Tonier Cain International already had brand recognition, but the site mostly attracted people who already knew Tonier's work. The bigger opportunity was to reach schools, universities, corporate planners, and organizations actively searching for a keynote speaker on mental health, trauma, and wellness.
The SEO strategy focused on demand capture. Instead of relying on branded traffic, the campaign built landing pages and blog content around the real language used by event planners and institutions looking for a speaker.
