Sector: Ed Tech
Having built a successful ongoing relationship supporting their design and development needs, SoBold began working closely with Kapow Primary’s internal marketing team to improve organic performance.
Launch websiteThe challenge
Having built a strong brand presence in the SERPs, Kapow Primary wanted to improve rankings for non-branded keywords and bring more traffic to their website via these non-branded queries, ultimately driving more free trials and purchases.
To do this, a host of technical and on-page updates to the website were required.
The results
28% year on year increase in organic clicks
23% year on year increase in impressions
29% year on year increase in new users
57% year on year increase in keyword spread
23% year on year increase in organic revenue
Working with SoBold since: 2019
What we did
SoBold identified four core strategic pillars to unlock organic growth, building a roadmap with tasks centred around each of the following:
- Technical and crawlability excellence
- Keyword relevancy and on-page targeting
- Build subject depth and authority
- Data-led optimisation
Results
Technical and crawlability excellence
We began by addressing core technical issues – fixing broken links, rectifying redirect chains and taking necessary steps regarding noindexed pages and index bloat
Keyword relevancy and on-page targeting
We then created a keyword map for high-priority pages, aligning content with clear intent and refining metadata to boost visibility for non-branded terms.
Comprehensive content audits on a subject-by-subject basis followed, ensuring clear structure, targeting and intents were defined and implemented. Internal links and on-page copy were also optimised.
Build subject depth and authority
This was supported with a competitor-informed editorial plan to grow topical authority, capturing long-tail opportunities, building subject depth and providing more opportunities to pass authority via internal links.
Data-led optimisation
We built a custom comprehensive Looker Studio Dashboard for Kapow Primary, housing all key data and showcasing metrics in an actionable manner for all channels.
What they said
Elizabeth Woodman
Managing Director
