Oxford Brookes sees 25% Uplift in Organic Search Traffic

“We chose to work with aip because they demonstrated a true understanding of our business. The team are efficient, smart and highly effective – the results speak for themselves.”

Peter Wale, Marketing Manager, Oxford Brookes Business School

Oxford Brookes University Business School runs flexible world-class MBA programmes for globally-focused professionals. SEO is a key marketing channel for the University to build brand awareness and drive traffic. In order to improve performance aip optimised site accessibility, backlinks, internal linking and website content. 


Challenges:

  • Increase SEO visibility and site traffic on desktop and mobile
  • Reduce spend on paid search

Low visibility in organic search results for generic keywords such as “MBA” meant that the MBA section of the website was receiving little organic traffic. Market analysis revealed that compared to competitive universities Oxford Brookes’ share of voice needed to increase in order to drive traffic away from competitors.

As a result of poor SEO results, Oxford Brookes relied on paid search (PPC) to capture relevant traffic. This strategy proved to be expensive and not sustainable in the long term. The goal was to reduce reliance on PPC by increasing SEO performance.

As the MBA area is one section of a large website, major technical changes could not be made.

Solution:

Mobile: As Google moves to a mobile first index and users search heavily on mobile devices aip took a ‘mobile first’ approach to all work carried out.

Technical foundations: Strengthening the technical foundations of a website will maximise the benefits of optimisation. Due to the wider constraints aip focused on quick wins and developments that the MBA team could manage directly.

Keyword analysis: Extensive keyword research using Oxford Brookes’ first party data and a suite of industry leading tools revealed insights into areas of content that were lacking, areas that could be optimised and changes to the site structure that would improve SEO visibility.

Backlink profiling: Reviewing the internal and external links to the MBA section of the website revealed a need to reconfigure a number of these links to drive further improvements in SEO performance.


Results

  • 73% increase in SEO ranking for generic keywords, globally.
  • 25% increase in daily traffic from SEO in month 1.
  • Supported Oxford Brookes in achieving their March 2018 Global MBA student enrolment target.