About
Website: Idealist.org
Idealist is the reason that many of us at Whole Whale have the jobs we have: They are all about connecting people who want to do good to opportunities for action and collaboration. With more than 120,000 organizations and 1.4 million monthly visitors to their websites, Idealist helps people move from intention to action all over the world and is the leading resource for jobs, internships, and volunteer opportunities in the nonprofit and social impact sectors.
The Challenge
Our friends at Idealist had relaunched their website in early 2017, separating some of the key content aspects of the site to separate domains and making idealist.org dedicated to postings for jobs, internships, and volunteer opportunities. Previously, they had been hosting most of their job-finding content on idealistcareers.org, and a few new domains and subdomains were added into this mix to account for the different verticals offered by Idealist (Jobs, Internships, Grad Fairs, Career advice, and HR advice). As fate would have it, we began working with Idealist just as Google Jobs was launched, and there was concern over how this innovation would affect their job listings traffic.
What we did
To make this strategy work in Idealist’s favor, Whole Whale was brought in help Idealist ensure that they could track users moving across domains and leverage their already robust content strategy into attracting new key audiences.
Google Analytics
We began with an audit of Idealist’s Google Analytics. We sketched out a cross-domain and subdomain tracking system in Google Tag Manager for Idealist’s CTO to implement, thereby allowing them to see if a user moved from reading content to scanning job listings.
Content Marketing + SEO
In tandem with our audit of Google Analytics, we performed a technical SEO audit following the Idealist site relaunch. We discovered a number of 404s and other areas to be addressed within this audit and addressing these technical issues helped with Idealist.org’s ranking within Google.
On the Google Jobs front, we stayed ahead of the curve with the developments surrounding the platform to help Idealist understand the lay of the land. In addition to our organic keyword research and content modeling and training around the core verticals of the Idealist brand, we also prepared a content modeling guide specifically for job posters to help stay in line with the new best practices as dictated by Google Jobs.
Google Ads
We moved Idealist from a Google Ads Express account to Google Ads proper and built out ad groups that would allow them to promote key landing pages on IdealistCareers.org. We made suggestions for how they could further incorporate job postings into Careers content to direct Ad grant traffic back to the main Idealist.org site.
Capacity Building
Finally, we built training into all of these areas of our work so that the idealists of Idealist could merge their content skills and passion with our data and insights towards implementation. Our final trainings on SEO content and Google Analytics (the second of which we offered in two sessions to account for new users and power users) each had about 15 people in attendance.
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