The SEO-Content Strategy That Smashed Student Enrolment Target by +40%

THE CHALLENGE

In 2022, post-pandemic, demand in the education sector declined due to people having less free time, economic uncertainties, and limited awareness of state-funded initiatives.
Competition grew, as other education providers entered the landscape and existing ones became more digitally active leading to rising CPCs across paid channels.

Our objectives were to emphasise the accessibility of higher education in Ireland, enhance Innopharma Education’s authority around their core offerings with content, make it easier for students to find the most relevant course for them and sustain high lead volumes without compromising quality amidst escalating CPCs.

OUR STRATEGY

Our strategy obsessed about putting the user first. It took personalisation and matching audience intent to a new level, focussing on either adding value or solving a problem for the user at every touchpoint. We did this by:

understanding the intent behind user queries and answering them effectively through helpful content
targeting users with personalised content to match their needs and the stage of their decision-making journey
focusing on awareness — how education can be a life-altering opportunity and the progression opportunities that lie ahead — rather than forcing conversion
using advanced technical SEO and schema to improve user experience by ensuring the right course was presented to the right audience
Repurposing SEO-content for acquisition, nurturing and retention across multiple digital channels

INNOVATION USED

Semantic mapping framework

Implemented relevant structured data (or schema) and entity building to better define each course for search engines. This solved major cannibalisation problems and vastly improved organic search performance.

Multi-channel integration to reduce CPL

Repurposing content led to efficiencies for paid channels, boosting leads from Social by 263% YoY at a 59% lower CPL and Paid Search by 25% at a 17% lower CPL.

BUSINESS GROWTH

Our strategy helped Innopharma Education exceed the yearly target for student enrollment by 40%, a significant accomplishment in a challenging market.

We also saw:

leads from the blog increase 1,172% YoY
organic clicks to Course pages increase 234% YoY
organic search visibility increase by 137% YoY

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Over Yearly Target, Student Enrolment

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YoY Organic Blog Traffic

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YoY Organic Clicks to Course Pages

What our clients say

Don’t just take
our word for it

"It’s no secret that the education sector has faced many challenges in recent years, following an unprecedented demand during the early stages of the pandemic to a fatigue coming out the other side. Working with Wolfgang Digital has allowed us to face this challenge head-on with an integrated, innovative and agile strategy that led to results that have exceeded our best expectations.”