Case Overview
Maine Water Utilities Association (MWUA) partnered with us to strengthen their online presence, increase visibility for key educational content, and better serve their audience of industry professionals, municipalities, and water system operators. Our goal was to turn their valuable resource library (PDFs, guides, and technical tools) into organic traffic powerhouses through targeted SEO strategies and content optimization.
By focusing on data-backed improvements and consistent monitoring, we were able to significantly grow organic reach and drive more meaningful engagement across the site.
Involvement
- Web Design
- WordPress Website Management
- SEO & Digital Marketing
- Brand Strategy & Creative
- Social Media Management
The Brief
MWUA wanted to better leverage their existing and newly created content to reach a wider audience searching for water-related standards and resources online. The objectives were clear:
- Increase visibility for high-value, evergreen content
- Improve rankings for niche, technical queries
- Boost qualified organic traffic to support educational initiatives
- Strengthen brand authority within the water utilities sector
Our task was to identify underutilized opportunities, prioritize them based on search potential, and implement a scalable SEO strategy tailored to the nonprofit’s mission and audience.
Our Approach
Our campaign centered around audience-aligned SEO strategy, content structuring, and performance monitoring.
Strategy Development
We started by aligning with MWUA’s leadership team to understand their goals and target personas. We identified several core themes that resonated with their audience:
- Water training and education
Water quality and safety
Public awareness
Utility and municipality support
Technical + Content Optimization
We audited existing pages for performance and content gaps, then focused on:
Improving meta titles and descriptions to drive higher click-through rates
Building internal links to underperforming content from high-traffic assets
Refreshing older resources with updated copy, improved structure, and schema markup where applicable
Ongoing Monitoring & Reporting
Using Google Search Console data, we tracked monthly and quarterly performance metrics – clicks, impressions, CTR, and ranking position – providing the client with transparent updates and strategic recommendations over time.
The Results
Organic Growth Highlights
21,000+
Organic clicks to the concentration-to-mg/L calculator
127%
Increase in site-wide organic search sessions year over year
215–230
Average website clicks per day through Google Search
- Optimizing meta content (titles, descriptions) was key to increasing CTR, particularly for high-impression queries.
- User intent matters. Focusing on utility-driven content (like calculators and guides), we connected with users exactly when they needed answers.
- Collaborative planning with the client allowed us to prioritize meaningful content updates and deploy resources where they mattered most.
By identifying content with untapped potential (such as technical tools, regulatory PDFs, and seasonal guides) we crafted a focused SEO strategy that aligned with the organization’s goals and audience needs.
Our company uses NorthView Digital and we couldn’t be more impressed with the level of service we receive. Mike’s attention to detail is remarkable; he takes the time to understand our vision and execute it flawlessly.
Moreover, his responsiveness is outstanding. Whenever we need additions or changes, he is quick to respond and eager to assist. This combination of thorough attention to detail and prompt responsiveness make our relationship smooth and stress-free. We highly recommend NorthView Digital to anyone looking for top-tier website development services.