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Ramping up organic traffic for Lanterna Education

Lanterna Education is an online tutoring and study platform for IB students with exceptional tutors that want to help students unleash their full potential. With a deep understanding of the challenges in learner programmes, a proven methodology, and thousands of happy students, Lanterna was well primed to grow. However, they needed a hand gaining visibility online. 

In 2020, the team signed on for YDA’s full suite of search engine optimization services in the hopes that it would be a lasting partnership that could supercharge Lanterna’s growth. YDA’s team of SEO experts had the pleasure of working alongside Lanterna to increase their market share in the online education industry. 

The teams would work together to employ strategies from a range of different digital disciplines and help the right students find the right ways to learn and grow.

challenge

One of Lanterna Education’s key goals was to ramp up organic traffic to the Lanterna website. But the challenging part was a decrease in search demand for tutor-related topics when compared to the previous year. Was interest in these services dropping and did potential customers see the value in learning support when the world was experiencing a global pandemic?

Search demand for Lanterna and tutoring-related searches sharply declined, due to the Covid-induced global economic downturn. This meant we had the challenging task of increasing the number of users visiting the Lanterna website through organic search, even though there were fewer people searching for brand and non-branded keywords.

To do this, we would need to increase both branded and non-branded visibility and organic sessions by creating a better understanding of the site by search engines, mainly Google.

approach

The approach was to make sure Google could “see” and index the site better and to give it the credibility it needed to shine. This would increase the website’s visibility in the search results for both branded and non-branded searches, helping the right customers find it, despite how competitive the market was. The following summarises the main actions taken to increase Google’s understanding of the site, increase organic traffic and get more eyes on the offering:

• Unique page titles and descriptions for all pages targeting search terms. Content is key whether it’s on-page, in search results and even sometimes behind the scenes. By refreshing the meta-data we could make the site more enticing to readers and gain extra clout from Google. 
• Strategic link building targeting highly competitive search terms. By reviewing the existing links and executing a clear strategy to connect content and highlight key topics, Lanterna could strengthen performance of specific keywords on the site. 
• Use of local SEO (location-specific link building) to create a better understanding of the global service. Localising SEO makes it much more relevant for specific audiences and increases the likelihood of conversion in many cases.