Case study
Club West
SEO infrastructure, content strategy, and website optimization for a women's social club in Westchester County with organic reach but zero search visibility.
Visit clubwest.co →5 → 12+
Pages indexed
5
Town landing pages
2
SEO blog posts
12
Issues fixed
The client
Club West started from a TikTok and grew faster than its website could keep up.
Club West is a women's social club in Westchester County, New York. The founder, Diana, posted a TikTok about wanting to meet women in the area, and over a thousand people signed up. The club grew through social media and word of mouth: brunches, book clubs, group hikes, newcomer welcome nights. Westchester Magazine had already featured them.
The website ran on WordPress with Elementor, looked polished, and had a working signup flow. But it was invisible to search engines. Google Search Console told the story plainly: nearly every query driving traffic was some variation of “Club West” or “clubwest.co.” Women searching “women's groups in Westchester” or “how to meet people after moving” were finding Meetup, Yelp, and Westchester Magazine instead.
The challenge
We started by figuring out who Club West should be reaching.
The ideal member profile was clear once we dug into it: women who recently moved to Westchester County. They are searching for community. They Google things like “mom groups Westchester,” “how to meet people after moving,” and “women's clubs near me.” Club West was the answer to those searches, but the site gave Google nothing to work with. No meta descriptions, no schema markup, no Open Graph tags. Google was pulling random text fragments for search results. The Events page was 39 words. 80% of images had no alt text. There was no FAQ page, which is the single most important page for AI search visibility.
We ran a full SEO and GEO audit: crawled every page, mapped competitors, researched keyword gaps, and ran audience analysis through SparkToro to understand where recent Westchester movers actually spend their time online. The audit surfaced 12 distinct issues across technical SEO, content gaps, and site cleanup. More importantly, it gave us a clear picture of who we were building for.
Homepage — clubwest.co
The work
The research shaped every deliverable.
The audience data told us recent movers search by town name. So we built five town landing pages. The keyword research told us “mom groups Westchester” had weak competition. So we wrote a blog post to claim that query. The audit told us Google had nothing useful to pull from the site. So we installed Yoast, wrote meta descriptions for every page, added schema markup, built a FAQ page from scratch, rebuilt the Events page from 39 words into real content, and connected Search Console.
Technical SEO
Yoast SEO + schema markup
Installed and configured Yoast. Wrote meta descriptions and optimized titles for every page. Added Organization and LocalBusiness schema. Connected Search Console and submitted the sitemap. Fixed Open Graph tags for social sharing.
Content
FAQ page from scratch
Built in Elementor with FAQPage schema markup. Covers membership, pricing, events, and how to join. This is the page that AI search tools pull from first when someone asks a question about the club.
Content
Events page rebuild
Rebuilt from a 39-word photo gallery into a full content page with event descriptions, categories, and photos organized by activity type. Rewrote the meta description to stop Google from miscategorizing the club.
Local SEO
5 town landing pages
One page for each target town: Yonkers, New Rochelle, White Plains, Mount Vernon, and Port Chester. Each with town-specific copy and CTAs targeting "women's club [town name]" keywords.
Blog
SEO-targeted posts
Two long-form blog posts targeting keyword gaps: a guide to school districts in Westchester County, and a guide to mom groups in Westchester County. Both connect to the audience of women making relocation decisions.
Strategy
SparkToro growth playbook
Ran SparkToro audience intelligence on recent Westchester movers to find where they spend time online and what they read. Used those findings to build a growth playbook: a newcomer welcome program, Metro-North commuter meetups, Reddit engagement strategy for r/Westchester, a blog content roadmap tied to search gaps, and local media outreach targets.
Events page — rebuilt from 39 words to full content
Blog — “Mom groups in Westchester County”
Search results
From branded-only traffic to ranking for real queries.
Before the work, Club West ranked for its own name and nothing else. Westchester Magazine, Meetup, and Yelp owned every non-branded women's group query in the county.
We went after the gaps the research identified. “Mom groups Westchester County” had weak competition and a natural tie-in to the club. “Women's club [town name]” had zero competition for five specific Westchester towns. The school districts blog post targets parents mid-relocation, which is the exact moment they are most likely to search for community.
The SparkToro data backed this up. Houlihan Lawrence (the dominant real estate brokerage in Westchester) scored 95/100 affinity among the audience segment of recent Westchester movers. Reddit's r/Westchester scored 100/100. These are the platforms where Club West's future members are already spending time. The data confirmed what the keyword research pointed to: new residents are the growth audience, and they can be reached through specific, identifiable channels.
5
Pages indexed before
12+
Pages indexed after
Search Console data after launch
What we delivered
From zero SEO to a full search infrastructure.
Pages indexed
5 → 12+
Town landing pages
5 pages
SEO-targeted blog posts
2 posts
Events page word count
39 → 500+
Image alt text coverage
20% → 100%
Meta descriptions written
Every page
Schema markup types
Organization, LocalBusiness, FAQ
Audit issues identified
12 issues
SEO plugin
Yoast, configured
Audience research
SparkToro, growth playbook
What comes next
The infrastructure is built. Now it compounds.
Search Console data will tell us which landing pages to double down on and which queries to target next. The blog roadmap has three more posts mapped: “things to do with kids in Westchester,” “indoor play areas Westchester,” and seasonal event roundups. Each one targets a search that recent movers actually make. Google Business Profile setup and Reddit engagement in r/Westchester are next on the list.
Club West already has the audience. What it needed was a way for new people to find it without already knowing its name. That system is in place now. Each new page and each new blog post compounds on the technical foundation we built. The growth is no longer dependent on a single TikTok going viral.
“I've been working with Maria for a couple of months now and I can confidently say she's been essential to my growth! As a small business owner, I can't cover all of the bases while still running the business itself and you don't know what you don't know. Having Maria's guidance and hands on approach allows me to focus on what I do best, while knowing my business is in good hands. She zeroes in on exactly what my vision is and what strategies best compliment that so I'm never getting generic information. Highly recommend to other business owners!”
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