Case Study

Mandarin School Recovers and Grows Organic Traffic by 252%

1 mos

Full Taffic Recovery

+ 1 %

Increase In Organic Traffic In 1 Year

+ 1 %

Increase Compared to Post-Migration

+ 1 %

Increase in organic keywords in 1 year

Who They Are

The Client

Leading Mandarin Language School

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.

TARGET MARKET

Mainland China & Shanghai local search

INDUSTRY

Online and In-Person Language Education

The Roadblocks to Growth

The Business Challenge

In 2020, the client faced several challenges despite their vast website and substantial user base. In January 2020, they reached out to me to assist them with the faced challenges:

Traffic Loss After CMS Migration: In 2019 the website experienced a significant drop in organic traffic following a poorly executed migration, impacting visibility and lead generation.

Weak SEO Foundations: Key technical and on-page SEO elements were missing or misconfigured, preventing the site from ranking for high-intent keywords.

Lack of Structured Content Strategy: Content was not aligned with user intent or search demand, limiting the site’s ability to capture qualified traffic.

Low Visibility in a Competitive Market: Strong competition from other Mandarin schools made it difficult to rank and attract expat audiences searching for relevant courses.

How I Leveraged Technical SEO And Content Strategy To Recover?

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

Strategy Implementation

A structured SEO approach combining multiple technical fixes and an expanded content strategy to enhance visibility and long-term growth.

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.

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.

Keyword Research

I 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.

SEO Content Strategy

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.

SEO Content Roadmap

I developed a long-term content strategy based on the topic clusters. Over the next 12 months, the client team focused on producing high-quality, relevant content, including blog posts and articles. Consistent content creation helped build authority, attract backlinks, and engage users.

Recovering Traffic & Building Long-Term Growth

The Results

This case highlights the impact of a strategic SEO approach following a website migration. Through a comprehensive audit, technical fixes, and a robust topic cluster strategy, the client not only recovered lost traffic but also achieved sustained growth. This success underscores the power of well-structured content and SEO best practices in driving long-term visibility and stability.

Rapid SEO Recovery After Website Migration

1. Full Traffic Recovery

Within three months, by December 2019, the client fully regained lost organic traffic
This recovery aligned with the completion of a structured SEO roadmap, addressing technical issues and optimizing content

In 2020 : 252% year-over-year (YOY) increase in organic traffic
In 2020: the number of organic keywords grew by 241% YOY
By 2021: the site saw a 40% increase in organic traffic compared to the post-migration period, thanks to the new content.

Driving Traffic Growth Through SEO Optimization

2. Increase in Organic Traffic Over Time

Long-Term SEO Success & Continuous Growth

3. Sustainable Growth

The ongoing SEO content strategy ensured sustained organic traffic growth
By implementing a structured approach, the website continued to attract and engage users, securing lasting online visibility

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