Mandarin School Recovers and Grows Organic Traffic by 241%

0 months
For full organic taffic recovery
+ 0 %
Increase in organic traffic in 1 year
+ 0 %
Increase compared to post-migration

The Client

Industry: Language Education
Target Location: Mainland China & Shanghai local
Language: English

The client is a leading language education provider offering both online and in-person Mandarin Chinese classes. Based in Shanghai, they cater to a global audience of Mandarin learners through their comprehensive online platform and on-site classes. Their diverse course offerings are designed to accommodate various proficiency levels, from beginners to advanced learners, with a focus on delivering high-quality, engaging, and interactive language education.

The Business Challenge

In March 2019, the client migrated to a new content management system (CMS). The website migration resulted in a significant loss of organic traffic (-80%). Seven months post-migration, the traffic still had not recovered, causing severe impacts on their online visibility and lead generation.

By September 2019, they reached out to me to assist them with the faced challenges:

The Solution

To tackle the significant drop in organic traffic, I implemented a comprehensive SEO strategy that combined immediate technical fixes with a long-term content plan, beginning with a thorough SEO audit.

Strategy Implementation

  1. SEO Audit: I conducted a detailed SEO audit to identify issues caused by the CMS migration, such as missing redirections, broken pages, and slow page load times. The audit provided a clear roadmap for necessary technical fixes.
  2. Technical SEO Roadmap: Based on the audit findings, I developed a technical SEO roadmap. Over three months, my client’s team fixed critical issues, ensuring the website was optimized for search engines. Addressing technical SEO problems was essential for restoring the website’s health and improving search engine rankings.
  3. Keyword Research: I also conducted extensive keyword research to identify high-potential keywords. This informed the optimization of existing content and the creation of new content, aligning the website’s content with the search behavior of the target audience.
  4. SEO Topic Clusters Mind-Map: I suggested using a topic cluster strategy, creating central “pillar” pages for broad topics linked to related subtopic pages. This improved internal linking and signaled to search engines that the site is an authority on these subjects.
  5. SEO Content Roadmap: Finally, I developed a long-term content strategy based on the topic clusters. Over the next 12 months, the team focused on producing high-quality, relevant content, including blog posts and articles. Consistent content creation helped build authority, attract backlinks, and engage users.

The Results

The implementation of the SEO strategy yielded impressive results:

Full Organic Traffic Recovery

Within three months, by December 2019, the client saw a complete recovery of its organic traffic, aligning with the completion of the technical SEO roadmap.

Significant Increase in Organic Traffic

The implementation of the SEO strategy yielded impressive results:

Sustainable Growth

The long-term SEO content strategy facilitated ongoing growth in organic traffic, ensuring the website continued to attract and engage users.


This case highlights the importance of a comprehensive and strategic approach to SEO, particularly following a website migration.

Through meticulous auditing, addressing technical SEO issues, and implementing a robust content strategy based on topic clusters, we were able to not only recover lost traffic but also achieve significant growth. This case study underscores the value of a well-executed SEO strategy in driving long-term success and online visibility.

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