Organic traffic on Google
2023 users/monthHow an international educational institution in Moscow increased its visibility in the Russian capital and the world
AAS Moscow, or Anglo-American School, is a private, international educational institution in Moscow. The school has more than 1500 students of 60 nationalities. AAS is authorized by the International Baccalaureate Organization (IBO) to teach PYP and DP.
Want to increase sales and brand awareness. Desired result is 100 leads per month, as soon as possible.
Organic traffic on Google
2023 users/month
We started work on the project by collecting the semantic kernel and drawing up the structure of the site. When collecting semantics, we paid special attention to the regions where the client wanted to attract targeted traffic. As a result, we prepared 3 semantic kernels :
After collecting semantics, we started working out the content for the current landing pages: we prepared h1 queries-optimized, meta title and description tags, as well as useful texts that describe the school and its activities at different levels of education.
It turned out that competitors have 2 times more links. Therefore, we made a strategy of building up, which consisted in a gradual increase in quality thematic donors to the site, without sudden jumps, so as not to arouse suspicion of search engines. We took into account:
They also conducted a usability analysis to find opportunities to improve the usability of the site. Improving user experience not only contributes to visitor satisfaction, but also directly affects its position in search engines. Search engine algorithms take into account metrics of user interaction with a website — time on site, abandonments and clicks, when ranking pages. Therefore, working on usability leads to higher conversion rates, lower bounce rates and increased time on site. Based on the results of the analysis:
We conducted technical audits. As a result, we found errors, which were further corrected. For example:
For example, when working with ass.ru, it was a specific CMS Finalsite and the absence of a programmer on the client's side. The Finalsite platform is designed specifically for schools. All improvements had to be realized through requests (tickets) to the developers of the Finalsite administration.
Dependence on external developers meant that changes may not have been implemented immediately and perhaps not in full, creating additional obstacles when managing the site.
As a result of the promotion of an Anglo-American school, the client's objectives were achieved: increased sales and brand awareness. The strategy included analysis of the semantic core, optimization of the content and usability of the site, as well as building up the link mass. The result was an increase in organic traffic, visibility and search engine rankings.
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