Achieve Test Prep offers credit-by-exam prep programs that help students test out of college courses, thus facilitating transfer credits – which are easier, cheaper, and less time-consuming than traditional coursework. While most popular with nursing students, Achieve also offers many general education courses in order to help a wide range of students. But what they needed was to find ways to rank more efficiently on Google for those targeted nursing pages. Enter PMG.
The PMG and ATP teams decided that it was time to do a website keyword revamp to up organic search rankings. ATP’s goal of reaching as many students searching for alternative college options would fall short if they wouldn’t show up on Page #1 of Google. So the we began to do research.
The PMG team knew that identifying keywords would be low-hanging fruit for ATP to increase visibility. Doing in-depth, high volume keyword research would allow for each new page or updated page on ATP’s website to locally reach as many people as possible.
In our research, PMG discovered that ATP was successfully ranking for geo-modified words – for example, phrases with locations like “Alabama” tagged onto them. Some had high search volume, some had low search volume, but almost all of them were generating visits. We knew if we maximized that geo-modified keyword optimization, it might actually improve visits overall. So we got to work.
“Was this unique? I think what was unique is that the relationship – and the depth of the relationship and the longevity of the relationship – allows us to be so deep in understanding what is working for [ATP] over the long term to recognize opportunities… I think a lot of firms would just look at the higher visit [key]words and not worry about the rest. But I think that could be like a lesson: sometimes your niche can provide organic visits without high search volume because you are so specialized and you’re concentrating on that specialization.”
Alysa Wax, PMG Account Manager
Beginning in May of 2016, the PMG team conducted keyword research to identify all of the best geo-modified keywords for ATP’s website, seeing what would work for their landing pages. But it went deeper. We had to customize each keyword experience to 75 city pages...
1. Looking at each page to determine whether or not it was already ranking for a keyword
2. Seeing if the page would benefit from a change in the URL
3. Modifying any changes that needed to be made for already-ranking pages.
Each page was customized for a geographic location. And so was each keyword. On top of that, we created a template out of recycled templates already being used to keep costs down and sample page text, and wrote up detailed implementation instructions so that ATP’s internal team could take it from there.
Check out this graph to see just how strong some of the ranking results have been:
PMG’s long-term relationship with ATP has allowed for continued monitoring efforts to be just as in-depth as the initial keyword research. Because we know what works for the company and what trends tend to even out over time, we are able to use that knowledge to make ATP’s user experience as accurate and visible as possible.
Now that ATP is continuing to rank highly for locations on their nursing pages, they can reach more students looking to find a cheaper way to go to college. They’re easier to find for students exploring their degree options. That means, where our ATP success story comes to a close, other student success stories can begin to take shape! We look forward to helping Achieve Test Prep with future marketing endeavors.