Web traffic at teamusa.org has soared by 84 percent and page views have jumped by 58 percent compared with the same period during the Beijing Games, according to Lauren Pasquale, U.S. Olympic Committee director of new media.

As of Sunday, the site was averaging 44,697 daily unique visitors and 272,983 average daily page views during the last 30 days, an 84 percent and 58 percent increase, respectively, from the same period during the Beijing Games. The USOC’s Facebook page has increased its fan base by 102,000 during the last 30 days, representing a 33 percent increase over the same period before Beijing.

The opening ceremony on Friday offered a big win for the site. That day, teamusa.org generated its most traffic ever with 120,033 daily unique users — 76 percent more than for Beijing’s opening ceremony. Its total page views hit 726,563, a 62 percent increase from the comparable day in 2008.

“A year’s worth of commitment from the entire organization is paying off, and the yearlong commitment to our strategy is showing results,” Pasquale said.

Pasquale said the increases reflect the USOC’s effort to integrate digital into everything it does. She convened a meeting a year ago with representatives from the USOC’s new media, marketing, information technology, fundraising, public relations and Paralympic divisions. The group set four objectives for teamusa.org. It wanted the site to increase fund-raising, improve e-commerce, expand the organization’s fan base and raise Paralympic awareness.

To help it achieve those goals, the organization hired Blue State Digital last April. The New York-based agency consulted with Barack Obama's campaign on its new media work. It gave the USOC a strategy and tactics to help it increase its traffic.

The organization began investing in a search engine marketing campaign. It bought athlete names and Olympic sports programs, so that they would appear alongside Google and other Web searches. It also began incorporating teamusa.org into its marketing materials at events like its July 4 promotion and 100 days out event before the Vancouver Games. When it saw that its search engine campaign was paying dividends, it doubled its investment.

“That’s all really paying off for us right now,” Pasquale said.

The most-trafficked section of teamusa.org has been its athlete bio page, which offers links to athletes’ Twitter feeds and Facebook pages. It’s second-most-popular section has been videos.

The USOC has made the gains with a small staff. Teamusa.org only has three full-time employees and three part-time employees. That and the traction the athlete sections and videos have achieved has been gratifying, Pasquale said.

“These athletes work so hard and don’t get the same coverage other athletes do,” Pasquale said. “We owe it to them to introduce them to Americans, and that’s what drive us.”