RFAM SEO Project
In 2019, the reining industry faced the opportunity of a lifetime. Paramount Network and Brumley Events collaborated to produce a TV show called The Last Cowboy, which featured top NRHA Professionals preparing to compete at the first-of-its-kind Run for a Million event. While NRHA didn’t own the event, my team knew we had to capitalize on it. We developed an SEO program using a specially focused landing page that’s been updated for the 2021 event and TV show, a Google ad campaign, and Facebook and Instagram ads to drive people who searched for various key terms tied to the show, its personalities, and the event to NRHA.com. Here, they could learn more about the sport, the stars of the show, and what goes into caring for reining horses. They also could join a fan email list and become members of NRHA.
The program boosted web traffic 30% in the first week alone. It gained steam throughout the 6-week run and garnered 200+ names for the email list. Those who signed up received special content to educate them about reining and had a chance to win an all-expenses-paid trip to the 2019 NRHA Futurity.