FSC.org website – SEO / SEM
Why it matters: Demonstrates full-funnel content + measurement rigor.
Lifting Google visibility with a full-funnel Content SEO roadmap and SEM.
FSC is the world’s most trusted forest-certification body, yet its global site trailed peers in search visibility.
Objective: After a 2023 GA4 migration and technical SEO clean-up, created FSC’s first 3-year Content-SEO strategy, deployed it in English, and secureed Top-3 rankings for at least 20 strategic keywords within 6 months, driving sustained traffic, engagement, and inbound requests.
Led SEO / SEM strategy, collaborated with a leading SEO agency and coach 30 regional editors. Controlled a $120k optimization budget.
- Commissioned agency audit of FSC.org (English, Spanish and French) plus 4 competitor sites; synthesized into a 3-year roadmap.
- Defined 200 branded & unbranded keywords, mapped to Top / Mid / Bottom funnel stages.
- Launched a Blog hub with 25 long-form, search-optimised articles; each article structured with schema, internal links, and CTA blocks.
- Launched GA4 events and Looker Studio dashboards – traffic, engagement, and keyword-position views.
- Deployed $10k/month Google Ad Grant to capture high-value long-tail terms while organic rankings climbed.
- Ensured GDPR compliance.
- 20 strategic keywords reached Top 3 within 6 months.
- +45% YoY organic sessions and -12% bounce rate (first 9 months).
- Blog hub drives 23% of all new sessions.
Internal: Digital Communications, 30 regional editors, Investment & Partnership, Procurement, Legal.
External: Inc. 500 Content SEO agency.