Case Study:

 

Search Engine Marketing for Economic Development

Helping Arlington Drive & Measure Meaningful Engagement From Targeted Decision Makers

Services Provided

Search Engine Optimization (SEO)
Google Search Ads
GA4 & GTM Configuration
Reporting Dashboard
Digital Marketing Consulting

After the launch of their new website, the team at Arlington Economic Development (AED) was eager to expand their reach and impact to more key industry decision makers and local entrepreneurs.

In addition to increasing traffic from target audiences, they needed an effective way to measure and showcase the impact of their efforts.

Vetrano Digital helped Arlington gather insight around what terms key audiences were searching, implement an SEM strategy to engage decision makers during location research and establish comprehensive reporting to track success over time.

 

 

 

THE NUMBERS

22%

Increase in organic traffic (yoy)

51

target keywords ranking on page 1

3x

Higher conversion rates than B2B benchmarks

17k

hyper-targeted b2b users attracted to site

PROGRAM GOALS

U

Increase organic site traffic & engagement

Configure analytics to track important KPIs and conversions

Build a customized digital dashboard to measure success and visualize data.

Engage industry-specific decision makers as they are conducting location research

HIGH LEVEL IMPACT

Configured analytics & report to track meaningful digital KPIs like contact actions

Attracted thousands of targeted decision makers during location research

Drove key audiences to get in touch, set meetings, subscribe & download reports

Increased AED’s share of voice with strong organic rankings for important topics

TESTIMONIAL

Hiring Vetrano Digital was one of my best decisions! Brianna’s expertise in economic development, coupled with her digital marketing experience, make her an invaluable resource. Thanks to her, we saw huge improvements in our rankings and organic traffic, as well as excellent Google Ad returns. And, on top of all that, she’s proactive, responsive and just plain easy to work with.
Linda Keens

Web Manager, Arlington Economic Development

KEY ELEMENTS

Audit & Strategy

Conducted an in-depth analysis of historical performance, current rankings & audience search habits to craft a strategy to boost awareness and drive actions.

Cohesive SEO & Paid Search Program

Implemented a paid search program combined with strategic SEO optimizations to reach business decision makers conducting research online.

Analytics Configuration & Custom Reporting Dashboard

Established KPIs & set up analytics to track important actions across AED’s website. Built a digital dashboard to track success & visually showcase data visually.

Ongoing Digital Counsel

Providing counsel, analysis and support to the AED team across a variety of digital focus areas, including website UX, organic social, paid media and more.