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SEO Content Case Study for Sunstone
Get to know the company
behind #EducationThatWorks.
Understand the brief & objectives we set to achieve.
Peek into how we planned to
make content differently.
The people we wanted to target & get on the website.
Learn about the processes that went in to achieve this.
Showcase of key datasets and business metrics.
Sunstone is a leading higher education services provider that works with academic institutions to upskill students for employability. Sunstone offers career-oriented training interventions for undergraduate and postgraduate students at 30+ institutions across 25 cities.
Unfortunately,, only 45.9% of the Indian youth are seen as employable.
To give students everything they need.
Re-innovate education.
Understand the brief, objectives & KPIs we set to achieve
Limited brand visibility and recall on search from target audience.
5X increase in search
impressions for relevant queries
Keyword ranks, Impressions, and rich results
Traffic on the website was not yielding business
4X increase in qualified organic traffic
Clicks, organic sessions,
conversion rate
Contribution of the organic channel to the overall enquiries target was low
2X increase in enquiries via organic
No. of enquiries
| Focus Area | Challenge | Objective | KPIs |
|---|---|---|---|
|
Visibility |
Limited brand visibility and recall on search from target audience. |
5X increase in search impressions for relevant queries |
Keyword ranks, Impressions, and rich results |
|
Qualified Traffic |
Traffic on the website was not yielding business |
4X increase in qualified organic traffic |
Clicks, organic sessions, conversion rate |
|
Enquiries via Organic |
Contribution of the organic channel to the overall enquiries target was low |
2X increase in enquiries via organic |
No. of enquiries |
Peek into how we planned to make content differently
Isolate the right audience & serve the right content at the right time.
Figure out the customers who are most likely to engage & convert
Understand what these audiences are searching for within the relevant space
Develop the list of platforms and partnerships to talk about said topics and engage with the audience.
Create SEO optimised content using necessary tools to dominate the search results
Imporve website architecture, internal linking & CTAs to make the best of incoming traffic
The people we wanted to target & get on the website.
Name : Harsh Jain
Age : 25
Education : Bachelor's Degree
Occupation : Working
Location : Faridabad
Marital Status : Single
Harsh is a working professional who wants to develop his skills and position himself for career advancement. He has experience working in the field but he knows that he will need to earn a degree in order to keep moving up the ladder.
Name : Shruti Pathak
Age : 17
Education: Undergraduate
Occupation : Student
Location : Nashik
Marital Status : Single
Shruti, a 17-year-old, is navigating the journey towards college. Her routine revolves around school, extracurriculars, and the pursuit of an ideal undergraduate program. Central to her priorities are securing funds for education, selecting a location for her studies, and discovering a program aligned with her field of interest.
Learn about the processes that went in to bring the strategic approach to life.
Don’t know what to do
“High salary courses you can pursue after 12th Commerce”
Figuring out what is best out of all options
”B.Com vs BBI: Which is a Better Option After 12th?”
Isolting options that seem apt
”BCom Subjects 1st Year, 2nd Year, 3rd Year, Syllabus”
Researching how to get in
” BCom Admission 2022: Important Dates, Selection Process, Exam Dates, Fees etc.”
Shortlisting institutes based on criteria
”10 Best BCom Colleges in Pune”
Where does our target audience go to get answers.
Is the platform the best vehicle to drive the topic.
Will establishing presence on the platform also help build authority?
Is the partnership viable w.r.t financial & ROI standpoint
350+
keywords in Top 3
(Vs. 32 at Start)
~3 Lakh Impressions Via Rich Results
& Answer Box