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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 helped B2C subscription company grow conversions from the organic search channel by an astounding 95% during Q1 and Q2 of 2020 compared to the previous year. A major content audit and evaluation of the rest of the site’s growth strategy contributed to this growth.