Detailed keyword research was done to understand how prospective students are searching for the degrees they’re interested in, grouping and categorizing searches to align with intent across the funnel. We used a strategic selection of phrases and synonyms as the backbone of the campaign.

A complete review of the site’s metadata and content allowed us to optimize for the researched key phrases. Changes to the site’s content coupled with detailed and regular checks of the site’s health and compliance, while proactively managing the strong link profile have yielded impressive results.