This case study is about the impact of a 6 month SEO project with a medical tuition company who specialise in helping medical students to pass exams or to get accepted into medical schools.
Key Points
- Transformed a low-traffic medical tuition website into a high-performing acquisition channel through a focused 6-month SEO project
- Identified and capitalised on high-volume informational search demand to build a top-of-funnel content strategy competitors were already benefiting from
- Delivered a full SEO programme covering content strategy, service page optimisation and technical SEO, while upskilling the internal team
- Grew organic traffic from under 50 users per day to peaks of ~3,000 per day, driving a sustained increase in enquiries and paid conversions
Their Situation
The website looked great and had well-written service pages, but there was very little traffic coming through. Competition in the industry was fierce, with one well-established key player and another who was newer but already generating more traffic.
The team were smart and looking to learn, they had an understanding of SEO but many misconceptions which had led them down occasional wrong paths. They needed a granular review and detailed recommendations, with consultancy to be able to understand the hows and the whys, so that they could continue the strategy themselves.
Approach
I conducted a series of audits to begin the project in order to understand the scope of issues and opportunities. From the keyword research, it became immediately clear that their transactional keywords only had a very small number of people searching for them each month, but that their target audience was searching for relevant information in huge numbers. Their competitors were capitalising on this, but they were not.
Their audience didn’t know the services existed so they didn’t know to search for them. They needed top-of-funnel informational content (ToFu) to answer users questions and make them aware of the services offered.
We collaboratively mapped out an exhaustive list of topics that could be covered on the site, and their associated service page to act as a call-to-action (CTA). We then ordered the list by search volume and got to work on producing content that was the most comprehensive of all competitors and contained unique insights that others didn’t.
Existing content
I got the team started on the production of new content and turned my attention to optimising the service pages to improve user experience and ultimately increase conversion rate.
I then worked methodically through remaining content, prioritising the handful of existing informational pages with search volume, and then rounding out the rest of the website to ensure it could act as an effective sales funnel.
Technical
In the mean time, I methodically went through the site and fixed every technical SEO issue from high impact to low impact. I implemented service schema, fixed broken links, resized large images, and even went as granular as clearing up redirect chains – giving the site the best chance it could have to perform.
Results
The graph below shows the timeframe the project took place, the immediate impact it had and the long term impact. Traffic went from less than 50 users a day in early 2023 to a peak of 3,000 a day in 2025.
As traffic increased, enquiries and direct purchases of online tuition grew steadily, resulting in a consistent stream of conversions that sustained the business. The project was an initial investment that has since paid for itself many times over.
If you’d like to find out how I can help with your website, feel free to get in touch, I’d love to hear from you.
