Valor Performance
10x Increases in Organic Volume with Strategic Keyword Targeting
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Client Background
Valor Performance is an online coaching platform dedicated to empowering individuals and organizations to reach peak performance in the workplace. With a focus on performance coaching for leadership teams, high performers, healthcare professionals, and sales managers, Valor's clientele includes prominent global tech companies, hospital systems, and other industry leaders. Committed to excellence, Valor pairs its clients with world-class coaches, encompassing PhD and master's-level academics, Olympians, and elite military leaders.
Challenge
Valor approached JDM with a new website that struggled to rank organically for relevant keywords. With fewer than 300 total keywords, which were predominantly branded terms, Valor’s online visibility and ability to capture the existing demand for their services was limited. Additionally, Valor lacked a comprehensive marketing strategy and the resources to develop a targeted keyword approach, hindering their ability to connect with potential clients.
JDM Approach
Keyword Research
We analyzed the right target keywords to meet our personas’ needs and intent at each stage of the funnel. We targeted all funnel stages to start, with a focus on upper-funnel, new-user traffic.
Content Optimization
To maximize the visibility and engagement of Valor's website, we focused on content optimization. We rewrote large chunks of main site landing pages and existing blog content to resonate better with the intended audience and increase chances of ranking for our target keywords.
Pillar Strategy
We applied JDM’s pillar-based approach, which included building themes and supporting topics to address each persona’s significant pain points and targeting long-tail keywords that did not work on the main landing pages or existing blogs.
Technical Application
In tandem with the above, we analyzed and optimized all on-page and back-end elements. We started with a focus on quick-win optimizations, then addressed larger projects with more sweeping improvements.
Strategy
When Valor began working with JDM, they emphasized the importance of keyword research and targeting. JDM promptly devised a new keyword strategy focusing on four main keyword groups: leadership, employees, coaching, and performance. The existing content on the website served as a foundation, allowing JDM to optimize landing pages and existing blog posts by incorporating the new target keywords. JDM identified that some of the key landing pages were not resonating with the intended audience and needed significant revision to align with the targeted keywords.
After optimizing the main site pages, JDM transitioned to generating fresh content that targeted long-tail keywords within each keyword group. Recognizing the need to enhance Valor's reach, JDM subsequently adopted a pillar strategy. This strategy entailed crafting landing pages tailored to different industry sectors that Valor sought to engage, such as leadership development, employee development, sales teams, and healthcare.
Collaborating closely with the Valor team, JDM developed blog topics that supported the landing page target keywords, addressing the questions and concerns of the target audience. JDM helped produce new blog posts by providing topics, SEO-optimized outlines, and valuable insights to Valor’s target audience.
JDM’s delivery of a comprehensive content marketing strategy helped Valor successfully position itself as a prominent player in the performance coaching industry. The strategic keyword targeting and optimization efforts, combined with the adoption of a pillar strategy, resulted in increased keyword rankings, enhanced blog performance, and improved visibility for Valor's website. These achievements expanded their reach to new audiences and solidified Valor's position as a go-to resource for individuals and organizations seeking to unlock their peak potential.
The Results
The implementation of JDM's strategic content marketing approach and optimization efforts yielded remarkable results for Valor's online presence and visibility.- 930% increase in avg. monthly blog impressions
- 956% increase in avg. monthly blog clicks
- 492% increase in non-brand keywords driving traffic to blogs