THE CHALLENGE
When we started working with UTEL it was a new university, which needed to position itself and we could help it with the aim of promoting education in Mexico through alternative methods of study that allow us to finish a career and work at the same time and of course be profitable.
In a nutshell: positioning yourself as an accessible higher education option to a particular sector of the population – people who work and want to study at an affordable cost and at an accessible time.
At this time about 5.6% of UTEL’s traffic came from organic traffic and the average position was 15, half of the second page of results.
To achieve these goals, especially in a sector that is so competitive and with a stable search rate over time (i.e. it has not increased or decreased considerably in 5 years), it was necessary to concentrate resources well on the right channels in order to be profitable and reach the maximum number of people correct.
Organic positioning is naturally one of the most viable options to meet this goal, since the same effort is stirring over time, this means that at the beginning it may bring fewer clicks but over time will bring more for the same cost.
However, it should be noted that this is not an objective that can be achieved in isolation, at least not in the time that UTEL did, and although this article is addressed from the SEO perspective, the positioning was the achievement of synergy of different means and marketing efforts.
THE SOLUTION
To position a page we follow seO’s 3-step strategy, site and server optimization, content creation and backlink construction, implicitly and in the measures that were possible and priority.
Specifically, the measures we take:
- Fixed server errors.
- URL optimization and page layout.
- Optimization of content according to Trends and Objectives.
Fixed server errors
One of the main issues identified was the number of structural type errors of the page, i.e. duplicate content errors, 404, titles and missing meta-descriptions, etc. Nearly 30% of the total indexed pages had some kind of error.
This type of escalation in errors is normal especially in CMS like WordPress, Joomla, Drupal, Magento, Shopify, etc. Because they tend to create ghost or duplicate pages with images or publications, and at the same time these ghost and duplicate pages, as we do not know that they exist, we do not indicate a meta-description or own titles and take the name of the page, company etc. by default. Which starts to create a domino effect of service errors.
Well, a similar case happened with UTEL, so all the errors were identified, and they were fixed little by little, the good thing is that, in repairing these details, they are also repaired with domino effect. When you exclude the duplicate error page from browser indexing, all errors associated with duplicate content on that page disappear. Note this is not a “free pass” for any type of error exclude it from search engines, because not all errors are fixed this way, excluding only those associated with duplicate content and we still have to monitor the source of the error.
URL optimization and page layout
One area where UTEL exceeds is in the constant application of changes, all the time they are proving that it does work and trying to optimize. Thanks to this platform of work that they have, we tested different user experience improvements and optimized the URLs that were wasting KW real state,that is, they did not have the keywords that identify the page with the utility to the user or that repeated some KW and that we could change to increase the range of coverage.
For example: “/bachelors-in-line/administration-in-line/” we may be losing valuable characters or falling into KW stuffing by mentioning online twice in such little word space. These types of copies were adapted to have greater relevance with the user’s searches according to the search trends that were found at the time. For example, for online masteries,it stayed that way.
Optimizing content according to Trends and goals
According to positioning objectives, constant monitoring of the position of key pages and search trends were implemented content suggestions that had relevance in the pages they wanted to position, as well as usefulness for the user based on search trends.
Together we started to coordinate with the efforts of measurement and paid pattern, the creation of attractive and relevant content, try different formats (video, infographics and articles), in order to promote the most valuable content for users and the brand.
ACHIEVEMENTS
Thanks to the correct and timely execution we are able to:
- An average increase of 8.27% position for category main keywords.
- Annual growth in average organic traffic of 98.98%, or almost double each year.
- More than 78 strategic keywords on the first page of search results.
- 104.08% increase in organic search visibility.
Place the mark above the category. That is, they are more searches directly by the brand, than of the same category of services, this means that they are leader in the field and reference.
Expert consulted:
