Higher education, like many industries in 2020, has seen volatility and uncertainty in response to the global pandemic. Perfect Search worked with a client in higher education to revamp their copywriting and content strategy, focusing on program areas that saw downturns in leads (program information requests) during COVID-19. The client's goal was to increase organic traffic and interest in these programs by creating valuable content around remote learning, online education, and careers. Our Strategy: 1. Perfect Search analyzed organic traffic, keywords, and leads to uncover the client's lowest-performing programs. 2. We then conducted keyword research to identify primary and secondary keywords for each of these academic program’s career topic areas. 3. We worked with the client's content marketing team to develop an accelerated editorial calendar of six additional new blog posts per month, on top of their regularly scheduled content. We executed up to 10 blog posts per month, ranging from career and program focused pieces to longer traditional blog posts in order to capture audiences and leads for these core programs. This copywriting and content strategy increased organic traffic to the site's blog by 196.53% YoY. Their ranking keyword portfolio also grew by 222% YoY, and the domain authority of the site as a whole increased by one point. This project shows that no matter what outside factors impact your business, executing consistent, quality copy in content areas your audience cares about can garner organic visibility and traffic to your website. And, importantly, partnering with a content-focused agency that is well-versed in content strategy, data analysis, and copywriting can help you achieve your business goals.
Best Writing / Story