Are universities and training programs as concerned with SEO as e-commerce or repair services are? Yes, it is the answer.
They are well-established organizations with hundreds of students and thousands of other applicants seeking employment each year, so you might not think so. However, the reality is that schools must be concerned with SEO just as much as other businesses.
You may read this case study to find out how we assisted a Florida beauty salon institute in growing its organic traffic by almost 5X and keyword volume by almost 7.5X in 15 months!
The institute’s website was optimized, and they were made to appear as a leader in the beauty sector.
To learn precisely how we did it, scroll down to the section below.
Background
In February 2020, a prestigious salon institute in Florida contacted us for help increasing their organic traffic, web content, and keywords. They run a sizable building with a student salon clinic area with numerous stations for hair styling, manicures, pedicures, and other services.
The institute, an approved college, aims to assist students in finding meaningful employment in the beauty business by offering cosmetology education of the highest caliber.
Our initial observation was the lack of a blog on their website, which was a missed chance to improve SEO and position themselves as an authority. Additionally, we observed that they weren’t receiving the desired amount of traffic or ranking highly for several keywords.
The SEO Audit
The next step was to start our SEO assessment after talking with the client about their problems and goals. We provide a thorough analysis of traffic, keywords, placements, traffic value, and other factors for all new clients.
We learned that their website was built in June 2017 but that they were unable to surpass a threshold of 250 organic monthly visitors until they contacted us in February 2020.
The institute’s keyword numbers had gradually climbed throughout the first year they had been utilizing their new website, but they stayed below 500 until they began working with us.
Finally, we discovered that they were making some progress in acquiring backlinks from websites or publications, but we were aware that many more were still required to give them the boost they required.
Taking “Easy Wins” Like Fish in a Barrel
Anyone who has previously worked in SEO knows that it may take three months or longer to start noticing any real results. The issue is that when new clients begin working with us, they like to see the needle move.
Finding “easy win” keywords is therefore our second step following the SEO analysis. These are keywords for which a client’s website already has a position in the top four to thirty. Just a few tweaks to their web material will allow us to start profiting from the gains.
The institute had 324 “easy win” keywords, we discovered. We searched among these keywords for those with a high search volume and a low keyword difficulty level. For instance, the search volume for “Hair levels” was 3,800, while the difficulty was only 6 out of 100.
Competitive Gap Analysis
You may gain a lot of marketing and advertising knowledge from what your rivals are doing.
According to our analysis, this institute’s top rivals in the US included cosmetology schools and other technical colleges. For instance, one of their Top 10 rivals achieved rankings for 3,200 keywords that our client had not achieved.
Through a search of these keywords, our campaign managers discovered fresh ones that may be incorporated into our client’s SEO plan. Though not all keywords would apply to them, it was an excellent place to start when coming up with fresh concepts.
In total, this client was up against 44 different domains, some of which were vying for Florida students who were comparable to this client’s.
The SEO Campaign
The exciting part followed. We were able to create and apply an SEO strategy for this client as a result of all of our audits and research. Their lack of keywords and low website traffic would need to be addressed by this method.
We required a long-term approach with access to numerous goods in order to provide our client with the outcomes they were looking for. We weren’t sure if more SEO solutions would be required to meet our goals.
The best course of action was for the client to sign up for our all-inclusive managed SEO service. This gave our campaign managers the freedom they needed to complete the task successfully and free the customer from daily management. They could concentrate on their task during this newfound spare time.
During our engagement with this customer, one of the first things we noted was that they had no blog.
We assisted the institute with the launch of its blog and began creating content that was SEO-friendly. Our objective was to position them as experts in the beauty sector and incorporate powerful keywords into the material.
The customer wasn’t sure how our services would benefit their website at first, and it took them some time to create a plan for posting fresh blog entries, but once the materials had been posted, their website’s traffic soared.
Results
Our 15-month program, which we launched in February 2020, was successful. Although there was a delay between when the client began uploading the fresh content we sent them, the third month shows a noticeable increase in organic traffic.
Even if fresh content was published right away, it is crucial to keep in mind that most SEO strategies can take months to produce any results.
When the campaign was launched, the client’s website was receiving just over 100 visitors per day. They now receive more than 500 visitors per month.
The same applied to the keywords they used to rank. About 200 keywords were included in their ranking when the campaign first began, which had been quite consistent for years. You can see in the chart below how their keyword count rose to over 1,500 in April 2021.
In the end, we virtually tripled their organic traffic by 5 and their keyword volume by 7.5.
For the advantage of the customer, our campaign managers used a range of SEO goods, including blogs, guest articles, videos, syndication, and link building.
How can we know our content was effective? The top three most visited web pages on the institute’s website, according to a quick search, were our blogs. One skincare site even holds the top spot for its keyword.
Conclusion
We want you to remember that content is still king if you remember nothing else from this case study. SEO-friendly blogs or online articles can improve your ranks and increase your organic traffic.
This beauty institute discovered the value of a fresh blog for connecting with potential students. Nowadays, everyone uses Google to look up colleges or training programs, thus it was crucial that the client showed up in searches and stood out from the competition.
Would you like to learn more about how keyword research and blogging can expand your company?
Contact us right away to discuss your company and future objectives.