Transforming an Executive Search Firm for Non-Profit Organizations with SEO, PPC, and Market Penetration Strategies
Andava Digital partnered with a leading executive search firm for non-profit organizations to elevate their digital presence and capture a significant share of the Canadian market. Through targeted SEO, PPC, and strategic content initiatives, we helped drive substantial growth in organic traffic, leads, and conversions while dramatically reducing their cost per lead.
Organic Traffic
+
0
x
Lead Increase (YoY)
+
300
%
Cost Per Click Reduction
0
%
Cost Per Lead Decreased
0
x
About The Company
Our client is an executive search firm that specializes in placing top-level talent within non-profit organizations across Canada. With a focus on leadership roles, they serve a broad range of mission-driven sectors, including education, healthcare, and environmental causes. Their goal was to establish a dominant online presence to attract both non-profits in need of leadership talent and qualified executive candidates.
The company approached Andava Digital to build their website, enhance their visibility through SEO, and run high-performing Google Ads campaigns that would drive leads at a lower cost. They were looking to position themselves as leaders in the executive search space, capture a significant portion of the Canadian market, and build long-term digital authority.
The Challenge
The firm faced several key challenges:
- Building an Effective Online Presence: As a specialized executive search firm, they needed a well-designed, professional website that communicated trust and authority in the non-profit sector while making it easy for both non-profits and candidates to engage.
- Increasing Organic Traffic and Leads: Their previous digital marketing efforts weren’t delivering enough organic traffic or leads. To compete with established firms, they needed a comprehensive SEO strategy to rank higher in search results for industry-specific keywords.
- Reducing PPC Costs While Driving Conversions: Paid advertising through Google Ads was a key channel, but their costs per click and lead were too high. They needed to reduce costs while maintaining or increasing the volume and quality of leads.
- Building Online Authority: As a growing firm, they also needed to build authority within their niche. Securing high-quality backlinks and creating industry-relevant content was essential to establishing trust and gaining market share.
Strategy and Solution
Website Development and Optimization
We designed and developed a high-performing website tailored to the client’s niche. The website was built with a clean, professional design that highlighted their expertise and made it easy for both non-profits and potential candidates to navigate.
- User Experience (UX) Focused: The site was built with a streamlined user experience that guided visitors through the firm’s services and made it easy for organizations and candidates to submit inquiries or applications.
- Mobile Optimization: Given the executive audience, the site was optimized for mobile devices to ensure a seamless experience for busy professionals on the go.
SEO Strategy: Boosting Organic Traffic and Authority
We implemented a robust SEO strategy designed to increase organic traffic, drive leads, and build authority within the executive search space.
- Content Strategy: We developed high-quality, SEO-optimized content focused on leadership in non-profit organizations, executive recruitment, and industry trends. This helped drive relevant traffic from non-profits and candidates searching for executive roles and solutions.
- Keyword Targeting: Our SEO team identified and targeted high-intent keywords relevant to executive search in the non-profit sector. This included terms specific to the Canadian market and key industry sectors such as healthcare and education.
- Link Building for Authority: Over the course of the campaign, we secured 10+ high-quality backlinks from DR 80+ websites in the non-profit and leadership sectors. This increased the firm’s domain authority and helped boost their rankings for competitive search terms.
- 10x Growth in Organic Traffic: Through a mix of on-page optimizations, content creation, and link-building efforts, we achieved a 10x increase in organic traffic, making the website a key lead generation tool.
PPC Optimization: Driving Qualified Leads at Lower Costs
Our PPC strategy focused on refining Google Ads campaigns to target the right audience at a lower cost, while also increasing lead volume and quality.
- Cost Per Click (CPC) Reduction: Through careful keyword targeting, bid management, and ad optimizations, we reduced the Cost per Click (CPC) by 50%. This allowed the client to maintain a strong presence on search engines while keeping costs under control.
- 8x Decrease in Cost Per Lead: By optimizing landing pages and improving the overall campaign structure, we drove down the Cost per Lead by more than 8 times, maximizing their return on ad spend (ROAS).
- Conversion-Focused Ads: We continuously tested ad copy and creatives to ensure the best-performing ads were running, driving a 450% increase in leads YoY.
Content and Authority Building: Establishing Industry Leadership
To further enhance the client’s reputation and drive long-term organic growth, we focused on building their content library and securing authoritative backlinks.
- Thought Leadership Content: We created in-depth blog posts and resources on non-profit leadership, executive recruitment trends, and best practices. This content positioned the firm as a thought leader in the industry, attracting both non-profit organizations and executives looking for career insights.
- High-Authority Link Building: In addition to on-site content, we engaged in strategic outreach, securing backlinks from high-domain authority websites relevant to the non-profit and leadership sectors. This further boosted the client’s online visibility and credibility.
Services Provided
Our collaboration with the executive search firm included the following services:
- Website Development: Full design and development of a professional, high-converting website optimized for both desktop and mobile users.
- SEO: Comprehensive SEO strategy including on-page optimization, keyword research, content creation, and authority-building link acquisition to drive organic traffic.
- PPC Management: Google Ads campaign management focused on lowering CPC, increasing conversions, and maximizing lead generation.
- Content Marketing: Ongoing creation of SEO-optimized content designed to attract both non-profit organizations and executive candidates.
- Link Building: Securing high-authority backlinks from relevant websites to build trust and domain authority.
- Consulting: Strategic advice on market penetration and capturing a larger share of the Canadian market.
Business Impact
Massive Organic Traffic Growth
Through targeted SEO efforts, we increased the client’s organic traffic by 10x, making the website a key driver of inbound leads and helping the firm achieve greater visibility in the executive search space.
Significant Increase in Lead Generation
Our PPC and SEO strategies led to a 450% increase in leads YoY, allowing the firm to fill more executive roles for non-profit organizations and grow their business substantially.
Cost Efficiency with PPC
By optimizing their Google Ads campaigns, we reduced the Cost per Click by 50% and drove down the Cost per Lead by 8 times, maximizing their budget and ROI.
Authority and Market Capture
With targeted content and link-building efforts, the client captured 20% of the Canadian executive search market for non-profit organizations, solidifying their position as a trusted leader in the space.
Key Growth Metrics
- 10x organic traffic growth
- 450% increase in leads YoY
- 50% reduction in CPC
- 8x decrease in Cost per Lead
- 10+ DR 80+ backlinks secured
- 20% market penetration in Canada