Blog Strategy SEO Case Study
Higher Education Marketing
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.
Improve Google Rankings
In top 1-3 spots on Google
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.
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.
- 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.
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.