Case Study: Goodwill of Greater Washington achieves major SEO gains and increased organic traffic with Conductor

Goodwill of Greater Washington - Customer Case Study

The Goodwill of Greater Washington is a DC-based nonprofit that provides free job training and employment services and leverages its retail operations to support that mission. Facing limited in-house SEO expertise and budget (they managed just 78 keywords and had an average keyword rank of 36 in December 2012), the team lacked competitive insight and couldn’t rely on paid search, so improving organic search became a priority.

By adopting Conductor’s Searchlight platform and using its workspaces, recommendations, training, and analytics (including switching to “vanity” URLs), the team rapidly scaled their SEO program and learned to act on quick wins. After one year they improved average keyword rank to 17 (+19 positions), grew tracked keywords to 866, gained deep competitive visibility, saw measurable increases in organic traffic (with anecdotal rises in retail revenue and donated goods), and positioned themselves for future growth with store-level microsites and an SEO-optimized site.

Goodwill of Greater Washington

Shanna Gidwani

Digital Media Manager