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<\/a><\/p>\nSTRATEGY\/APPROACH<\/h3>\n
Upon initial analysis of the Undergraduate program, we encountered a few red flags that could have turned into a potential penalty if detected by search algorithms. This included thin content on the majority of pages, and duplicate content created within the CMS structure. Due to the urgency of wanting to avoid penalization, we decided to tackle these issues first. In order to make the process as smooth as possible, our SEO team worked closely with the college\u2019s\u00a0web services team to pinpoint issues and determine the appropriate solutions. It was concluded that\u00a0the implementation of a series of rewrite rules and 301 redirects would eliminate duplicate content.<\/p>\n
We also discovered a lack of calls to action and conversion points within the site. This created a difficult navigation and user experience for visitors.<\/p>\n
CONTENT OPTIMIZATION \/ DEVELOPMENT<\/h3>\n
Our solution and plan for increasing traffic and inquires for the Undergraduate site began by optimizing content. The content was revised for\u00a0the overall program, four-year study abroad experience, and individual Majors offered through Marist Italy. During the optimization process, we paid close attention to variations between programs and Marist\u2019s specific language. Our team made\u00a0sure that all content was in keeping with Marist\u2019s brand and design guidelines.<\/p>\n
We continued content creation and optimization throughout the entire 12-month period. Our content writing and SEO team developed each piece of |content to ensure it was inline with high volume keyword searches. We also sought to create interesting content that helped solidify Marist Italy as an expert in the Italian study abroad experience.<\/p>\n
A\/B TESTING<\/h3>\n
While our content optimization efforts began to be crawled by search engines, we began conducting A\/B tests on the program in order to increase conversions for the new incoming traffic.<\/p>\n
ADDITION OF CALL-TO-ACTION \/ CONVERSION POINTS<\/h3>\n
During the optimization process our team had a hypothesis that conversions on the client\u2019s website could be improved by the addition of strategically placed call-to-action forms and buttons. These tests included the addition of conversion forms and call-to-action banners placed on various pages. The addition of the form saw a 13.5% improvement in conversions, while the CTA banners saw as much as a 1451.1% improvement in click through rate.<\/p>\n
STAYING ON TOP OF ALGORITHM UPDATES
\n(E.G. \u2013MOBILE, PANDA, PENGUIN UPDATE)<\/h3>\n
During the duration of the search engine optimization campaign Google continued to make updates to their algorithm and search results appearance. Our SEO team monitored these updates closely, while continuing to update and educate the client on the various changes in SEO news including the Mobile Algorithm and Panda 4.0 update.<\/p>\n
YOY SEO CAMPAIGN RESULTS<\/h3>\n
Throughout the entire process, we continued to monitor the results of our optimization and testing efforts through monthly reports conducted by our team and shared with the client. After a 9-month duration, our teams\u2019 SEO efforts on the Undergraduate program yielded the following results:<\/p>\n