Case Study: SEO agency boosts organic positioning of the Media Maratón de Bogotá

seo agency

At Tuatara, we are proud to have been part of the digital growth of the Media Maratón de Bogotá (MMB), one of Colombia’s largest sporting events. Thanks to our expertise as an SEO agency and specialists in organic positioning strategies, we helped the MMB improve its online visibility, increase organic traffic, and optimize its website.

Here’s how we achieved this success story and the results obtained.

Objectives of this mutualistic relationship

The Media Maratón de Bogotá faced the challenge of improving its digital presence and optimizing its website to attract more participants and sponsors. At Tuatara, we set out to achieve three key objectives:

  1. SEO Optimization: Improve the organic positioning of the MMB’s website in search engines, driving qualified traffic.
  2. Training in Google Analytics 4 (GA4): Equip the internal MMB team with the skills to autonomously monitor and analyze key website metrics.
  3. Comprehensive Website Diagnosis: Identify areas for improvement on the website to offer an optimal user experience and improve speed and performance.

Strategies implemented

1. SEO Optimization: Positioning the MMB at the top

A core part of the project was designing and executing a comprehensive SEO strategy to make the Media Maratón de Bogotá stand out in search engines. At Tuatara, we began with an in-depth analysis of keywords relevant to the sports sector.

  • Keyword Research: We focused on terms like “resultados MMB 2024” and “media maratón Bogotá,” ensuring the site’s content was optimized for these highly competitive keywords.
  • Marketing and Technical SEO Improvements: We addressed issues such as duplicate meta descriptions and corrected errors in structured data, improving the site’s indexing on Google.
  • Optimized Content: We reviewed titles, descriptions, and headers on key pages, aligning each element with SEO best practices.

2. Website Diagnosis: Enhancing user experience

Website Diagnosis: Enhancing User Experience

As a full-service SEO agency, we conducted an exhaustive website diagnosis. Our focus was on improving load speed and optimizing navigation, essential elements for enhancing the user experience and increasing site engagement.

  • Load Speed: Before our intervention, the MMB website had a Google PageSpeed score of 57/100 for mobile devices. After implementing improvements like file compression and image optimization, we achieved a score of 97/100 on desktop devices.
  • Error Fixes: We corrected issues with broken URLs and errors in the sitemap.xml file, ensuring smoother navigation and a better user experience.

3. Google Analytics 4 (GA4) Training

We knew it was crucial for the Media Maratón de Bogotá team to be able to monitor and manage their own data in real-time. That’s why Tuatara provided training in Google Analytics 4 (GA4) to empower the MMB team to make data-driven decisions.

  • Advanced GA4 Configuration: We set up custom events to track key interactions, such as registrations and visits to sponsor pages.
  • Real-Time Analysis: The MMB team can now monitor metrics like organic traffic and campaign performance, improving their responsiveness to any challenges.

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Results achieved as SEO agency for the Media Maratón de Bogotá

Our collaboration with the Media Maratón de Bogotá resulted in significant improvements across various aspects of the website and its digital presence. Here are some key outcomes we achieved:

1. Exponential growth in Organic Traffic

Results Achieved as SEO Agency for the Media Maratón de Bogotá

Thanks to our SEO strategy, the MMB website experienced a 616.5% increase in organic traffic, reaching a total of 257,000 users between March and August 2024. This result exceeded initial expectations and solidified the MMB as a reference in its sector.

2. Website performance improvement

The technical optimizations we implemented raised the site’s Google PageSpeed score to 97/100, leading to a much smoother and faster user experience. This significantly improved user retention and interaction with the site’s content.

3. Keyword positioning

Keywords like “resultados MMB 2024” and “media maratón Bogotá” reached top positions in search results, as did terms like “carrera atlética” and “reglas del atletismo.” This helped attract more qualified traffic and solidified the website’s authority in the sports sector.

4. Key statistics

  • Traffic Increase: 257,000 users in five months, with a growth of 616.5%.
  • Google PageSpeed Score: From 57/100 to 97/100 for desktop devices.
  • CTR (Click-Through Rate): 24.1% of users clicked on the site from search results.

Tuatara – SEO Agency

At Tuatara, we believe in the power of SEO and data analysis to transform businesses. Our collaboration with the Media Maratón de Bogotá is an example of how a well-executed digital strategy can take a brand to new heights. By optimizing their website and training their team in key tools like GA4, we not only improved their online visibility but also consolidated their long-term digital growth.

At Tuatara, we are experts in SEO and digital transformation. Let’s talk!

Author: Editorial 25 Sep, 2024