A national healthcare nonprofit was leaving most of its $10,000 Google Ad Grant unspent every month on a Dynamic Search Ads setup. We transitioned the account to Performance Max in October 2025. Monthly grant spend rose 165.738% to hit the full cap by April, clicks grew 439.206%, and website events increased 107.692%.
SEO + Content Case Study
Content Strategy Turns Blog into Lead-Generating Revenue Source for B2B Education Consultants
Content strategy, refined and implemented, led to skyrocketing organic visibility, keyword rankings, and lead generation.
The Client
The Client is a literacy expert that works with thousands of schools across the United States to put the science of reading into practice. Their goal is to help teachers provide the best literacy instruction for students through their science of reading curriculum.
The Objective
The Client came to DTC with strong branded search volumes, which made up roughly 90% of their organic traffic, however they lacked visibility for non-branded keywords within their sphere of influence. Our objective was to create a content strategy to close the keyword gaps between our Client and their competitors and position our Client as an authority in search for literacy instruction.
Results
173%
increase in organic form submissions, YoY
1960%
increase in non-branded keywords in the Top 3 search positions, YoY
2361%
increase in organic monthly traffic value, YoY
SEO Strategy
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The Problem
We’ve encountered many businesses that are true experts in their field, but their expertise and authority does not reflect in their organic visibility in search engine results pages (SERPs) or keyword rankings. That was the case with this particular business. They had very little non-branded traffic and their competitors were beating them for prime spots in search rankings for the most high-value keywords.
Part of the problem contributing to this disparity between client expertise and visibility was the underutilization of their blog to communicate thought leadership. We found that the blog content itself was written for an extremely academic audience, more advanced than what the typical Googlebot can read, comprehend, assign authority to, and rank accordingly. It also was laden with external citations rather than enriched with quotes and internal citations to the experts within their organization.-
The solution
To bridge the gap between expertise and visibility in search, we wanted to help train our client on best practices for blog formatting while optimizing their existing content to perform to its best ability. Our team placed a great deal of emphasis on educating the client about the necessary formatting changes, citations, and translating the depth and breadth of their expertise into search-friendly, thought leadership content.
We then paired that comprehensive content strategy for the blog with strategic product page optimizations to grow their non-branded search.
During this four-month period of work we targeted 16 pages on the blog to build contextual relevance and authority within the B2B literacy niche for their product pages. And paired the blog optimizations with additional product page-related optimizations to simultaneously grow their visibility in non-branded search.-
Why it matters
Beyond the impressive metrics improvements this strategy produced, we were able to establish a strong partnership with the client through ongoing education about content strategy.
We commonly see extremely niche and expert clients struggle to translate that expertise into search-friendly content. While their writing was rich with information, citations and language choices made it difficult to translate that authority into relevant rankings in search engine results. A few strategic changes, emphasis on keyword targeting and formatting updates produced impressive results that balanced their expertise with the realities of search engine rankings.
During the four-month period of this content strategy the client’s overall website visibility skyrocketed, year-over-year. Not only did impressions increase dramatically, but clicks through to their website through organic search followed a comparable trajectory.
Results
Not only did organic visibility, clicks and impressions dramatically improve year-over-year, the client experienced a marked improvement in keyword rankings for targeted and competitive keywords. We were able to help our client cut rankings gaps between their website and their biggest competitors in the science of literacy space, and grow their website’s non-branded keyword rankings.
The new content we created for their site produced an increase in leads, 21% of which came from their blog – which for this client, blog-generated leads are highly unusual. As a result, we were able to turn their blog into a lead generation avenue that had been previously underutilized due to lack of performance.
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