Case Studies
SEO Case Study: Cambridge Health
WebRanking Client
Since 2011 to 2022
Industry
Education
Overview
WebRanking was initially approached by Cambridge’s original web designer in March of 2011 to provide an SEO campaign for them. This campaign ran through April of 2014.
Cambridge, after changing web design firms, approached us again in November of 2015 to perform an SEO audit and start up a new SEO campaign, as they had seen a significant drop in organic exposure and rankings after abandoning the original campaign with WebRanking.
Year 3 » Year 4
63%
Objective
These objectives were to be accomplished through first providing a comprehensive Technical and SEO site audit. Based upon these findings, we would then fashion an SEO campaign to address their current needs.
Challenges
This added to the already challenging issue of trying to attract visitors for the 4 geographic campus locations, with each location offering different courses and degrees. On top of this, we discovered that a significant number of the courses offered were commonly searched for under different keywords than the actual course name.
We also discovered that a significant part of our previous SEO initiatives and content had been removed during the lapse in our SEO engagement with Cambridge. Because of this, we needed to establish what was missing, what impact it had on current results and what could be reinstated.
In addition, we were working in a very competitive industry that already had several established and better-known competitors.
Solution
SEO & Technical Audit
SEO Fixes
Ongoing Strategy: Content Focused
We’ve recently made a heavy content push to include supporting content on the blog and other resource pages, to add authority, generate inbound links and add depth to the site.
We also discovered during our audits that a significant amount of content on the current site was duplicate content, either externally or internally. Due to this, we not only made a push for new content, but to also rewrite all the duplicate content.
The Results
![cambridge-health-chart](https://www.webranking.com/wordpress/wp-content/uploads/2024/05/cambridge-health-chart.png)
WebRanking has been providing continuous SEO for Cambridge since November of 2015. Since that time, we’ve seen continued growth in both organic traffic and organic leads. This past month, we set all-time records in both categories.
As their campaign can be seasonal, the best way to measure results is to look at year over year gains:
Year over Year Lead Gains
Year 1 » Year 2
30%
30% Increase in Lead Conversions
Year 2 » Year 3
50%
50% Increase in Lead Conversions
Year 3 » Year 4
63%
63% Increase in Lead Conversions
During this time, we have also seen the following year over year increases in organic search traffic:
Year 1 » Year 2
30%
30% Increase in Organic Traffic
Year 2 » Year 3
40%
40% Increase in Organic Traffic
Year 3 » Year 4
47%
47% Increase in Organic Traffic
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