In a digital landscape where visibility is paramount, this multi-faceted project was not just about climbing the search rankings; it was about strategically positioning LEARN to attract and engage potential students through meticulous research, content creation, and SEO optimization.
When I joined LEARN academy in 2018, the company had no clearly defined SEO strategy and minimal organic online presence, relying heavily on external consultants for content and link acquisition. My primary responsibility was to lead the creation and execution of a robust SEO strategy aimed initially at improving local visibility, subsequently shifting focus to a broader national audience and niche markets like VET TEC.
As project leader, I initially coordinated with SEO consultants (2018–2020), before taking full strategic ownership in 2021. I directly managed all aspects of the SEO program, including keyword research, content planning, on-page optimization, link building, and the strategic repositioning from local (San Diego-based) to a national-level content strategy.
The core objective of this project was to drive significant, sustainable growth in organic traffic, keyword rankings, and website authority, while substantially reducing dependence on paid channels. This involved targeted content expansions, strategic keyword depth improvement, and entering new niche markets to establish long-term organic leadership.
At the outset in 2018, LEARN academy lacked a defined SEO strategy, resulting in limited online visibility and organic growth. Initial efforts relied on external SEO consultants to establish foundational keyword strategies, content creation, and basic link-building, but this external partnership led to inconsistent and short-lived keyword ranking gains.
In 2021, I strategically repositioned the company’s SEO approach from a local, San Diego-centric model to a broader, national strategy. This shift aimed to significantly enhance organic reach and drive higher-quality traffic across the U.S. market. Concurrently, the launch of targeted niche content for the VET TEC program introduced additional complexity and required careful balancing of resources and content priorities.
Key challenges included overcoming the volatility and inefficiencies from prior consultant-led efforts, managing resource reallocations, navigating algorithm fluctuations, and maintaining strong ranking performance amidst strategic expansion into new keyword categories and national markets.
Initially, my focus was on thoroughly understanding the existing digital landscape and opportunities available for LEARN academy. This involved comprehensive keyword research, competitive analysis, and engaging stakeholders to identify business priorities and target audience behaviors. Key insights from this stage included recognizing significant gaps in keyword targeting, inefficient allocation of SEO resources, and limited geographic reach due to an overly localized strategy.
Armed with these insights, I developed a strategic roadmap between 2018–2020 in collaboration with SEO consultants, emphasizing foundational SEO elements, content development, and link acquisition. After transitioning to full internal management in 2021, I led a major strategic pivot to a nationwide SEO focus, incorporating systematic keyword targeting with geographic modifiers, comprehensive content planning, and strategic expansion into niche segments like the VET TEC program. Methodologies included detailed content calendars, intensive on-page optimization frameworks, and data-driven keyword prioritization utilizing tools like Moz and Google Analytics.
Under my direct leadership, I executed the revamped SEO strategy by overseeing the development and optimization of targeted landing pages, blogs, and the broader content architecture from 2021 onward. Responsibilities included content planning and scheduling, keyword strategy implementation, on-page SEO optimization, management of external writers, link-building campaigns, and optimizing our Google My Business presence. Additionally, I led specialized content initiatives targeting the niche VET TEC audience, integrating content with CRM systems to enhance user engagement.
Throughout the project, I consistently tracked key performance indicators (KPIs) such as organic traffic, keyword rankings, and traffic cost efficiency, leveraging these insights for ongoing optimization. Regular performance reviews allowed me to rapidly identify trends, adjust keyword strategies, and reallocate resources effectively. For example, after observing algorithm-driven volatility and changing market conditions from 2022–2023, I strategically shifted resources toward niche-focused content areas, successfully sustaining keyword growth and content authority despite broader traffic fluctuations.
Organic traffic and top 10 keyword rankings grew rapidly after shifting to a national strategy in 2021, highlighting strong initial gains, followed by stable keyword performance despite traffic fluctuations.
We grew organic traffic by nearly 2,000%, boosted keyword rankings from just 18 to over 480, and cut the cost per session by 67%. The numbers show how much our strategy paid off.
After some ups and downs early on, taking SEO in-house and going national boosted our top keyword growth by over 2,400%. Later, shifting to niche VET TEC content helped keep growth steady, even through market changes.
Successfully transitioned from local (San Diego) to national presence, significantly increasing the potential audience and reach.
Developed richer keyword diversity with substantially improved authority, demonstrated by significant keyword ranking improvements.
Effectively entered and captured market share in the specialized VET TEC content area, expanding strategic positioning.
Transitioning SEO leadership from external consultants to internal direction directly correlated with unprecedented organic growth, validating strategic capabilities.
Strategic focus ensured a disproportionate increase in high-value (Top 10) keyword rankings compared to overall volume growth, showcasing strategic effectiveness.
Reduced the effective cost per organic visitor by ~67%, dramatically increasing organic ROI and demonstrating efficiency.
Continued keyword growth despite shifting priorities and resource allocation, highlighting strategic adaptability and a robust SEO foundation.
This SEO initiative significantly strengthened LEARN academy's competitive position by transitioning the brand from a local player into a recognized national presence. The shift not only dramatically increased organic visibility and reach but also lowered marketing costs through improved organic traffic efficiency. By strategically targeting niche markets like the VET TEC audience, the company effectively diversified its content portfolio, reducing reliance on paid media channels.
Long-term, these actions provided the company with a solid, resilient foundation to maintain steady traffic and keyword growth, even in challenging market conditions. The improved authority and extensive keyword rankings now give LEARN academy a lasting competitive advantage, positioning the organization as a reliable and recognized leader in its industry.
Early on, the biggest challenges included inconsistent results from external SEO consultants, limited internal expertise, and struggles with maintaining keyword rankings. I addressed these issues by gradually transitioning all SEO activities in-house, building a structured strategy based on clear data and careful keyword research. The shift to a national focus introduced complexity, especially managing content quality and consistency across a wider geographic audience.
To tackle this, I established clear, detailed content plans, strengthened internal capabilities, and closely monitored performance metrics for rapid adjustments. Additionally, managing resource allocation between mainstream SEO efforts and niche areas, like the VET TEC program, required constant balancing and strategic decision-making. My ability to adapt quickly to changing conditions, prioritize effectively, and maintain team focus ensured continued growth and stability despite market fluctuations and algorithm changes.
Leading the SEO strategy for LEARN academy showcased my ability to drive major growth through strategic thinking, decisive leadership, and practical adaptability. By clearly setting a vision, moving quickly from external reliance to full internal control, and strategically shifting from local to national markets, I was able to significantly boost organic visibility and reduce costs. Navigating complex challenges such as shifting resources and managing niche content showed my flexibility and commitment to data-driven decision-making, ultimately leaving the company with a resilient foundation for lasting online authority and market leadership.
