The Goal

To drive continued growth, TeamSnap was hoping to better leverage their expansive website and breadth of content to achieve a 10% increase in organic search traffic—and ultimately to increase both new sign-ups and upgrades to paid accounts through this channel.

The Strategy

We began our SEO work by eliminating myriad technical errors that were suppressing TeamSnap’s website in organic search results, including fixing structured data, linking orphaned pages, updating image tags, and fixing 4xx errors.
‍
Once the road was cleared and technical errors had been addressed, we moved on to ensuring that the features that TeamSnap provides to users—and the pain points its app solves for—were prioritized across the website’s content and within meta title and descriptions. Informed by both past organic search results and insights from paid media efforts, our efforts coalesced around high-importance keywords such as “team management,” “club registration,” and “rostering,” with an emphasis on important sports- (baseball, hockey, softball) and platform- (app, software, system) based modifiers to our core search terms.