Case Studies

Learnalanguage.com

Developing and implementing effective search engine marketing campaigns for organizations in highly competitive online industries requires much more than run-of-the-mill search engine optimization — it requires in depth competitive analysis, technical project management, and exceptional strategy design expertise. Most importantly, it requires the ability to be innovative and think outside the box.

Language learning is a highly competitive online industry. It’s dominated by well-funded and well-established language learning behemoths including Rosetta Stone, Duolingo, Babbel and ITutorGroup, to name just a few. When Visual Link Spanish first engaged Inteliture with the proposition of helping their company grow organically in the online language learning space, we knew it wouldn’t be easy. Specifically, they wanted our help expanding their product line into new language learning verticals by increasing their rankings for relevant keyword searches in Google and Bing.

Industry Research

The first step in any effective search engine optimization (SEO) or digital marketing campaign is industry research. Many aspiring marketers and business owners dump thousands into organic search engine optimization and digital marketing only to find out, even after driving hordes of new website visitors, the opportunity to sell their product or service online was not nearly as profitable as they first supposed. The website visitors came, and “visited”, but they didn’t buy. In simplest terms, industry analysis is designed to make sure that marketing your product or service online is going to be profitable for your organization. Visual Link Spanish was a well established language learning corporation with a long track record of profitable online sales. They simply needed to grow.

Competitive Analysis

Without question, competitive analysis is the most important aspect of an effective digital marketing campaign – and is the key to developing a winning strategy. Notwithstanding, it’s where most SEO and digital marketing firms fall short of hitting the mark.

After several days of competitive research and analysis, our team compiled a list of target keywords that would (1) drive profitable web traffic and (2) support Visual Link’s goal of expanding their product line into new language groups. After discussion with Visual Link we identified “learn a language” as the no.1 keyword we wanted to target. We also determined that a traditional approach to optimizing and marketing one of Visual Link’s already existing web properties would not achieve the rankings, or results, they were looking for. Keyword competition was intense.

Strategy Design

At the end of the day, search engine optimization and digital marketing is all about developing a winning strategy. A winning strategy has two key components. First, a winning strategy has to be achievable. Second, a winning strategy has to be sustainable. In essence, a winning strategy should establish a sustainable competitive advantage. Why invest a ton of money in online marketing just to have your competitor come along, duplicate what you’ve done and oust you from the market position you achieved?

Based on the outcome of both our industry research and competitive analysis we proposed to Visual Link Spanish the development a new web property, learnalanguage.com. Learnalanguage.com would bring to the table various elements of a successful web-based strategy that could not be achieved through the company’s existing websites. Learnalanguage.com would be positioned as a free language learning resource in an industry comprised almost entirely of commercial language websites that promoted a pay-for-play model.

Implementation

Implementation is simply an extension of a sound strategy. This is the step where top performing websites, like learnalanguage.com, are born. Through extensive collaboration between our marketing strategists and in-house team of designers, the physical concept of learnalanguage.com was created. Two months later, we launched the site.

Results and Achievements

So did the strategy work? Was it worth the investment? Take a look at the figures and acheivements below and you be the judge.

  • Achieved the #2 ranking in Google for the keyword “learn a language”
  • Achieved the #1 ranking in Bing for the keyword “learn a language”
  • Beat out Rosetta Stone, Duolingo and Babbel for many top industry keyword rankings
  • The site has maintained all rankings in SERPs for several years up to the present
  • Generated over 2000 new unique and targeted visitors a day
  • Generated over 400 organic incoming links to support website growth during initial campaign
  • Continually garners new organic backlinks from other industry websites
  • Effectively established several new language groups to support product expansion
  • Achieved a sustainable competitive advantage!

Collegeatlas.org

Adult education is one of the most lucrative industries on the web. Consequently, it’s also one of the most competitive. For-profit education behemoths, including University of Phoenix, DeVry, Kaplan, Strayer University, Liberty University, Walden University and Capella University dominate the landscape and make market entry very difficult for any would-be competitor without deep pockets or a large marketing budget. In a given year, University of Phoenix alone heaps nearly $100 million into Internet advertising and marketing. Who can compete with that?

Collegeatlas.org was the brain child of the Becton Loveless, CEO and Head Marketing Strategist at Inteliture. Collegeatlas.org was designed to accomplished something seemingly impossible, pentrate the competitive online adult education industry on a shoe string budget. Impossible? Read on.

Industry Research

Every day tens of thousands of aspiring career professionals and adult learners turn to the Internet to research education opportunities, explore college degrees, find a school and enroll in a program. In the US, adult education is a $104 billion industry and represents the fastest growing segment in higher education. The major players in adult education include community colleges, public colleges, and private colleges. The average tuition for community college is just over $3,200, for public college $8,900, and for private college, $29,500. For savvy schools, businesses, and marketers their is a never ending opportunity to profit from adult education.

Initial industry analysis we performed showed that adult education offered great profit potential. However, we also learned that from the perspective of keyword searches performed in Google and other search engines, it’s one of the most diverse industries on the Internet. On any given day, hundreds of thousands of searches are performed using thousands of different keywords and keyword combinations (i.e., degrees, accredited degrees, best degrees, degree programs, etc., etc.) There is no one keyword that represents a majority of search traffic in the adult education industry. Successful, organic, adult education websites must show up in search results for many relevant keywords in order to drive traffic and generate substantial revenues.

Competitive Analysis

Competitive analysis was at the core of developing a winning search engine marketing (SEM) strategy for collegeatlas.org. Even though the online landscape for adult and higher education at first glance seemed saturated, with little opportunity for market entry, our competitive research yielded the following findings:

  • The education information presented by for-profit schools on their websites was bias toward their programs
  • The education information presented by popular college search websites was bias towards for-profit schools
  • The education information presented by online marketers was bias toward the schools they represented
  • Much of the information available online about adult education was inaccurate or misleading
  • Most adult education websites offered students a limited scope of the actual offers available to them
  • Even the most altruist adult education websites often had a hidden agenda
  • There was level of mistrust among industry participants

In short, the online adult education industry was comprised of money hungry entrepreneurs and corporate executives, unscrupulous marketers and sales professionals, profit driven universities, self-absorbed educators and of course a few good guys (who struggled to differentiate themselves from everyone else.) And let’s not forget about millions of aspiring students just trying to figure out what path to take.

Our competitive research also yielded another important finding, many adult education websites, even those with top Google rankings, suffered from poor inbound link structure. It became evident, quite quickly, that many adult education websites, due to the overtly commercial or bias nature of their offering, struggled to garner incoming links from other relevant industry websites. Why does this matter? We’ll tell you in a moment.

Strategy Design

Algorithm driven search engines, such as Google, rank web pages based on several factors. A very important factor used to determine rankings is inbound link profile – or the quantity and quality of incoming links from different websites or referring domains. For example, collegeatlas.org has 2,496 incoming links, or 2,496 “backlinks”. This means there are approximately 2,496 websites that have placed a link on on their site that directs to collegeatlas.org. Google uses a website’s link profile to gauge or measure its relevance and authority with respect to other websites on the internet.

Typically the more incoming links the better, but not all links are created equal. Some incoming links are worth more than others, some links aren’t worth anything at all, while others may damage your rankings. When evaluating the value of a website’s inbound link profile, Google and other search engines consider the relevance and authority of each linking site. If you’re an education website, a link from bobsblog.com is not likely to carry the same weight as a link from an “edu” website like harvard.edu (Harvard University). Good links come from relevant and authoritative websites. Bad links come from irrelevant websites, generic online directories and/or “spammy” low-quality websites.

We identified that even though many prominent adult education websites had a large number of incoming links, many of these links were “bad” links that came from irrelevant, low-quality, even “spammy” websites. We saw an opportunity – and collegeatlas.org was conceived!

The strategy behind collegeatlas.org was quite straight forward, simple actually. Bring to market a truly “pure” adult education offering. An offering not plaqued with the commercial bias, misinformation, false marketing, and limited scope that defined about 90% of all other adult education websites. Everything that went into the development of collegeatlas.org, from the selection of a .org domain, to the layout, to the content, to the marketing position statements, uniquely positioned the website as one of the only true authoritative and “pure” resource websites in the adult education space.

Implementation

From intial concept to launch, the development of the collegeatlas.org website took about 4 months – but the site was a work in progress over a period of a year and a half.

We launched a massive link building campaign aimed at developing an inbound link profile unrivaled by any other adult education website on the Internet. To this end, we contacted and introduced collegeatlas.org to high school teachers, adult education websites, government agencies, resource websites, and every major college and university in the United States, including Harvard.

Results and Achievements

Did the strategy work? Yep!

  • Achieved front page rankings in Google, Bing, etc. for thousands of industry relevant keywords
  • #1 Ranking in Google for “associate of arts”
  • #1 Ranking in Google for “bachelors of science”
  • #1 Ranking in Googel for “bachelor of science”
  • #1 Ranking in Google for “associate of applied science”
  • Generated 4,000 to 6,000 new unique organic visitors a day
  • Generated over 1,000 quality backlinks
  • And we got our “edu” link from Harvard!

SeaNet (seanetco.com)

For the longest time the yachting lifestyle was limited to the elite few who could afford it – wealthy movie stars, actors, successful businessmen and other decamillionares. However, in recent years a new business model has opened the door to new owners – fractional yacht ownership. Not unlike the time share model used for vacation properties, with fractional yacht ownership the cost of purchase and maintenance of a luxury yacht is shared with others. Now even the run-of-the-mill millionaire can afford the yachting lifestyle.

The fractional yacht ownership industry is comprised of a number of competing yachting companies all vying for top positions in search engines for a limited number of relevant keyword searches. SeaNet (seanetco.com) reached out to Inteliture when its rankings for these keywords were sliding.

Industry Research

There are only a handful of keywords consumers use when searching and shopping online for shared yacht ownership. The most coveted of these include fractional yacht, fractional yacht ownership, shared yacht and shared yacht ownership. Much of the search traffic in the shared yacht ownership industry is generated by these keywords.

Competitive Analysis

For many years, seanetco.com, with little effort, maintained top rankings in Google for these four keyword search phrases. However, as search algorithms evolved and competition increased, SetNet watched as it’s top rankings were slowly erroded and replaced by competing websites. Over a period of a year, SeaNet’s keyword rankings dropped from the top of the first page of search results to the bottom of the first page, and then to the second page. Overnight, website traffic plummeted.

Our competitive analysis yielded the following findings:

  • Much of the content on the seanetco.com website was antequated and out of date. While SeaNet had invested heavily in their fleet of yachts, they had neglected to keep fresh content on their site.
  • While SeaNet’s website remained stagnant, several other industry players (and competitors) had invested in attractive websites and compelling content that drove inbound links and conversion.
  • As the fractional yacht industry evolved and grew, consumer search traffic became more focused around a smaller cluster of relevant keywords.
Strategy and Implementation

We’d like to go on and on about how difficult it was to help seanetco.com regain it’s search engine rankings, but truth be told, it simply required time and the application of a best practices approach to SEO. This is what we did:

    • We helped SeaNet update and redevelop the look and feel of the seanetco.com website, bringing it into the 21st century.
    • Performed an extensive website audit to identify internal linking and technical issues that were causing Google to have difficulting spidering and indexing site pages.
    • We helped SeaNet identify and implement a content development strategy designed to ensure current and compelling site content.
    • In conjunction with the content development strategy, we implemented a strategy aimed and improving the growing the site’s inbound link structure.
    • We set up web analytics on all pages to track indexing and traffic progress.

 

Results and Achievements

Within several months, SeaNet was able to regain its rankings in Google for all relevant keyword searches, achieve several new keyword rankings, website traffic rebounded and on-site conversion increased.

  • #1 ranking in Google for “frational yacht”
  • #2 ranking in Google for “fractional yacht ownership”
  • #2 ranking in Google for “shared yacht ownership”
  • #4 ranking in Google for “shared yacht”
  • #3 ranking in Google for “fractional yacht ownership”
  • #2 ranking in Google for “fractional yacht”
  • #5 ranking in Google for “shared yacht ownership”
  • #5 ranking in Google for “shared yacht”

Educationcorner.com

Educationcorner is a top performing online education company targeting online learners of all ages and backgrounds. The company brings to market a comprehensive suite of education products and information offerings through it’s website educationcorner.com.

Industry:

Online Education; Lead Generation; Adult Education

Background:

Between 2010 and 2013 educationcorner.com was a top player in the online education industry. However, starting 2014 as the online education landscape evolved, educationcorner.com saw it’s market share dwindle and its search engine rankings start to fall.

Campaign Type:

Strategy Design; Search Engine Optimization (SEO); Web Development; Conversion Optimization

Goal:

Our goal was to help Educationcorner, the company, to reinvent itself within the online education space. We also needed to help educationcorner.com, the website, regain lost search engine rankings and develop a profitable, and sustainable, organically driven search engine optimization strategy.

Strategy:

We helped educationcorner.com reposition themselves within the online education arena as an education lead generation company, instead of a product manufacturer. We helped them play to their strength as a knowledge provider and leverage their marketing experience to profitably generate leads for other k12 and adult education companies.

We implemented a targeted keyword optimization strategy that enabled educationcorner.com to play to its stength, content development and marketing. Specifically, we helped educationcorner.com identify several free online education tutorials they could develop, including a premier studies skills guide and college ranking report, to support link growth to their website in order to increase and maintain organic keyword rankings in Google, Bing and other algorithm driven search engines.

Results:
  • Achieved competitive keyword rankings
  • #1 ranking in Google for “study skills”
  • #1 ranking in Bing for “study skills”
  • #1 ranking in Google for “study skills for students”
  • #2 ranking in Google for “top 100 colleges”
  • #1 ranking in Google for “colleges with highest acceptance rates”
  • #1 ranking in Google for “study habits”
  • #1 ranking in Google for “list of college degrees”
  • Increased front page keyword rankings by 100%
  • Increased organic site traffic by 70%
  • Achieved over 4,000 unique visitors a day organically

CompuCert (compucert.com)

Compucert is a leading distributor of self paced computer-based training (CBT) courses on CD-ROM, DVD-ROM, Intranet Net platforms and Online streaming video. Compucert offers a comprehensive suite of CBT Courses for IT Certification, Project Management, Soft Skills and computer software training for just about any IT, career or software application imaginable.

Industry:

Computer Training; Computer Certification

The Goal:

Compucert came to us looking for an internet-based marketing strategy that would enable them to (1) achieve top search engine rankings for industry specific keywords and (2) develop an organically driven optimization strategy that would enable them to achieve and maintain a strategic competitive advantage in their online market space.

Campaign Type:

Strategy Design; Search Engine Optimization (SEO); Web Development; Conversion Optimization

Strategy:

We developed an innovative strategy that enabled Compucert to reach out to a segment of the online IT industry with free web-based offerings that (1) created affinity for the company and (2) generated high quality backlinks to the company’s website–compucert.com. Specifically, we helped Compucert identify and develop a number of free online training tutorials and resources that appealed to a large population of the online IT industry. We then contacted strategic players within the industry and provided these tutorials as no charge to their website patrons. As result of this effort, many relevant and high quality IT websites placed links from their websites to compucert.com whereby increasing its relevancy (and rankings) in relevancy driven search engines including Google and Bing.

Results:
  • Achieved competitive keyword rankings
  • Front page ranking in Google for “computer training school”
  • Front page ranking in Google for “computer training schools”
  • Front page ranking in Google for “IT training schools”
  • #5 ranking in Google for “computer certification schools”
  • #2 ranking in Google for “cna computer certification”
  • #2 ranking in Google for “mous certification”
  • Increased front page keyword rankings by 100%
  • Increased organic site traffic by 400%