Case Study – Search Engine Optimisation
Our client is dedicated to providing enriching seasonal camp and learning programs for children aged 4 to 18. Over the past five years, they’ve partnered with over 500 schools in 15+ metropolitan regions, reaching more than 40,000 students through both on-campus and online programs. Their mission is to inspire, engage, and empower the next generation.
“With everything in place—business, strategy, technology, people, and processes—how can we create brand awareness that organically drives a pull effect?” This was the challenge our client faced when they approached AURAA, seeking help to solve their business problem.
Phase 1
The first step was ensuring the client’s website met all essential SEO standards. We identified and fixed crawling errors, optimized page indexing for better alignment with Google’s search engine, and managed content to improve relevance. Our initial focus was on restructuring the website content to drive traffic specifically to their online camps and programs.
Additionally, we enhanced the user experience by optimizing mobile responsiveness and page speed using tools like Google’s Mobile-Friendly Test and Page Speed Insights. This comprehensive groundwork provided the necessary tools for our client to offer a seamless and engaging experience to their users.
Phase 2
With the foundation set in Phase 1, Phase 2 focused on driving real business value. We conducted a detailed analysis of the client’s competition, uncovering insights about their organic traffic and identifying opportunities to improve visibility for non-branded keywords.
Using powerful tools like SEMrush and MOZ, we audited the website’s content to ensure it was optimized for the right keywords, improving both content density and relevance. We also aligned the on-page content with targeted keywords, ensuring every page was strategically positioned to drive growth and improve organic rankings. This phase was all about refining the strategy and fueling sustainable traffic growth to create long-term business impact.
The Extra Effort
To make sure our efforts really paid off, we focused on strengthening the client’s local presence through Google My Business. By optimizing over 100 profiles, we helped the brand become more visible to people in their specific regions. We also created location-specific pages to make sure the brand appeared in relevant local searches. This wasn’t just about getting noticed—it was about connecting with the right audience in the right places, and the results spoke for themselves with a noticeable boost in local engagement and reach. executed, to ensure seamless location-wise search was visible.
Phase 1
Ensure the client’s website complies to SEO Standards. We checked and fixed crawling errors, brought the page indexing in line with Google Search Engine and undertook content management. Our 1st 2 steps were to restructure content with an aim to drive traffic to online camps and programs. We also worked to improve page experience with optimizing tools like Mobile Friendly Test and Page Speed Insights with an aim to provide our client the ammunition required to provide their users with a better overall experience.
Phase 2
While phase 1 was about getting the house in order, phase 2 was all about adding business value. We researched about the client’s competition and learnt about their organic traffic, tracked organic traffic for non-branded keywords, and measures were put in place to help this grow. Tools like SEMRUSH and MOZ were also mobilized to audit the website content density and relevance of the keywords. We also ensured that the on-page content is relevant to the keywords we were targeting for optimization.
Special Initiative
To ensure the results are satisfactory, we enrolled in Google my Business. With more than 100+ Google My Business profiles and to support hyper-local searches, new page creation was recommended and executed, to ensure seamless location-wise search was visible.
