General Assembly Case Study

The Challenge

One of top market leaders in tech education space. Very strong and well-respected offline presence but was struggling to build online presence through organic search.

The Process

Existing PDP technical optimization

Keyword cannibalization between PDPs
Internal linking on main navigation and between PDPs
Canonical tags on hyperlocal PDPs

Existing PDP content optimization

Standardized target keyword modifiers for all middle and bottom of the funnel content
Provided content team with briefs for specific recommendations on how to approach page-level optimizations

IP Geolocation strategy

Removed GEO IP redirecting from CWEs to page cache differentiation method

Blog content optimization and content expansion

Optimized existing blog post for low hanging fruit keywords
Contributed to ideating blog content ideas with hub and spoke content model to target new topics like python, data science, digital marketing, etc.

Online/remote CWE/PDP optimization

Duplicate content through improper canonicalization
Internal linking between online PDPs and homepage
Errors with existing schema

The Solution

Level Up PDPs non-branded traffic grew +171% YoY
Career Changers PDPs non-branded traffic grew +48% YoY
Blog non-branded traffic grew 200% YoY
Crawl rate to CWEs increased by 65%

Website

https://generalassemb.ly

Skills Used

SEO

Industry

Education

Results by the numbers

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