Searchmode

We recommended and – with help from the NST development team – implemented technical changes to ensure that each page on the site could not only be easily found, crawled and indexed by a search engine, but that it was part of a strong, simple structure with a clear hierarchy between different page types.

Furthermore, working with NST’s internal marketing team, we then began a process of improving the layout and content of each key page template. In particular, we focused on destination pages (for trips to a particular destination) and subject pages (for trips related to particular subjects). Our goal was to provide a teacher with all the information and resources they needed to decide on a school trip:

If they were ready to book then our page had a selection of relevant trips
If they were newly qualified then our page had a “first-timers” guide to running a school trip
If they wanted help with risk assessments then our page had a link to a free resource
And so on.

Results
Our approach made every NST landing page a one-stop shop for teachers, and it paid off.

Bounce rates dropped significantly, meaning users were stopping to engage with the content more often. Rankings improved to a point where NST ranked either 1st or in the top 3 positions for every subject or destination-related keyword we were targeting. Organic traffic, and subsequently conversions, rose dramatically.

By way of comparison, no competitor in the industry came close to matching NST’s level of search engine visibility.

A similar approach would work for any travel brand, school-related or not. The focus is simply on delivering an exceptional customer experience. In the past, travellers visited their local travel agent to get the information they needed before booking a trip. A user’s need for that information hasn’t changed, but how they get it has.

Stats:

From 42 keywords in 1st position to 241 (+474%)
From 132 keywords in positions 1-3 to 296 (+124%)
A 32% year-on-year increase in organic traffic
A 30% year-on-year decrease in bounce rate
A 16.5% year-on-year increase in enquiry form submissions

We were asked to set and implement a long-term SEO strategy for the business. Immediately, it was obvious to us that Gerald Edelman was a prestigious firm with a stellar reputation in the industry. They also had a strong brand, a well-designed website, and clear messaging about their values.But, despite all of this, there was little consideration for SEO.As an example, their services were displayed in a bullet point list on a single page on the site. Compared to their competitors, who had detail-rich, well-optimised pages covering each service, the firm stood no chance of ranking for service-related keywords (e.g. tax accountants).

So we set about solving the problem.

We focused primarily on developing and optimising new pages for each service, but we’ve also supplemented that work with informational content across the blog, resolving technical issues to ensure the site is clean and well-structured, and an outreach campaign that has landed Gerald Edelman coverage in various industry publications.

Results
Our approach has resulted in a huge improvement in rankings, traffic, and leads generated through the website:A 187% increase in organic traffic over 24 months

A 50% increase in website form submissions
From ranking for 0 keywords related to their services to 50 in the top 10, with 21 of those in the top 3