By Marc Purtell | Director, SEO
We recently published a case study on how search marketing is being leveraged to dramatically increase leads while decreasing the cost-per-lead in one of our most important verticals. MediaWhiz has a long history of success in the education vertical using a mix of digital media to drive performance. This case study illustrates an example of we successfully leveraged our extensive education experience to exceed our program goals.
The Challenge: Increase New Student Enrollments
Miami-based College of Business Technology (CBT) came to us with the challenge of increasing the rate at which they were enrolling new students while providing insights to help improve its conversion funnels and better understand its customer analytics. After partnering with CBT, the MediaWhiz Search team constructed a plan to integrate paid search with organic and local search optimization to hyper-target potential students in the greater Miami area and beyond.
The MediaWhiz Solution: On-Site Content Plan and Local Search Optimization
As a vehicle to increase awareness locally and drive potential students to CBT’s campus programs, MediaWhiz combined an on-site content plan with optimization of local listings and citation building. We developed a content creation calendar to ensure high-quality, locally themed content was added to CBT’s website and blog on a regular basis. This strategy not only helped expose CBT to more real estate in locally targeted search engine results, but also positioned the college as an engaged member of the community.
In addition to the on-site content plan, MediaWhiz helped CBT in the local market by promoting its listings in search engine map results. By optimizing CBT’s location pages in the major search engines and normalizing its business data across hundreds of local listing websites, we ensured CBT ranked at the top of map results for dozens of highly competitive search queries. (more…)