American Egg Board
Their Story
The American Egg Board connects America’s egg farmers with consumers while promoting the value of The Incredible Edible Egg™ through education, recipes, and digital experiences.
The Challenge
The Incredible Egg website had historically relied on organic traffic—but was experiencing year-over-year declines in both traffic and visibility.
To reverse this trend, the brand needed to:
- Rebuild site architecture around search behavior
- Improve the mobile experience
- Refresh and optimize existing content
- Increase overall site traffic and engagement
The Insights
- Existing site structure did not align with how users searched for content
- Valuable SEO equity existed but was not fully leveraged
- Content sprawl and outdated sections diluted performance
- Mobile experience required optimization to support growing traffic trends
The Strategy
Rise developed an SEO-first approach to redesign the site—aligning architecture, content, and technical structure with real user intent.
The Solution
Keyword-Driven Site Architecture
- Developed a comprehensive, site-wide keyword strategy
- Organized content around user intent to improve discoverability
- Rebuilt site architecture to align with high-value search queries
SEO-Focused Technical Foundation
- Created a URL strategy to preserve and capitalize on existing authority
- Ensured the new structure supported crawlability and indexing
- Built the site with an SEO-first mindset from the ground up
Content Optimization & Streamlining
- Identified high-performing pages using traffic data
- Removed, merged, and refined outdated or redundant content
- Focused efforts on high-priority pages to maximize impact
Post-Launch Monitoring & Optimization
- Implemented real-time SEO monitoring after launch
- Quickly identified and resolved issues
- Maintained performance stability during transition
The Results
The SEO-first redesign successfully reversed declining performance and drove significant growth in traffic and engagement.
