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Americamp
When AmeriCamp UK—the leading program for young adults in the UK seeking life-changing summer camp experiences in the United States—partnered with Slam, the goal was simple but ambitious: become the #1 online resource for summer camp jobs. See how we did it.
The TL;DR
AmeriCamp UK, renowned for its strong support network and premium placements for young adults at U.S. summer camps, needed a powerful SEO strategy to dominate search rankings. Slam Media Lab took on the challenge with a data-driven SEO content strategy, focusing on high-quality, conversion-focused articles and strategic keyword optimization. The result? A 331% surge in organic clicks, #1 rankings on highly competitive keywords, and AmeriCamp UK now dominating as the top summer camp resource for UK youth.
The Challenge
What would it take to transform AmeriCamp UK into the go-to online authority for summer camp jobs?
AmeriCamp UK had the reputation, the loyal audience, and the expertise. But to expand their impact, they needed to capture the attention of young people who were actively searching online for U.S. summer camp opportunities. The challenge? Compete with well-established players in the industry and rank at the top for high-volume, non-branded search terms like “summer camps in the U.S.” and “camp counselor jobs.” This would require a strategic, data-driven approach to break through the noise and capture the attention of UK-based young adults dreaming of an American summer adventure.
The Journey
Mapping the opportunities with targeted keyword research
To kick things off, we conducted in-depth keyword research to identify high-potential search terms that competitors were overlooking. This wasn’t just about targeting obvious “camp-related” keywords; we broadened our scope to include informative, high-volume content that aligned with youth interests, such as “traveling to the U.S.,” specific destinations like “New York fun facts,” and general cultural insights. By honing in on both niche camp terms and broader travel-related topics, we ensured we could capture high-intent traffic from young UK adults dreaming of a transformative summer experience.
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Gaining a competitive edge with strong editorial content
To establish AmeriCamp UK as the ultimate authority on summer camp experiences, we began with an in-depth competitor analysis. By examining the SEO and content strategies of other summer camp platforms, we uncovered key gaps where AmeriCamp could provide greater value, more detailed insights, and more engaging content.
Armed with these insights, we crafted dozens of high-quality articles and landing pages specifically tailored to the target audience. Each piece was thorough and comprehensive, offering detailed guides, answers to common queries, and valuable insights for readers. We also ensured that our content aligned with AI-driven search behaviors by addressing searches made on platforms like ChatGPT, Perplexity, and other AI tools, helping AmeriCamp appear as a trusted source in these emerging spaces.
To complement this editorial strategy, we paired the written content with TikTok and Instagram content that didn’t just tell the story but showed it.
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Optimizing the foundation with technical SEO improvements
To get the site ready for an influx of traffic, we started with a detailed technical SEO audit. A strong foundation is crucial for ensuring users can easily navigate the site while search engines can efficiently crawl and index content. Our priorities included improving site speed, optimizing internal linking, and enhancing mobile responsiveness.
We also added breadcrumbs and tables of contents (ToC) to make navigation intuitive while boosting search engine visibility. By resolving these foundational issues, we ensured AmeriCamp UK’s website was not only ready to handle increased traffic but also primed for top search rankings.
The Solution
Turning AmeriCamp UK into the #1 summer camp resource
AmeriCamp UK now ranks #1-3 for 358 highly competitive keywords (up from 21), solidifying its authority in the summer camp space. Some key wins include:
- Camp counselor interview questions
- Soccer coaching in America for Brits
- New York fun facts
These rankings weren’t just achieved—they were earned through meticulously crafted content that answered high-intent queries while targeting gaps competitors overlooked.
Driving Explosive Traffic Growth
Our SEO strategy resulted in a 243.4% increase in organic traffic, with clicks skyrocketing from 44.7K (Q1-Q3 2023) to 153.5K (Q1-Q3 2024). This upward trend has continued into 2024, with total traffic already reaching 186K as of mid-November—doubling the 91K total clicks achieved in 2023.
Massive Keyword Expansion and Rankings
AmeriCamp UK saw a 276.5% increase in indexed keywords, jumping from 1,445 in January 2023 to 5,441 by September 2024. Even more impressive, 856 keywords now rank on page #1, with 1,452 keywords appearing in the top three results. This keyword domination didn’t just drive visibility—it secured AmeriCamp’s position as the go-to resource for summer camp seekers.
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Hear What Our Client Has To Say
Slam Media Lab are our trusted SEO partners. Great quality content matched with extensive keyword research and grouping that performs. They've grown our organic traffic within a few weeks, ranking #1 for many topics. Unbelievable brilliance and grit. We're excited to continue working with them.
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