Who is Throughline Group?
Throughline group is a public speaking and media training firm in New York City. Their core service offerings include public speaking training, media training, and presentation training for professionals at all stages of their careers, including executives. Throughline Group also coaches subject matter experts who require assistance with articulating their knowledge and improving their public speaking skills.
Throughline Group not only aims to deliver high-quality training. The company focuses on building relationships beyond its workshops to create long-term partnerships with clients that will benefit from ongoing guidance related to public speaking, media communication, and presentation delivery.
CEO Throughline Group Company
Challenges and desires of customers
Growing Organic Visibility in a Competitive Market
The first challenge was to identify the best organic search opportunities in what is a very competitive market. The online landscape for corporate public speaking and media training is dominated by companies with an established presence in organic search and brand recognition.
Although Throughline Group had an established client list, the company needed to invest in its online presence in order to keep pace with the marketing efforts of competitors. And since they’re based in New York City – and because their engagement with Sure Oak started before the coronavirus pandemic
Pivoting Strategies Due to the Pandemic
COVID-19 caused many businesses to pivot to a more digitally focused form of products and services. Throughline Group actively pursued a restructure of their business to transform in-person classes into virtual workshops to meet the rising demand of a socially distanced population.
This transition required a huge pivot from our original locally-focused SEO strategy to expand the site’s keyword portfolio outside of terms specific to New York City. Most important was earning keyword rankings related to virtual and online offerings — even in the public speaking and media training space.
1. The way businesses do SEO in the past relied heavily on the backlink method.
If you have bought a lot of satellite sites to put backlinks on their website, it is easy to see that the number of backlinks of the business is quite high compared to competitors in the same industry and tends to increase. But as the results have seen, their SEO method is not effective. SEO by backlink alone is a very unsustainable SEO method.
2. The brand keys, even though they are on the Top, are not on the right landing page
This not only wastes a lot of the SEO efforts of the business, but also cannot properly answer the search intent of the user. This will lead to a reduced user experience on the site.
1. 91% of the keyword sets reached the Top 3 compared to the commitment of 70% Top 5
The increase in organic sessions, keywords ranking, and conversions, are best highlighted by comparing results over multiple years and year over year. Throughline Group and Sure Oak worked collaboratively to execute a comprehensive and authoritative content strategy that included
Organic Traffic Increased sharply
The increase in organic sessions, keywords ranking, and conversions, are best highlighted by comparing results over multiple years and year over year. Throughline Group and Sure Oak worked collaboratively to execute a comprehensive and authoritative content strategy that included new service pages, a resource hub, and blog posts.
2. Direct SEO brings more than 50% of conversions
The execution of creating excellent content benefited from a collaborative approach between their internal content writers and Sure Oaks’s team of SEO experts to ensure that each page was optimized and implemented in line with SEO best practices.
In tandem, Sure Oak executed a link building campaign focused on improving the page authority of high-value pages, in addition to the overall authority of the site, while ensuring the site maintained a natural and diverse organic backlink portfolio.
Bob and his team at Need SEO did a great job setting up my business website.
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