American Rivers

Challenge:

American Rivers had built a new web site on a new platform and saw traffic drop by 40% upon launch of the new site. The Washington, DC non-profit also wanted consultative help leveraging emerging social media platforms to encourage increased site vistiation and member action and donations.

Strategy & Tactics:

Digital Axle rebuilt the home page to leverage social media and best practices. We retagged all of the substantial content on the site to increase its search engine discoverability. Using the existing platform, we created a footer system which increased the number of cross-links discoverable by Google by more than 300%. All meta-titles tags and descriptions were rewritten. Images were renamed. Branded social media pages were created on Twitter, Facebook, Flikr and YouTube. Finally, an instruction manual for use of social media incorporating Twitter, keyword research, use of video and other protocols was written and presented to American Rivers field personnel.

Results:

• 50% increase in organic search traffic from Google over 4 months
• 67% increase in Facebook fans