State Consumer Protection Website
Effective Content Organization Starts with Understanding How People Search
A state agency tasked with consumer protection wanted to improve both the organization of its website and its visibility in search engines. With the goal of educating the public about scams and increasing online submissions of consumer complaints, the agency invested in a digital marketing audit. The goal was clear: optimize the site structure and content for better discoverability and engagement.
The Challenge
The state government agency's existing website had valuable consumer protection content, but it was not organized in a way that met user needs or ranked well in search results. Users struggled to find relevant information on how to protect themselves from scams and how to file complaints. The challenge was to redesign the site with a user-first approach, aligning content structure with the way people search online.
Our Approach: SEO-Driven Content Strategy
Through comprehensive search behavior research, we identified a wide array of queries related to different types of scams. Instead of lumping scams together in a single list, we restructured the content to better reflect how people searched for information. This research informed the following strategy:
Content Categorization: The site was organized into 11 distinct scam categories, such as "Automotive," "Seniors," and "Health Care." This new structure allowed users to find specific types of scams that were most relevant to them.
Dedicated Scam Pages: Rather than grouping multiple types of scams together on a single page (e.g., Phone, Mail, and Fax scams), individual pages were created for each scam type. This improved search engine visibility by targeting specific keywords for each type.
SEO Optimization: The content was optimized for high-traffic keywords related to scams, complaints, and consumer protection. Internal linking strategies were also implemented to guide users through the website more effectively.
Results
The redesigned website with targeted content categories and specific scam pages has continued to rank highly in search results. Even outside of the state, these consumer protection pages are recognized as some of the most visible online resources for scam-related information. By improving both the site's architecture and SEO, the agency has been able to better educate the public and drive more online complaint submissions.
Key Outcomes
Improved search engine visibility for scam-related content.
Increased traffic to consumer protection pages.
Better user engagement, with more people accessing valuable scam prevention resources.
Ongoing top rankings for relevant scam-related search terms
Explore Similar Success
Looking to replicate these results? Contact us to learn how a tailored digital strategy can transform your agency’s impact.