The Place Brand Observer

Project Description

Background

A place brand can be worth billions. It can bring focus and discipline to everything a local, regional, or national government does, from economic development, talent attraction, and attracting visitors to urban design and alleviating poverty.

Places, however, are complex, disparate, and often contradictory, which makes place branding enormously challenging. When it works, we reinforce our best selves in everything we say and do. When it doesn’t work, we suffer through random ideas, borrowed strategies, and bad guesses.

Client Goal

Florian Kaefer, the Director of TPBO, came to me in Feb 2019 to grow his website’s organic traffic and rank up highly competitive keywords to generate high quality traffic and genuine leads from the USA and the rest of the global market.

Strategy

In the highly competitive niche of news portals, a client approached me after experiencing a decline in traffic due to the implementation of black hat techniques by their previous vendor. Our first step was to meticulously identify all detrimental links and promptly disavow them. With a clean slate, we commenced a comprehensive strategy.

Although the site already boasted quality content and existing keywords, we conducted an exhaustive audit to further enhance its performance. We recommended content improvements and identified keywords with higher potential, discarding those that failed to generate significant search volume. Armed with these insights, we devised a meticulous plan for link building and content creation.

After just a few months of diligent efforts, the website began to witness a resurgence in traffic. As time progressed, the site’s performance continued to improve steadily, with a notable increase in both visitors and leads.

Services

Monthly Website Audits
Content Recommendations
New Keywords Research and Implementation
Removed broken links and bad external links
Onsite Meta tags optimization and target Urls Setup
Link Building and Content Building ongoing efforts

The Results

Over 100+ competitive keywords ranked where 70% keywords ranked on the top 1 page and the rest 20% and 10% ranked on the 2nd and 3rd page respectively on Google.com