a sharp increase in
total customer requests and total organic leads (3) months after the initial audit. Organic search
leads continued to increase into the last quarter of 2013 and into first quarter 2014 during the
peak season for the fitness industry.
• Google organic leads increased YOY 429% (February 2013 vs. January 2014)