Search Engine Optimization Case Study: PRSA

Despite being an ever-expanding and constantly evolving industry, finding and securing a job in public relations (PR) remains a challenging endeavor. This fact was not lost on the Public Relations Society of America (PRSA).  As a service to public relations professionals, the PRSA enhanced the usability of its Jobcenter. Of course, before PR professionals could use the Jobcenter to find jobs, the Jobcenter itself had to be found by PR professionals.

The following search engine optimization case study illustrates how TopRank® Online Marketing helped secure targeted keyword rankings for the PRSA Jobcenter, leading to visitor referral increases exceeding 400%.

Situation:

With over 32,000 professional and student members, the Public Relations Society of America (PRSA) represents the world’s largest PR organization. One of the key resources the PRSA offers to its members is the PRSA Jobcenter, where over 77,000 potential employees are able to connect with a seemingly infinite number of PR professionals of all experience levels.

In September of 2008, the PRSA made the decision to upgrade the architecture of the PRSA Jobcenter, with the objective of improving both traffic via search engine visibility and overall usability for its members.

As a component of its existing search engine optimization and consulting program, the PRSA engaged TopRank® Online Marketing to improve the usability and search engine visibility of its Jobcenter.

Solution:

TopRank® Online Marketing began by conducting an SEO Audit to identify target market keywords that would best meet the needs of candidates searching for specific types of PR and communications jobs.  As a result of this audit, a keyword glossary of popular and relevant terms was created and used to make recommendations to update pages, tags and links.

A component of the recommendations made by TopRank® Online Marketing was the creation of job category pages that offered specific information on the top PR job searches being conducted. TopRank® Online Marketing worked with the PRSA to create an RSS feed for each category, allowing job seekers to subscribe and receive automatic updates.

The new job category pages provided not only targeted content for the search engines to crawl, but also created a seamless connection between the employers and job seekers at the PRSA Jobcenter.

In addition, TopRank® Online Marketing implemented a variety of link building tactics, including the use of a widget, to populate other web sites with PRSA powered job listings.  These tactics provided both direct traffic and signals to search engine crawlers that other topically relevant web sites considered the PRSA Jobcenter a valuable resource.

Results:

Within the first six months of implementing recommendations, total traffic to the PRSA site increased by 20%, while pageviews for the PRSA Jobcenter increased by 40%.

Additionally, visitor referrals from competitive keyword rankings increased substantially.  Referrals from the keyword ‘public relations jobs’ alone, now ranking #1 in Google, increased by over 450%.

“The SEO team at TopRank has been a tremendous partner for improving the search engine visibility of the PRSA Jobcenter. Their work with keyword research, content optimization, code SEO and link building has been instrumental to growing a key business for our organization. I recommend SEO consulting services from TopRank without reservation.” – William Murray, President and COO, Public Relations Society of America (PRSA)

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