Search Optimisation Grows Site Traffic by 163% for Summer School
Facing stiff competition and fragmented site authority, Summer Boarding Courses required a dual-action strategy. We combined a technical cleanup of internal cannibalisation with a complete re-optimisation of course and campus information. This approach resulted in a 163% increase in traffic and hundreds of new first-page keyword positions.
Challenge
Summer Boarding Courses has offices in both London and Leeds and offers students aged 6-17 summer school programmes across the South East of England.
They organise exciting placements in top UK private schools such as Eton and world-renowned universities, including Cambridge and Oxford.
In a growing market, Summer Boarding Courses looked to us to help regain their visibility against their increasing competition after suffering a loss of rankings and authority.
Following this, they wanted to optimise their site to encourage conversions.
To recapture their authority with the search engines, the team approached the site in two ways...
Solution
Firstly, the team entered the back-end of the site to diagnose why it was suffering from authority loss and a decrease in rankings. Secondly, they re-optimised the course and campus pages to increase conversions amongst site users.
The team completed a content, competitor and technical audit, and it was during this time that they noticed the site was suffering from cannibalisation issues. This explained the site’s authority and ranking issues.
They got to work on the cannibalisation issues by restructuring the metadata across the landing pages and summer school pages.
Time was spent consolidating several pages to help increase content relevance and decrease the chances of page cannibalisation. This was reinforced by improving the internal linking to the canonical versions of pages.
As part of increasing authority and decreasing cannibalisation, reoptimising course and campus pages was key. After a new wireframe was approved by the client, the team began to implement new copy for the site too, improving the user journey and optimising for conversions (whilst keeping cannibalisation in mind).
Results
The new wireframe and extensive optimisations allowed both the cannibalisation issues to be fixed and site users to be converted with excellent effect.
Not only was the client incredibly happy to see both on-page and off-page changes, but they were ecstatic to witness their desired results come to fruition.
The number of position 3 rankings increased by 169, and the top 10 positions increased from 1073 to 1418!
Summer Boarding Courses also saw site users increase by a massive 163%. Overall, a very successful campaign.
Get in touch with us today
As an award-winning provider of digital marketing, we work relentlessly in pursuit of one key goal – to get businesses more customers online.
Want to see those abilities in action? Get in touch.