About the Customer
For the Careerexpert project, the client wanted to really make their online presence strong and get more people involved and interested in what they offer. They aimed to make Careerexpert the top choice for career advice for students, their parents, and teachers all over the world.
The client needed us to create a detailed plan for digital marketing that would make more people notice Careerexpert, get more people to use it and really engage with their audience. This plan included making their website easier to find on Google, creating interesting content that speaks to their audience, and using social media to create a community that supports Careerexpert’s goals.
We also have to keep the voice of our users and rely on data to improve our strategy, so we can make decisions depending on what the consumers like and how they react to our brand Careerexpert. In the end it clients many more users but also ensures that Careerexpert is perceived as a revolution that helps people explore the watershed career, providing top-notch support every step of the way.
Project Overview
In the case of Careerexpert, however, we have kicked off an initiative focused on much better visibility and convenience of an extensive universal platform dedicated to educational purposes and skill-boosting for high school and college students. Careerexpert serves as a one-stop, digital career guidance platform that attracts the experiences of career counselors into the use of technology that enables students to get professional support for their career navigation in the complex landscape of career planning.
The aim of the Careerexpert brand which was the object of the digital campaign was to extend the brand to a large audience of secondary school students, teachers, as well as parents who were interested in high-quality and vocational information. Through targeted digital marketing strategies, we aimed to showcase ProTeen’s unique value proposition: The approach is facilitated by the delivery of a student-oriented method that will enable the learners to explore, and discover, and, hence, they will make the right career decision.
We would craft the Careerexpert site using a mix of content marketing, SEO, social media engagement, and data-driven insights, which would make available the site as a base tool that would be used throughout the career planning process and so we would end up creating a more engaging landscape with happy users.
Purpose
Improve Organic Ranking: What we aimed to do was give Careerexpert a higher place in search engines such as Google for key phrases that card in their product. Through the practice of SEO on the website’s content and its structure, our goal is to make Careerexpert target the search engines and in turn rank well in the organic ranking.
Increase Organic Click Share: We tried to make it big for Careerexpert in generating clicks from search engine organic result appearance. This was through not just progressively improving the rankings but also via meta descriptions and title optimization to make search results in general look more appealing to concerned end users.
Improve Sessions: Our goals for this period included more visits to the Careerexpert website by users. Therefore, the main target was to increase the uptime and make the visitors explore all the site was offering, whether career experience, reading articles, or the use of interactive tools.
Brand Awareness: Raising awareness of the Careerexpert brand among its target audience was crucial. We aimed to establish Careerexpert as a top-of-mind solution for career guidance, making sure students, parents, and educators think of Careerexpert when considering career planning resources.
Keyword Ranking Improvement: Lastly, we focused on improving the rankings for specific keywords relevant to Careerexpert’s mission and services. By targeting strategic keywords, we sought to attract a more targeted audience, thereby increasing the quality of traffic to the website and enhancing overall engagement.
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Business Challenge
Keeping Pace with Algorithm Updates- One of the main hurdles was staying up-to-date with the frequent updates to search engine algorithms. These updates can drastically affect website visibility and organic search rankings. Adapting our SEO strategies promptly to align with these changes was crucial for maintaining and improving Careerexpert’s online presence.
Mastering Core Web Vitals- Ensuring Careerexpert’s website met Google’s Core Web Vitals standards was essential for a good user experience and higher search rankings. These metrics focus on the speed, responsiveness, and visual stability of web pages. Optimizing these aspects posed technical challenges but was vital for attracting and retaining users.
Dealing with Duplicate Content and Keyword Cannibalization- We faced the challenge of duplicate content and keyword cannibalization, where multiple pages competed for the same keywords. This situation diluted our SEO efforts and made it harder for the right page to rank for targeted queries. Implementing a strategic approach to content creation and keyword assignment was necessary to address this issue.
Measuring Brand Awareness- Another significant challenge was effectively measuring brand awareness. Traditional metrics such as traffic volume and conversion rates don’t fully capture the scope of brand recognition and its impact. We needed to find innovative ways to quantify brand awareness and its contribution to Careerexpert’s success.
Highly Competitive Market- The career guidance field is exceptionally competitive, with many platforms offering similar services. Standing out in this crowded marketplace required a unique and compelling digital marketing strategy. It was essential to highlight Careerexpert’s unique features and benefits to capture the attention of the target audience and gain an edge over competitors.
Our Solution
We established a routine of staying informed about the latest search engine updates through official blogs, forums, and SEO news websites. This knowledge allowed us to anticipate changes and adjust our strategies accordingly.
With such SEO techniques in our arsenal, we got ready for algorithm changes and tried to make sure that all those strategies were high quality, user experience, and ethical – all of that to decrease the risk of starting all over again with a volatile algorithm.
We conducted a thorough audit of Careerexpert’s website to identify areas that needed improvement in line with Core Web Vitals. This included optimizing images, reducing server response times, and eliminating blocking resources that could affect loading speed.
Using tools like Google’s PageSpeed Insights and Web Vitals Chrome extension, we continuously monitored the site’s performance and made adjustments as needed to ensure an optimal user experience.
We performed a comprehensive content audit to identify duplicate content and instances of keyword cannibalization. This enabled us to merge, redirect, or revise content to ensure each page had a unique purpose and targeted specific keywords.
We developed a keyword mapping strategy that assigned unique, relevant keywords to each page, reducing internal competition and improving overall SEO effectiveness.
We employed brand monitoring tools and social listening platforms to track mentions of Careerexpert across the web and social media. This provided us with quantitative data on brand visibility and sentiment.
Beyond traditional analytics, we looked at engagement metrics such as social media interaction, newsletter signups, and direct feedback through surveys to gauge brand awareness and perception.
We focused on highlighting Careerexpert’s unique value propositions, such as its expert career counselors and advanced technology. Crafting unique selling points (USPs) helped differentiate Careerexpert in a crowded market.
By creating high-quality, niche content tailored to the specific needs of Careerexpert’s target audience, and optimizing for less competitive, long-tail keywords, we were able to attract more qualified traffic and improve search rankings.
Project Name
Careerexpert
Category
Digital Marketing
Technology Stack
- WordPress Development
- Google Analytics 4
- Google Search Console
- Yoast SEO Premium
- SEMrush
- Google Keyword Planner
Industry
Education
