We began working with a premier niche preschool, who operates six locations across three states, in January 2015. The client’s primary goal was to increase student enrollment in all six locations.
To achieve this, we focused on the following objectives:
- Increasing visibility of the Reggio Emilia-approach through the company’s blog
- Increasing visibility of each location, including outside the immediate vicinity
- Increasing conversions from site visitors
To reach the client’s goal, we identified—and solved—four challenging local SEO issues:
Balancing brand guidelines with SEO best practices
Many high-volume search terms risked undermining our clients brand. This limited the pool of relevant, high quality keywords. To make up for the restrictions on traffic quantity, we conducted extensive, brand-conscious keyword research that increased traffic quality.
Driving qualified traffic from areas beyond the school’s physical location
With the editorial assistance of our client, we produced high-quality, regionally focused content for each location, allowing us to build brand awareness in surrounding communities where local schools already saturated search results. We also activated Moz Local to monitor citations for consistency across all locations and establish each location as a unique entity to search engines.
Increasing a local organization’s share-of-voice for a broad educational topic
To increase awareness of our client’s brand and their niche educational philosophy, we implemented a series of on-page optimizations, then outlined and created a series of blog content to capture top-of-funnel searches. Through these changes we earned featured snippets for high-value, high-competition queries, driving very relevant traffic to the site.
Driving brick-and-mortar traffic with a predominantly digital marketing budget
This challenge required a broader approach to site optimization. We started by focusing on core pages, such as programs and general information, to grow overall visibility. We implemented traditional on-page optimizations, such as contextual internal links, calls-to-action (CTAs) in meta descriptions, Schema markup, submission of disavow files, and reduction of keyword cannibalization. To increase lead generation, we add large CTA buttons to drive users to conversion pages.
While organic traffic growth is always an SEO priority, we have made a greater impact on our client’s business by reaching a small but highly qualified audience. This achievement is visible in the triple-digit conversion increase from double-digit traffic growth.