361.3% Increase in Event Sessions MoM for a Local Food Bank

In November 2025, millions of Americans faced food insecurity after SNAP benefits were cut during the government shutdown. During this transition, families and individuals needed to find resources quickly. To ensure Lubbock locals had information and food support resources, I executed a campaign to ensure that everyone had access to the answers they needed.

Implementation

When writing content pillars and developing the pages, I wrote blogs with a focus on long-tail, high-intent keywords focused on answering specific questions users had regarding the SNAP changes. (e.g., ‘how do I get emergency food assistance?’, ‘Will SNAP changes impact me?’, and ‘SNAP benefits Lubbock’). I ran all SNAP-related queries through the Semrush magic keyword and content pillar tools to identify keyword and content gaps. This content was posted on the blog page and at the top of the home page for easy access.

Once the content was written, I made a SNAP-specific landing page with content detailing the government shutdown, what changes users could expect, and how to access food support during the SNAP crisis. I included FAQs marked with FAQ schema for rich snippet potential and enhanced AI crawlability. I linked the landing page linked directly to the main navigation and a news section at the top of the home page for easy access.

The Outcome

SNAP-related content was necessary for thousands of Lubbock locals. These pages jumped in organic searches, views, and event count. Overall, the food bank had a:

• 361.3% increase in event count MoM (including page views, clicks, and form interactions)
• 204% increase in active users MoM.

In addition to the influx of organic traffic, the food bank was listed at the top of SERPs for all SNAP-related queries in Lubbock.