A four part strategy to assist an education provider highlight USPs to increase rankings and conversions.

Teaching Abroad SEO

The methods students use in researching the next steps of their education have changed. SEO for Universities and Colleges is becoming increasingly necessary to stand out from other institutions in the race to attract prospective students in the top ranking positions of search results. Local SEO, deep content, paid search strategies and a responsive website are a priority with the requirement to showcase the best parts of your campus early in a student's investigatory phase.

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+ 411 3 keyword rankings

+ 1,322 10 keyword rankings

1,000,000 site users

Challenge

Interac, a company that helps English speakers move to Japan to work as Assistant Language Teachers, came to The SEO Works wanting to increase rankings, traffic and conversions on their website.

They explained that they had recently seen a rise in competition, with a few competitors offering a very similar service to them. So, Interac wished to optimise their site to highlight their USPs and the other benefits users can gain (not just the salary perks) from using their services, over competitors. This strategy was implemented to ultimately convert users by encouraging them to apply for the job.

Solution

The team at The SEO Works used four techniques to fulfil the brief from Interac.

Firstly, they optimised the existing blogs and webpages on the website to highlight the USPs of Interac’s services. Plus, to increase site authority the team added by-lines and author bios to the blog. This strategy ultimately boosted organic rankings.

Secondly, our team wanted to expand the reach of the blog by appealing to those interested in Japanese popular culture. This was done by creating new blog content on subjects such as Japanese horror movies, TV shows, and manga. The aim of this was to drive users to the site who love Japan but had not necessarily considered teaching English or moving to Japan before - a top of funnel audience that was more likely to convert.

Thirdly, the team looked at regional content. They identified that users often searched for teaching jobs in specific cities such as Tokyo or Kyoto. So, in order to harness this audience, they created interactive maps. This made it much easier for audiences to see where the Interac jobs were, thus fully informing their users and encouraging conversions.

Fourthly, they looked at how to increase the number of users who apply for a job with Interac. The team looked at the layout of the site and altered it to make it more user-friendly - resulting in smoother customer journeys and conversions.

Result

These optimisations worked very well to encourage organic performance with Interac seeing an increase of 411 top 3 keywords!

The overall strategy to boost site authority and increase users by focusing on their USPs saw an increase of 1,322 top 10 keywords!

But possibly the most impressive thing was the effect of the re-vamped blog focused on Japanese popular culture, boosting traffic to the site in a huge way. In one year the website had surpassed 1 million users!