Ed.D. Program Growth
Ranking #1 for degree terms is not easy, especially in a crowded space. But when paid traffic gets costly, looking to organic traffic for rankings and conversions is a good plan.
+6,000%
New Organic Growth
+10,000
Monthly Program Visits
+$80,000
Keyword Traffic Value
2U is an Online Program Management company for some of the largest, most well-known and most prestigious universities in the world.
Lanham, MD
2500-3000
$946.2 Million
We worked with the team at 2U on the rankings growth of a hard-to-market program.
The Challenge
Difficult Market
Graduate programs are notoriously hard to fill, and as an OPM, the task was to fill more than one program.
Expensive Search Terms
The team had previously used paid traffic to build inquiries for this program, which was quite expensive. They were looking for a way to lower their acquisition costs while still getting a high-intent, quality student.
Cost vs. Benefit
Since this strategy was not widely used, we had to determine if the cost to build links directly to the page would benefit the company with enough inquiries for the project to make sense.
Process and strategy
In-depth research and analysis
No one had focused solely on a program page to grow enrollments – most people just tried to grow traffic to the site overall. We did extensive keyword analysis and performed traffic projections complete with conversion to enrollment to ensure there was a large enough market to undertake this strategy.
Page revamp
For the page to rank in search, it needed an overhaul, without disturbing the existing rankings and while still acting as a conversion page for the programs. We completed an overhaul of the page so it could meet the required specifications for outreach.
Page promotion and results
Since this project involved us outreaching directly to the program page, we were really able to tie this project into ROI. We grew the traffic to the page 6349.28%, brought in 10k visitors a month and ranked #1 for keywords worth $80,102 per month.