case studies

Growing and Amplifying Organic Search Leads

YOY ORGANIC SEARCH LEADS GREW BY

67%

Challenge

Bryant & Stratton College, offering online and campus degree programs, approached DFO after finding their 2017 organic traffic and leads had decreased significantly year-over-year (YOY). Their goal was to limit 2018’s expected YOY lead loss to 5%. 

Strategy

DFO conducted a full website audit on Bryant & Stratton’s site, analyzing the technical architecture and website content. We also performed a keyword analysis to identify proper targets for the programs and information offered, as well as a competitive analysis of other top-performing colleges. Ongoing optimization and filling-in of competitive gaps were a primary focus of the campaign.

results

Despite the goal of simply limiting losses, 2018 saw the number of organic search leads grow by 67% YOY. 104,609 leads were generated in 2018 from organic search traffic, compared to 62,772 the previous year. Additionally, the first organic traffic and lead growth the college had experienced in more than a year occurred within the first two months of campaign launch.

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