How a Prestigious University Met Insatiable Demand in a Growing Market
eCornell is Cornell University’s online learning platform and the provider of over 80 professional certificate programs.
The online education space is rapidly expanding. eCornell meets this demand by introducing new certificate programs every month. With such rapid production of new website content, eCornell was faced with a complex challenge of building a proactive approach to search engine optimization (SEO).
Technical updates to eCornell’s website resulted in an “almost immediate” increase in organic search traffic.
Search-friendly content boosted rankings of underperforming keywords, resulting in higher rankings and stronger domain authority.
Keyword research uncovered new, high-volume search terms to drive traffic to pages highlighting new certificate programs.
“I very much appreciate the team’s hard work and dedication to our brand. With the results we see and how easy it is to work together, Silverback is a true partner.”
AMANDA HAUPTFLEISCH, ASSOCIATE DIRECTOR OF MARKETING, CORNELL
Results from collaborating with Silverback
Increase in Organic Enrollments
(2017 – 2018)
48%%
Increase in Organic Web Traffic
(2017 – 2018)
43%%
Increase in Domain Authority
(2017 – 2018)
30%%
Services That DroveExtraordinary Search Visibility
eCornell evaluated the technical aspects of their website and found a number of core areas to improve. These updates boosted overall search crawl efficiency, making it easier for search engines to read the site and led to broader search visibility.
Extensive research helped eCornell identify keywords with high search volume. These keywords were mapped to certificate pages on eCornell’s website, where changes to title tags, headers and page copy quickly elevated those pages on search engine results pages
Silverback’s deep experience working with other online universities and education providers gave eCornell confidence in the team. This trust was essential to executing on an innovative approach to driving organic enrollments.
THE HIGHER EDUCATION MARKETING PROGRAM:
Research-Focused SEO:
Audience research examines why users search for organizations like you. These insights guide content creation and website development to attract qualified search traffic.
Paid Media Expertise:
As a Google Partner, our paid media team has platform expertise and stays current on industry best practices. We also work closely with in-house content, creative and analytics teams that allows clients to iterate and rapidly improve campaigns.
Conversion-Focused Website:
The conversion point of digital marketing campaigns is critical. Strong editorial content and clear conversion pathways help users navigate your website and take action.
