Increasing the sign ups for Bayes Business School's short courses by harnessing the power of SEO
Bayes Business School (known as Cass Business School) in London is one of the top UK business schools with programs ranging from undergraduates to masters, MBA, PhD and executive education. MintTwist were engaged to helping grow the sign-ups to Bayes short courses.
Bayes Business School shared with us their operational plan for the year 2018/2019 that included ambitious goals such as to:
- Increase the number of quality applications of undergraduate and postgraduate students to drive quality traffic to recruitment-focused pages.
- Create searchable, targeted content related to student decision making with a focus on driving traffic to CTA’s.
- Continue to build and leverage the brand to make Bayes the institution of choice – showcase the brand values of Bayes and leverage the advantage of Baye’s location.
We developed an SEO strategy and implementation plan for Bayes Business School that highlighted the opportunities from an organic perspective.
We carried out an audit of the main website that reviewed the current organic performance, keyword distribution, organic competitor positioning and a technical SEO analysis with some recommendations to improve crawlability and indexation. The audit highlighted the main problem areas. Based on this and the objective outlined for Bayes Business School, we developed an SEO strategy that included a detailed implementation calendar that prioritised key URLs per month.
Each month the team would review the URLs and do additional keyword research, make recommendations for additional keywords, review on-site optimisation, include relevant structured data for all the courses and recommend additional topics to write on. We also identified some key pages receiving a low number of internal links so we provided a list of relevant internal pages where to link from, choosing the anchor text strategically to help the target pages to rank for the priority keywords.
As a result, over the first six months our campaigns generated:
Increase in organic traffic from the 30 URLs that were worked on
Increase in the number of keywords ranking on page 1
Closer, on average, to ranking 1st on Google
Higher visibility score YoY
Royal College of Art SEO
Targeted SEO campaigns to increase uptake for the RCA’s short courses.
In just 12 months, our SEO project reversed their downward trend in traffic.