“Bonsai greatly influenced my national awareness.”
TOM FLICK, FOUNDER, TOM FLICK COMMUNICATIONS
Change Management Speaker
Total Website Conversions
Tom Flick has been an influential leadership speaker for over 30 years. He’s very well known throughout the national speaking community. However, his digital presence wasn’t reflective of his high level status. He came to us with a desire for more visibility.
In the speaking industry, your online presence is everything. Anyone looking to book a speaking engagement is going to first search the subject. This means your website should be closely associated with your subject matter and easy to find. As an industry leader, Tom needed to rank in the top search results for his focused topics on “change leadership.”
Before approaching Bonsai, Tom didn’t have a marketing or SEO strategy. We were essentially working from ground zero, which in our minds is the definition of an exciting challenge.
We started by narrowing down Tom’s core speaking topics, targeting those with existing search volume. Keeping his goal of a national audience in mind, we got to work on optimizing his site. Content marketing was another important piece to this project’s success. We helped create and manage Tom’s website content, like blogs, to drive traffic to the site.
Our solution was simple. Following our best practices for implementing SEO principles, we were able to take an average website to the top of the search page.
Given that Tom is an independent professional without a large marketing budget, we made sure he was getting the best bang for his buck. This meant, scaling our local SEO strategies and applying it to a more national reach. Instead of using geographical keywords such as “Seattle Leadership Speaker” we focused more on his thought topics like “Change Leadership Speaker.” Not using a local distinction greatly improved Tom’s results.
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