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

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.

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