Cass Business School shared with us their operational plan for the year 2018/2019 that included ambitious goals such as:
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 Cass the institution of choice – showcase the brand values of Cass and leverage the advantage of Cass’s location.
We developed an SEO strategy and implementation plan for Cass 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 Cass Business School, we developed an SEO strategy that included a detailed implementation calendar that prioritized 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
Closer, on average, to ranking 1st on Google
Wireframes turned into designs