1. The Challenge

    Insight

    Imperial College London is a world-class university with a mission to benefit society through excellence in science, engineering, medicine and business. Imperial graduates share ideas, expertise and technology to find answers to the big scientific questions and tackle global challenges.

    World-leading research, Executive Education and postgraduate programme institution, Imperial College Business School, worked with Avenue Digital to generate larger organic search visibility, thereby reducing their reliance on PPC.

    The client’s campaign objectives were to raise brand, product and service awareness, to improve the quality of website visitors and consequently increase a range of goal completions.

    The task: to improve the performance of Imperial College Business School's natural SEO rankings to help increase course admissions and brand awareness.

  2. The Solution

    Ideas

    As a client with considerable existing traffic volumes, the SEO team audited the website to identify areas to further enhance visitor levels. The SEO technical audit quickly identified strengths and weaknesses in the target search landscape. A number of technical and content improvements were integrated into a comprehensive strategy, rolled out by Avenue Digital’s SEO team.

    Leveraging structured data to maximise search engine categorisation and indexation of content, analysing and diagnosing content gaps alongside optimising website performance, delivered improved user experience and organic SEO rankings.

    In addition, we saw the opportunity to utilise the client’s considerable brand authority to promote their priority business areas – MBA, MSc and research. We also worked to target the key audience of prospective students and partners, maximising the quality of visitor and therefore increasing conversions.

     

  3. The Result

    Impact

    Page views from organic traffic increased by 13%. This is a significant improvement given the incredibly high volumes of traffic that the client’s site received historically, and secures organic as the channel driving the largest volume to traffic to this global educational provider. The bounce rate improved by 9.8%, indicating that the targeted users were of a higher quality. This contributed to improved conversion levels and goal completions for the client.

    In their MSc sector, organic search delivered 49% more visitors, a bounce rate which was 19% lower and a 5% higher average page time. This marked growth was seen across their key sectors.

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