CASE STUDY
Stanford Social Innovation Review
ABOUT
Website: ssir.org
The Stanford Social Innovation Review (SSIR) is an award-winning magazine and website written by and for social change leaders from around the world. SSIR’s mission is to advance, educate, and inspire the field of social innovation by cultivating and sharing the best in research- and practice-based knowledge.
SERVICES PROVIDED
Content Marketing
We refined SSIR’s content strategy and organization, conducting keyword research to capture new users through existing content. We created an editorial guide supplementing their style guide and helped consider information architecture, user journeys, and navigation. The result was a 20% year-over-year increase in organic search traffic.
Technical SEO
We reviewed and augmented a prior technical SEO audit to build an action plan, then trained SSIR interns and worked alongside their dev team to redirect thousands of critical search errors and generate metadata to improve click-through rates. We also audited site speed and provided performance recommendations.
Capacity Building
We built custom SEO dashboards to monitor organic traffic growth and flag critical errors early, created a link-building action plan, and established internal benchmarks through regular Google Analytics insight reports.
OVERVIEW
Despite a wealth of content, SSIR was experiencing little growth in organic search traffic. To reach new audiences, SSIR needed help evaluating the SEO structure of SSIR.org, implementing technical recommendations, and refining their content strategy around high-value search keywords.
Big Wins
- 20% year-over-year increase in organic search traffic
- Thousands of critical search errors identified and redirected
- Custom SEO dashboards built for ongoing monitoring
- Editorial guide created to optimize content without compromising institutional voice
What We Did
Beginning in February 2018, Whole Whale worked closely with the SSIR team to position their site for organic growth and help their seasoned editorial staff understand how simple structural tweaks and keyword strategy can increase reach without compromising their institutional voice.
CLIENT TESTIMONIAL
Key Insight
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