THE CHALLENGE
Improve SEO Performance to Increase Web Traffic
The D’Amore-McKim School of Business (DMSB) at Northeastern University wanted to increase leads for their master’s degree in business analytics. They turned to 5 Horizons for a strategy, and we recommended a cluster content page to rank higher in search results, boosting web traffic and ultimately increasing leads.
THE STRATEGY
Cluster Content Connects the Dots
Search engine optimization (SEO) is a puzzle that the 5 Horizons SEO team are experts in solving. There are many approaches to optimizing content to appear more often in search results, like on-page SEO, local SEO, site load speed, and more. We cover many of these strategies in our blog series Demystifying SEO.
For this particular challenge, we recommended that DMSB create and execute a cluster content page. This is a page that serves as a central hub on a general topic, with many links off to subpages that cover a certain aspect in more detail. DMSB already had a lot of content about their master’s degree in business analytics, so we proposed a subpage about the kinds of jobs you can earn with a master’s in business analytics. Links between the two pages connect them, so now when users search for master’s in business analytics jobs, the #1 result is DMSB’s article and they easily find information about DMSB’s program.
THE RESULTS
35%
increase in web leads in first 6 months
Our recommended cluster content strategy brought an increase in web traffic, ultimately leading to 35% more leads in the first 6 months.
An added bonus of the well-executed strategy is that the text from the new article appears in Google’s suggested answer at the top of the search results, and into the AI overview of the subject.
This is a well-earned improvement in Generative Engine Optimization (GEO), a quickly emerging area for web improvements. The advent of Google’s AI overviews means that users searching for a specific question may get the answer they need without ever clicking a link. DMSB now surfaces as an authority on business analytics, and earned added brand awareness as a result of the SEO cluster content strategy.
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