City of Rancho Palos Verdes Enlists Tripepi Smith for SEO Project

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The City of Rancho Palos Verdes enlisted Tripepi Smith to elevate the City’s website search engine optimization (SEO) rankings for Google searches on hiking spots in the Rancho Palos Verdes area to address the challenges of increased foot and car traffic to certain hiking trail points in the city.

The City became aware of growing residential concerns reWegarding overloaded access points for popular hiking trails within the City’s open-space, Palos Verdes Nature Preserve. While the City encourages use of its hiking trails, it seeks to divert traffic to less-used access points to alleviate residential concerns. Consequences of heavy use can result in an influx of hikers leading to traffic congestion, excess trash and the inability to social distance during a pandemic.

Team Tripepi Smith tackled this challenge by utilizing digital advertising campaigns to bring in traffic and implement on-page SEO for four web pages pertaining to the City’s popular hiking spots, seeking to encourage the use of alternate access points. The information added on the website includes park hours, maps for eleven popular trails, preserve safety rules and which trails have access to the beach. The website also includes updated information on trail amenities such as restrooms and picnic areas, as well as notifying hikers where to park.  

At the conclusion of the project, the Google search rankings of key trail-related City website pages improved significantly. Google Search results from November 2020 showed that City’s trail-related website pages appeared in the first and second positions on the results page three times when searching the following trail-related keywords: palos verdes hikes, palos verdes trail, palos verdes hiking trails, ocean trails reserve, portuguese bend reserve, and alta vicente reserve. The same Google Search results in October 2021 show that City website pages appeared in the first and second positions on the results page up to eight times when searching the same keywords.

Director Jon Barilone and Business Analyst Karen Villaseñor led the effort and ensured that the website had relevant meta descriptions, easy website navigation, alt text on image files, good website speed, and an XML sitemap to build website traffic. They also made use of digital advertising through Google Ads, Facebook and Instagram to promote some of the City’s popular trails and to also increase website traffic.

“Rancho Palos Verdes is a beautiful city with unique challenges,” said Karen. “I’m proud of our team’s ability to offer a solution just as unique and help solve the problem using our skills and knowledge of SEO and digital advertising.

About Tripepi Smith

Tripepi Smith is a California-based marketing, technology and public affairs firm that serves for-profit, nonprofit and public agencies. Its unique mix of marketing and technology prowess provides a competitive advantage to agencies seeking to leverage the internet to achieve their communication goals. The firm provides full content creation services, including: ghost writing, collateral development, photography, video production, search engine marketing, search engine optimization, email marketing campaigns and website design and execution. Tripepi Smith clients include: City of American CanyonCity of Culver CityCity of CupertinoCity of Daly CityCity of DuarteCity of Grover BeachCity of Santa PaulaCity of Indian WellsCity of La Cañada FlintridgeCity of Lake ForestCity of LivermoreCity of NapaCity of ParamountCity of MartinezCity of TracyCity of VallejoCalChoice Energy AuthorityCalifornia Joint Powers Insurance AuthoritySanta Clarita Valley Water AgencySanta Clara County Fire DepartmentCosta Mesa Sanitary DistrictRowland Water DistrictCalifornia Contract Cities AssociationCalifornia City Management FoundationRenne Public Law GroupBob Hall & AssociatesWest Coast Arborists and Climatec.