K-12 SEO Strategy Informs Content Creation That Generates Leads

Industry: K-12

"Within a few months, we not only got to Page 1 for the most important keyword, we achieved improved rankings for many relevant keywords, which brought increased qualified organic traffic. In fact, EFI is considering hiring a salesperson to deal with the influx of inquiries."

View The Results

How to Attract K-12 School Leaders Using SEO and Improved Keyword Rankings

EFI is a growing company dedicated to simplifying and streamlining the K-12 privacy management process and help districts ensure vendors comply with local, state and federal privacy regulations. They offer a unique management solution that meets an important need schools across the US face.

As with many K-12 solution providers, they were looking to attract more school and district administrators to their site. They faced a changing competitive landscape due to growing privacy awareness, changing legislation to support privacy initiatives, and additional competition claiming to provide similar solutions.

They approached me with a few specific goals:

  • Greater exposure
  • Improved brand awareness
  • Improved search rankings
  • Growing industry thought leadership in their space

The executive team hired a K-12 strategic marketing consultant who brought me in to provide input on website copy and messaging inclusive of SEO, and streamlining calls to action to improve conversions to demos.

Prioritizing Strategy with a Roadmap

As typical with any new SEO/SEM engagement, there is a mix of one-time and ongoing work that needs to be prioritized, planned, and implemented. In order to prioritize and get into action, we began with a Roadmap to identify obstacles along with opportunities.

The Roadmap uncovered critical technical issues that would’ve impeded the site’s performance, so we addressed that first. The team also made the decision to hire a writer with industry expertise in order to pursue more keywords.

Then began the SEO work. I uncovered keywords that would attract the desired target audience which covered the spectrum of awareness: from the school administrators who were new to the subject, to those who were well-versed but looking for an easier solution, and to everyone in between.

There are specific qualities I see in clients that get results fast: they are open to change, they are quick to execute and act on recommendations, they readily dedicated resources to address needs, and they are eager for growth. Because EFI had these qualities, their SEO results happened within a few short months.

The Results

improved rankings for relevant keywordsWithin a few months, we not only got to Page 1 for EFI’s most important keyword, we achieved improved rankings for many relevant keywords, which brought increased qualified organic traffic. In fact, EFI is considering hiring a salesperson to deal with the influx of inquiries.

Through SEO content marketing efforts, the right team members in place, and fast execution, we saw results quickly:

  • We got on Page 1 for critical, targeted keywords in the first few months.
  • Year over year in Q4 (from 2018 to 2019), clicks from non-branded keywords grew over 3200%, and non-branded impressions grew 6600%.
  • We have also started winning featured snippets, aka “Position 0.” Those snippets have resulted in significantly higher than average CTRs (click through rates).
  • Both traffic and impressions grew significantly from the first 6 months to the final 6 months of the year

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Content Marketing K-12 Rankings

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