Overview

A school in California with online lessons and three physical locations in Costa Mesa, Irvine, and Orange has rebranded to focus on in-studio lessons, in-home lessons, and convenient online lessons.

The new brand had low rankings for relevant keywords, particularly for local searches related to music lessons. One of the goals of launching the new website was to solve this through a thorough search engine optimization (SEO) strategy.

Additionally, the school needed to navigate the ebranding while maintaining critical online assets, such as their Google Business Profile, existing blogs, and backlinks from relevant domains.

Strategy

In addition to overall on-page, technical, and off-page SEO efforts, the team implemented several strategies.

We then analyzed the high-performing blogs and added sections to include calls-to-action (CTAs). These CTAs guided users to the list of schools or relevant pages, turning website visitors into potential leads.

The team reworked and optimized the website’s content during its development to target hightraffic keywords that match the search intent. Blogs were also prioritized and updated to generate more impressions and clicks, while enhancing the user experience.

The existing backlinks were redirected to new, relevant pages. This preserved the domain’s authority while also improving user engagement.

The team conducted a thorough audit to make sure that relevant URLs were indexed. Errors like 404s and other page issues were fixed, improving user experience and crawlability for search engines.

Lastly, an online reputation management (ORM) Google review campaign was launched to boost the school’s credibility through new reviews across various locations. The Google Business Profiles for each location were optimized with accurate information for increased visibility and customer trust.

Results

The SEO efforts brought significant improvements in the school’s business. The website’s organic traffic increased to approximately 30,000 visitors per month—a significant jump from its previous traffic baseline.

The school now ranks on the first page of the Search Engine Results Page (SERP) for high traffic keywords that targeted search queries with informational, commercial, and transactional intent.

The optimized blogs saw an increase in engagement, which means that users found the content more valuable and engaging.
Through the ORM campaign, the improved profiles now attract more users to visit and explore the school’s services.