Specialist Topic Clusters Drive 20,310+ Monthly Users for Business Education Provider

Challenge

Our client assists those looking to break into the financial and business sectors through mentoring and tutelage. They provide both individuals and teams with training to help them pass courses and certifications.

The client came to us for assistance with increasing their organic rankings, number of user sessions and website domain authority. Conversions were a nice bonus, but not a core focus.

After an initial audit of the site, it was discovered that the technical SEO performance was functioning well. Therefore, our team pivoted to increasing the informational content in their blog section. This top-of-funnel approach was a great way to hit those key target areas, without altering the commercial content, something the client did not want to change.

Solution

In order to drive informational traffic to the site, we began by looking at how we could revamp the blog section of the website, and how this could also be utilised to improve internal linking.

We researched blog titles that had a lot of search volume, but also low competition and a lack of helpful or unoptimised content. Following the findings from this research, we devised a series of core focuses and topic clusters that fit the aforementioned guidelines.

After completing initial topic cluster research, we decided that a good place to start for our initial blog content would be on Excel and formulas, as these straddled the clients' industries, finance/business sectors, well. We provided freshly written content for the site on related topics, and simultaneously reworked some existing site content to ensure it was SEO compliant. These blogs had the sole aim of being highly informative, so that they ranked well and increased site traffic.

We utilised some internal linking opportunities to enhance the site authority, keep users on the site, and reduce bounces.

Results

Due to the lack of competition around the subjects we targeted, the helpful informational content we added to the site quickly ranked very highly.

Many of the blogs we wrote, especially those with more complex answers, still rank very highly organically.

The client had very high expectations, and given a few setbacks and site restrictions, we delivered excellent results that they were incredibly happy with.