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Legacy SEO strategy for B2C subscription company in the career services space had shown signs of plateaued and slow growth for years. As the algorithm updates continually rolled out, growth took hits. This slowdown caused the company to spend more on ads, therefore increasing their customer acquisition costs and eating into margins.
While ads were always a part of the digital strategy, the over-dependence was hindering the business especially considering its relatively low customer LTV due to the nature of the product.
SEO enhancements and pivots in execution for the B2C subscription company grew conversions from the organic search channel by an astounding 95% during Q1 and Q2 of 2020 compared to the previous year. Considering the volume of traffic already coming to the site, the shifts in SEO delivery were highly impactful to the business. A major content audit and evaluation of the rest of the site’s growth strategy also contributed to this growth.