Volunteer support for Toronto Climate Week's first edition, from keynote slides to an audit of how the event shows up in search and AI answers.
The brief
Toronto Climate Week was preparing its first edition and needed help with design, social media and its website. Rucha Bhatt, La Rouge's founder, volunteered for eight months, working alongside the communications team.
What we found
Search Console showed that almost all of the site's visibility came from branded searches: the event's name, the year and the city. Most visitors arrived through the home page and the events listing, and analytics showed they went straight for event listings, partner information and ways to take part. Thin content, weak internal linking and missing metadata were limiting how far the event could be found by anyone not already looking for it, in search engines and in AI answers.
It was the same pattern we found at Good Business Lab. People who already know your name can find you; people looking for what you do mostly can't.
What we did
Over eight months, the work covered four things:
Presentation design for keynote sessions, speaker introductions and partner acknowledgements
Social media assets for Instagram and LinkedIn: promotion before the event, engagement during it, and stories afterwards
A monthly reporting framework tracking reach, engagement, audience growth, content performance and partner visibility, with sections that turn each month's numbers into the next month's content priorities
A one-time website audit covering SEO, answer engine optimisation (AEO), generative engine optimisation (GEO), analytics and technical health, with practical recommendations for the next edition
What changed
The first edition went out with one visual system across the stage, social media and community channels. The team came away with a reporting framework they can run every month and a list of search and AI visibility fixes to make before the next edition.
