2012 Digital PR Awards: SEO


Winner: CRT/tanaka - Sweetening SEO for the Federation of Quebec Maple Syrup Producers’ Website

While Canada accounts for 80% of the maple syrup production worldwide, the Federation of Quebec Maple Syrup Producers' Web site message was all but invisible. As the Federation entered a year with significant news to announce, the CRT/tanaka team, which included Laura Petrosky, Cassandra Bianco, Jason Poulos, Ellen LaNicca Albanese, Ruth Lowenberg, Joanne Tehrani, and Pia Mara Finkell, knew the organization’s Web site (www.purecanadamaple.com) needed to be restructured, infused with a linkage strategy, married to the client's Facebook and Twitter pages and optimized for strategic search terms.

The goal: to move up the client's Web site to the first page of results in Google's search engine. To determine which specific keywords should be used repeatedly on the site, keyword ranking software was used to understand to find just the right words. Taking the focus off “maple syrup,” the agency chose words with high search volume and low competition, such as "maple syrup nutrition," "maple recipes Canada" and "pure Canadian maple syrup." The site itself was revamped for mobile, and improved photography was incorporated to lower the bounce rate. The agency also drew traffic to the site by repurposing SEO content through a Facebook fan page and Twitter, which helped grow client engagement and increase search-engine rankings.

The site was relaunched on March 1, 2011, and the results were sweet: From relaunch to Dec. 31, 2011, visitors increased by 364% from the same period in 2010. Page views increased by 514% and visits to the site from Google searches were up by 575%. 

Honorable Mentions

  • Cuyahoga Community College - Optimizing Education: SEO for 120 Programs
  • DMC Harper University Hospital - DMC Harper Bariatric Medicine Institute: Journey to a Healthy Life

  • Great Plains Communications -- SEO Campaign: www.gpcom.com

  • LexisNexis Web Visibility Solutions - Atlanta, Georgia DUI Attorneys: The Chestney Law Firm

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