Your Life is an organisation sponsored by industry and supported by government. They are running a three-year campaign to encourage more children to study Maths and Physics, to ensure that the UK has the skills it needs to compete with other countries.
Your Life had already successfully built up a high domain authority website with a strong backlink profile.However, online awareness of the whole campaign and strong search engine results pages were lacking.
In September 2016, they began to work with Wagada on a fixed term project and sought to make the most of the existing web pages as well as produce new SEO-friendly content that would boost search ranking results and their online profile.
In order to support the other campaign activities fully and to raise maximum awareness of both the STEM skills gap to businesses and the possibilities for students opened up studying STEM subjects, the Your Life website needed to attract and engage a wide audience. Schools, parents and businesses needed to be able to find relevant content to boost awareness of the campaign.
The most vital aspect was to attract teenagers making their A-Level and post-16 education choices, to inform them of the benefits of studying Maths and Science, with content that was both of engaging and interesting. It also needed to be relevant to STEM subjects and the education sector.
To achieve this, Wagada needed to identify content areas of opportunity, and to create new pages that would attract students. Our SEO strategy needed to make site content easily discoverable by search engines and Your Life’s desired audience.
Wagada carried out a thorough assessment of site content and site structure, to identify areas of opportunity for content, to understand the user journey and to inform keyword strategy. Keyword research was carried out to identify SEO long tail and niche phrases that would connect the content to a real teenage audience.
As a result of this, Wagada were able to optimise existing blogs and make them relevant to the target audience. We also built links for relevant online publications to boost the authority of these landing pages.
The addition of new landing pages optimized for relevant key terms produced superb results and these keywords went straight to page 1. The pages brought to life the issues at the heart of the campaign. By focusing on why students should study STEM subjects when making A-level choices, the content provided the relevance to key terms that Your Life needed to achieve search engine success and become discoverable to a much wider audience.
“Wagada were a great help in enabling us to quickly boost our SEO and make our content discoverable to our teenage audience. In a really short space of time they delivered a significant uplift in relevant traffic to our website, with both new and existing content far more easily found, helping us to demystify Google’s algorithms. They also employ first class writers who understood our campaign perfectly.”
Toby Hicks, Campaign Communications Director, Your Life
• 12 keywords ranking on page one of Google
• 29% increase in traffic from organic search
• 34% increase in the number of new users engaging with the site