Case Studies July 16, 2025

How C.A.S.E Achieved 17.1% More Direct Traffic through Targeted SEO

The non-profit C.A.S.E. had critical resources that were invisible in search results due to poor on-page and technical SEO. An SEO strategy focused on keyword targeting and content optimization increased new users from search by 17.1% and boosted page views per session by 51.4%

About C.A.S.E

BSA implemented a comprehensive SEO strategy to make C.A.S.E more visible.

Center for Adoption Support and Education (C.A.S.E.™) is a leading nonprofit organization dedicated to ensuring that every child and family receives the resources they need for a successful adoption journey. They offer specialized education and counseling services. Despite its critical mission, C.A.S.E. struggled to differentiate itself from its competition, which dominated search results. To expand its digital footprint, distinguish itself, and reach a wider audience, C.A.S.E. partnered with Blacksmith Agency to enhance its search engine visibility and overall user engagement.

Services Rendered

To ensure potential customers could easily find our client on Google, we provided a complete SEO solution.

Technical SEO

We audit your website to make sure search engines can easily find, read, and understand your website. By fixing technical issues and optimizing for speed and mobile-friendliness, we ensure your site is built to rank well and provide a great user experience.

Local SEO

For businesses that serve a specific community, we help you show up in local searches and on Google Maps. We make sure your business information is correct and consistent everywhere online, so customers in your neighborhood can find and visit you easily.

Content Optimization

We take the great content you have (or help you create it) and make sure it’s exactly what people are searching for. By aligning your message with the right keywords, we help you answer your customers’ questions and turn your website into a go-to resource.

Underoptimized On-Page Content

The website’s core on-page elements, such as meta descriptions and headings, were underoptimized. This made it difficult for search engines to understand the relevance of their content, resulting in limited visibility for families and professionals actively searching for their vital resources and services.

Poor Mobile Performance

The site was slow to load on mobile devices, contributing to poor technical SEO that negatively impacts search rankings. Additionally, images lacked descriptive ALT texts, making the content inaccessible to users with visual impairments and hindering the site’s overall SEO potential.

Uncompetitive Content Strategy

The content strategy was not designed for organic search growth as it was almost entirely focused on short-term, time-sensitive content like company announcements and event promotions. As a result, their blog failed to build any lasting topical authority or attract a new, top-of-funnel audience.

The Solution

On-Page SEO and Keyword Strategy

We executed a foundational on-page SEO strategy, which included optimizing all headings, meta descriptions, and implementing targeted meta keywords. This entire strategy was aligned with C.A.S.E.’s mission to ensure they appeared for the search terms most used by families and professionals actively seeking adoption and foster care support.

SEO-Driven Brand Storytelling and Positioning

We went beyond technical optimization and implemented a strategy to weave the company’s unique brand story and market positioning into all of its core content. This solution ensured that the website’s copy was both keyword-rich and persuasive, transforming their pages into a narrative that differentiated them from competitors.

An Authority-Building Blog Content Strategy

To build long-term organic growth, we created high-quality, informational content organized into topic clusters that answered specific user questions. This solution steadily built its topical authority, establishing the client as a trustworthy expert and a go-to resource in their industry.