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Top of the class.
Wilson Parking is the leading car park operator across Australia, providing affordable and secure parking at over 400 locations across Australia.
With campuses in Toowoomba, Springfield, and Ipswich, USQ caters to a diverse student body both domestically and internationally. Established in 1967, the university has earned recognition for its emphasis on flexibility, offering a range of online and on-campus programs.
UniSQ joined forces with Clearwater Agency, seeking digital marketing services to enhance organic website traffic and boost university enrolments and inquiries.
This partnership embarked on a journey at a pivotal moment, marked by the conclusion of the COVID pandemic, resulting in a substantial surge in enrolments and inquiries. The challenge was set high, as the campaign aimed to build upon the remarkable market impact experienced in the preceding 12 months.
- Increase Organic Traffic: The primary objective was to elevate organic traffic by 20% within a six-month period, compared to the previous period.
- Top 5 Keyword Rankings: Achieve top 5 keyword rankings for over 50 selected university courses and degrees within the same six-month timeframe.
- Front Page Keyword Rankings: Secure front-page keyword rankings for “core” and “generic” university-related key terms.
- Website Content Optimisation: Review and optimise website content and copy across degree and course-related URLs and pages.
- Technical Cleanup: Conduct a technical review of the website to rectify SEO issues, technical errors, limitations, and challenges.
- The objective of this campaign was clear & straight forward, a lead generation campaign to drive organic traffic for UniSQ.
- The target audience was broken into 4 segments:
- Prospective university applicants looking for specific courses & degrees
- Prospective university applicants looking for “online universities”
- Prospective university applicants looking for “university pathways”
- Prospective university applicants looking for “university & tertiary preparation courses & programs”
- This provided a very clear plan forward with keyword selection and URL targeting, with over 380 target keywords included within this campaign.
- The initial challenge was understanding which course/degrees should be prioritised given the sheer volume of courses and incredibly competitive keywords.
- The impact on UniSQ has been substantial, with a significant increase in inquiries, applications, and enrolments. The year 2023 has emerged as one of the best-performing years in UniSQ’s history, which spans over 40 years.
- Increase in Organic Traffic: Clearwater achieved a remarkable 49.77% increase in organic traffic within the specified six-month period, soaring from 536K to 803K (period over period).
- Top 5 Keyword Rankings: Clearwater secured staggering top 1-3 and top 5 results for highly competitive keywords across 50 selected university courses and degrees.
- Front Page Keyword Rankings: Clearwater achieved top 5 results for core and generic university-related keywords, enhancing visibility.
- Content Optimisation: Hundreds of pages were meticulously optimised across targeted pages, including courses, degrees, and supporting URLs, resulting in significant organic visibility.
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