Lamaze offers childbirth education for healthy birth practices, teaching tactics for pregnancy and safe, natural birth. Each January, the site experiences a bump in search query traffic as people consider professional development and career changes, including Lamaze educator certification. The site had several “unavailable” landing pages and was also battling a recent change to the Google algorithm, which could make appearing higher up in search results challenging. Lamaze wanted to make sure their site was up to date and ready for the increased January traffic.
Each January, search queries for Lamaze nearly doubled compared to December traffic. Visitors to the Lamaze website increase by almost 40%. To prepare for this annual surge, the True team needed to clean up the site of any broken links, as well as overhaul SEO keywords to respond to changes in the Google algorithm, which can impact search results.
The True team looked for opportunities to refresh and update the site, including streamlining and consolidation of keywords for SEO, refreshing ad copy, fixing unavailable landing pages and updating URLs to direct users to newer blog content. These changes helped our client successfully handle the January 2021 uptick in visitors by optimizing the website while overcoming search engine changes that would of dramatically reduced traffic.