Blog Strategy SEO Case Study

Tulane School of Professional Advancement

Tulane School of Professional Advancement, a private continuing education school in New Orleans geared toward adult learners, boasts a reputation for flexible and accessible online programs for working professionals and current degree holders.

Goal

Improve Google Rankings

Result

569%
Increase in keywords ranking
In top 1-3 spots on Google

Graph for Tulane School of Professional Advancement Success Story - Search Influence
Graph for Tulane School of Professional Advancement Success Story - Search Influence

Goal & Situation:

A website’s position, or ranking, on Google’s search engine is key to a brand’s online visibility and can support valuable lead generation. In July 2018, we began writing and publishing four blogs per month for Tulane SoPA.

Over time, our team identified abundant opportunities to nurture prospective students throughout the application process with information about career opportunities, online learning best practices, program-focused spotlights, and additional resources to help guide them to inquiry, application, and ultimately, enrollment.

Examples of Search Influence webpages for Tulane School of Professional Advancement Success Story - Search Influence
Examples of Search Influence webpages for Tulane School of Professional Advancement Success Story - Search Influence

Search Influence’s Approach:

To enhance SEO authority and improve rankings on Google, we grew Tulane SoPA’s blog strategy to include a higher volume of blog posts each month.

The new strategy increased the monthly blog post frequency to eight blog posts in April 2020, and then ultimately to 12 per month in July 2020.

Each topic was strategically selected to speak to our student personas for key programs at multiple stages of the student’s journey.

Result:

  • 569% increase in keywords ranking in top 1-3 spots on Google
  • 137% increase in organic blog traffic due to the first increase in post frequency
  • 445% increase in organic blog traffic thanks to the further expansion of post frequency

Blogs are a substantial traffic driver, but traffic is just the first step. After a prospect visits the blog, they are added to the funnel and then nurtured with cross-platform messaging via paid advertising campaigns.

Quote Graphic

Search Influence works with us each month to refine the gathering and reporting of data.

As a result, we have a better understanding of the impact of our digital strategy and we are part of a continuous improvement process.

Christa Payne, Tulane School of Professional Advancement

Christa Payne
Assistant Dean, Administration and Operations
Tulane School of Professional Advancement

Improve Your Brand Visibility with Search Influence

Through our experience with the Tulane School of Professional Development and other higher education institutions, we understand how to boost your search rankings and support your inquiry goals with paid advertising.

You’ll benefit from our Search Engine Optimization and Content Development expertise, knowing we will pursue all opportunities to grow your institution’s online presence and follow best practices.

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