Boreal River Rescue — SEO % Email Performance Improvements
Improving discoverability, clarity, and engagement for rescue training programs
Context & Challenge
Boreal River Rescue provides technical ice and swiftwater training for field professionals. Many visitors arrive with urgent needs or specific requirement, so clarity, search visibility, and trustworthy content are critical.
The site needed better SEO performance and more intuitive course pages to help users quickly understand prerequisites, certification outcomes, and booking details
My Role & Contribution
I worked collaboratively with leadership and an external SEO specialist to refine content structure, improve UX clarity, and enhance booking pathways. My responsibilities focused on:
Implementing SEO improvements across 40+ product and collection pages
Executing high-engagement email campaigns in Klaviyo
Making UX + content adjustments based on analytics and specialist recommendations
Publishing and formatting updates to ensure consistent language and structure
Maintaining bilingual content across EN/FR versions
I owned the publishing and performance tracking while contributing to ongoing strategic refinements.
What I Did
Applied metadata updates (titles, descriptions, alt text
Improved H1/H2 hierarchy and internal linking
Adjusted course details for readability & course flow
Conducted email campaigns and analyzed performance
Ensured page consistency across rescue course categories
Supported ongoing SEO recommendations and page audits
Results
+33% organic traffic to key course and collection pages
+2-% conversion rate improvement after layout + clarity updates
45% open rates across targeted email campaigns
Increased returning visitor engagement
Clearer and more confident booking decision behaviour
These improvements helped more field professionals find the right course quickly and reduced confusion across the booking journey.
Learnings & Next Steps
This project reinforced how meaningful clarity and structure are for users with complex or high-stakes needs. It also strengthened my ability to collaborate with SEO specialists and translate strategy into hands-on improvements.