Case study
Club West
A women's social club in Westchester County launched from a TikTok and grew through word of mouth. The website had zero search visibility. Five months of SEO and content work later, it ranks on page 1 of Google for hundreds of local queries and gets cited by ChatGPT.
Visit clubwest.co →783
Monthly visitors
361
Search queries ranking
7.95
Avg Google position
80
Monthly AI referrals
The client
Diana posted a TikTok about wanting to meet women in Westchester. Over a thousand people signed up.
Club West is a women's social club in Westchester County, New York. Brunches, book clubs, group hikes, newcomer welcome nights. Westchester Magazine had already featured them. The club had no trouble getting members through the door once they heard about it. The problem was the hearing about it part.
The website ran on WordPress with Elementor, looked polished, and had a working signup flow. But Google barely knew it existed. Search Console told the story: 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 actually 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 — one of the strongest tools for giving search engines and AI systems clear, structured answers about the club.
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 and a natural tie-in to the club. 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. A well-structured FAQ gives search engines and AI systems explicit, extractable answers to common questions 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
Long-form blog posts targeting keyword gaps identified in the audit. Guides to brunch spots, hikes, happy hours, and mom groups in Westchester County — each connecting to the audience of women making relocation decisions or looking for community.
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”
Five months later
The site that Google did not know existed now ranks on page 1 for hundreds of local queries.
Club West launched with zero domain authority. No backlinks, no search history, no indexed content worth mentioning. Five months after we built the infrastructure, the site draws 783 unique visitors per month from five channels: Google organic search, Instagram, direct traffic, ChatGPT, and Reddit.
Google accounts for 35% of that traffic — 275 sessions per month from organic search alone, across 361 unique queries. The average position is 7.95, which puts Club West on the first page of Google for the queries that matter. The blog content we wrote — guides to brunch spots, hikes, happy hours, and women's groups across Westchester — now drives 142 organic clicks per month from people who had never heard of Club West before finding an article. People who had never heard of Club West are finding it through a guide about where to eat brunch.
The number that surprises most people: 80 sessions per month come from ChatGPT. When someone asks an AI assistant about things to do in Westchester or women's groups in the area, Club West shows up in the answer. Most businesses are not tracking this channel yet. The FAQ page and schema markup we added made the site's content easy for AI systems to extract and cite. We built for it.
Then there are the conversion pages. The Partnerships page — where potential sponsors learn about working with Club West — gets 163 views per month from just 31 users, with a 1.8% bounce rate. People who land there read the whole thing. The For Businesses page has a 0% bounce rate. Every single visitor engages. The homepage bounce rate is 14.7%, which is unusually low and means visitors are exploring the site after they arrive rather than clicking away.
By the numbers
Monthly unique visitors
783
Google organic traffic share
35%
Google impressions per month
6,052
Unique search queries ranking
361
Average Google position
7.95 (page 1)
Average click-through rate
3.67%
ChatGPT referral sessions/month
80
Homepage bounce rate
14.7%
Sponsor page bounce rate
1.8%
Traffic channels
5 (organic, social, direct, AI, referral)
What the content strategy produced
Blog posts we wrote are now the front door for people who have never heard of Club West.
The best brunch in Westchester guide pulls 50 organic clicks per month from 1,462 impressions. The hikes guide gets 22 clicks from 812 impressions. Happy hours: 20 clicks from 964 impressions. None of those people were searching for Club West. They were searching for things to do in Westchester, finding useful content, and discovering a club they would want to join.
The “how to meet people in Westchester” post has a 5.77% click-through rate at an average position of 5.89 — the highest CTR of any non-branded query. The “women's groups in Westchester” post drives 13 key events per month. Both pages target the exact search that someone new to the area would make, which is exactly who Club West is for.
About 60% of Club West's search clicks still come from branded queries — people who already know the name. The other 40% come from the content we built. That 40% did not exist five months ago. Those are members who would have found Meetup or Yelp instead.
Search Console — 28-day performance snapshot
What compounds from here
The infrastructure is in place. Everything from here compounds.
The technical infrastructure — schema markup, meta descriptions, Search Console, Yoast — is in place and does not need to be rebuilt. Every new blog post or landing page plugs into it automatically. The content roadmap has more posts mapped around seasonal events, kid-friendly activities, and relocation guides, each targeting a search gap the data has already identified.
Club West already had the audience. Women were joining, showing up, telling their friends. What the club needed was a way for new people to find it without already knowing its name. Five months ago, growth depended on a TikTok going viral or a magazine feature. Now it runs through the site.
“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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