The Institute of Directors (IoD) is a prominent membership organization representing directors across the UK and beyond. Its core offering spans professional development, policy influence and networking opportunities.
- Outcome 1: 16.69% YoY increase in organic professional development revenue
- Outcome 2: 3.96% YoY increase in organic membership signups
- Outcome 3: 100.55% YoY growth in keywords ranking in the top 3 positions
- Outcome 4: 115.98% YoY growth in keywords ranking in the top 10 positions
The challenge
Following an award-nominated performance in 2023, the IoD set out to accelerate its growth trajectory in 2024. Brand awareness was already well established among their core audience, but growth depended on reaching earlier stage leaders, such as future directors not yet considering membership.
To achieve this, organic search needed to transition from a maintenance channel to a primary driver of acquisitions, by expanding into new audiences and supporting key revenue streams such as events and virtual services.
The approach
Building on the strong strategic foundation laid in 2023, we implemented a commercially aligned Search Engine Optimization (SEO) strategy that prioritized key growth areas.
Audience-focused content strategy
We developed content to attract and engage aspiring directors, future members early in their professional careers. This long-term nurture approach positioned the IoD early in the decision-making journey.
Adding value through membership content
We worked closely with internal teams to launch a new suite of membership-focused content. This enhanced the site’s relevance to mid-career professionals while reinforcing the IoD’s position as a hub for leadership development.
Enhancing event discoverability
Recognizing the strategic role of events in the membership funnel, we restructured and optimized the primary events landing page. Targeting high-intent, non-branded keywords enabled us to capture new audiences actively seeking professional networking and development opportunities, even those unfamiliar with the IoD.
Virtual Office SEO focus
Previously dependent on paid channels, the Virtual Office service was strategically repositioned for organic acquisition. By aligning with user search behavior, we achieved a significant uplift in visibility and engagement.
The value delivered
Our focused SEO approach delivered meaningful, measurable impact across all key objectives:
• 16.69% YoY increase in organic professional development revenue.
• 3.96% YoY increase in organic membership signups.
• 100.55% YoY growth in keywords ranking in the top 3 positions.
• 115.98% YoY growth in keywords ranking in the top 10 positions.
• 1,041.67% YoY increase in organic clicks to the virtual office page.
• 25.27% YoY growth in organic event registrations.
These results showcase how strategic SEO can drive lasting improvements in both visibility and business performance.