All That Jazz
Client Testimonial
Challenges
All That Jazz Dance Academy Pte Ltd is a dance school in Singapore dedicated to providing students with a high standard of artistic dance education to inspire and foster excellence in the arts. They provide a wide variety of dance programs for all ages.
In 2022 they expanded from one centre to four throughout Singapore. As they expanded, they were having trouble bringing on new students. All That Jazz needed:
- A more recognizable brand name throughout Singapore. They needed to clearly stand out and differentiate from competitors in order to grow.
- Increased online visibility. When parents in Singapore start thinking about dance school, All That Jazz needed to be the first school on their minds.
- More quality leads. They were spending on advertising, but it wasn’t nearly as efficient as it could have been.
If they couldn’t fill classes in their new centres, All That Jazz would be in a tough predicament.
Results
250%
Increased overall leads by 250%
21%
Improved trial registrations by 21%
62%
Decreased cost per lead by 62%
How We Did It
Social Media Takeover
All That Jazz needed to elevate their brand name and put their classes in front of more parents in the local area. Publishing high quality, compelling, and descriptive social media content would help put them on the map and attract the attention of their target audience.
So we took over all of All That Jazz’s social media accounts – TikTok, Instagram, and Facebook – to create and publish compelling content that resonated with prospective students’ parents, effectively showcased their class types, and highlighted the unique approach they take to dance.
We handled everything from content planning, calendar management, scripting, shooting the videos, editing, and posting. Their engagement grew across every platform as more parents became familiar with All That Jazz’s excellent dance classes.
SEO and Link Building
Another way we wanted to improve online visibility was through search engines. With lots of parents searching for local dance classes across Singapore, we knew there was a big opportunity through SEO.
Our goal was to increase the number of relevant keywords All That Jazz ranked for in the Singapore area. When a parent began their search for dance classes, we wanted All That Jazz to be at the top of every search.
Highly Optimized Google and Facebook Ads
To further capitalize on parents searching for classes, we rolled out a Google search campaign. But for those parents not yet in the market for dance classes, we needed to get their attention and introduce them to All That Jazz. We accomplished this through targeted Facebook Ad campaigns.
Utilizing our vast amount of advertising and audience data from running hundreds of campaigns in Singapore, we were able to optimize All That Jazz’s Google ads right away – immediately improving conversions and decreasing their cost per lead.
We were also able to improve overall engagement through eye catching creative design and strong copy that hooked our target audience.
Monthly Nurturing Email Newsletters
Our SEO and digital advertising efforts drastically increased the number of leads All That Jazz was receiving each month. In order to stay top of mind with these leads as well as current parents, we wrote and designed monthly email newsletters.
These emails nurtured prospective parents with convincing copy and up-to-date information on all available classes and camps. These newsletters helped turn many on-the-fence leads into new students.
Impact
Thanks to an increase in enrollees across all Singapore locations, All That Jazz was able to successfully expand into 4 centres. They continue to regularly fill classes at each location, and are having to continually add new classes and coaches.
Our Approach
When Collectius came to us with significant gaps in their SEO expertise and online visibility, we tailored a comprehensive approach that was designed to overhaul their digital presence and drive measurable improvements. Here's how we proceeded:
- SEO Audit: An on-page and off-page SEO audit was conducted to identify areas for improvement
- Google Search Console Installation: Google Search Console was installed on the Collectius website to monitor and track their analytics
- Digital Content Strategy: We produced a digital content strategy pack to help Collectius enhance their SEO goals
- Backlink Acquisition: Backlinks were purchased to improve Collectius' domain ranking Keyword Research: Extensive keyword research was performed to align content and SEO strategies with relevant search trends
Comprehensive SEO Audit
We initiated our process by conducting a detailed SEO audit for Collectius. This audit was crucial in pinpointing several critical areas where the company was underperforming.
Key issues we found included suboptimal keyword utilisation, missing meta descriptions, and poorly optimised content that wasn't fully aligned with target search queries.
Having identified areas for improvement, the Brew team worked with Collectius’ web development team to implement these fixes.
Following the initial SEO audit, we conducted a focused technical SEO audit for Collectius. A technical SEO audit is a thorough examination of a website’s technical infrastructure as it relates to its visibility and performance in search engines.
It evaluates several key elements, including site architecture, page speed, mobile-friendliness, indexing, crawlability, security, and use of technologies that may impact search engine access and efficiency.
This was a critical step to ensuring that the website’s infrastructure met modern search engine standards, which is pivotal for improving search rankings and user experience. Our audit revealed several key technical issues that needed immediate attention:
Slow Loading Speeds: We identified that the Collectius website had slower than optimal loading times. Slow speeds can significantly affect user experience and negatively impact search engine rankings. To address this, we optimised image sizes, minimised the use of blocking JavaScript, and implemented more efficient caching policies to enhance page load performance.
The Lack of a Sitemap: The absence of a sitemap was another critical gap. Sitemaps are essential as they help search engines more intelligently crawl the site and understand its structure. We created and submitted a comprehensive sitemap to Google, which facilitated better indexing of the website’s pages.
Mobile Optimization: Our audit also found that Collectius’ website was not optimised for mobile users. The Brew team provided detailed guidance to Collectius' web development team on best practices for mobile optimization going forward. This included advice on implementing accelerated mobile pages (AMP), optimising button sizes and touch targets, and ensuring text readability without requiring zoom.
Tracking & Monitoring of Collectius’ Web Performance
To better monitor and track the effectiveness of our strategies, we installed Google Search Console (GSC) on Collectius’ website. GSC allows us to gain valuable insights into the site's traffic, search performance, and any crawling errors, thereby enabling us to make data-driven decisions.
With data from GSC, we can identify which pages are performing well and which might require further optimization. This helps us refine SEO strategies and target specific issues with precision.
Digital Content Strategy
Recognizing the importance of content in SEO success, we crafted a comprehensive digital content strategy pack specifically tailored to Collectius' needs.
This strategy involved developing four customer personas and two end-user personas, representing the diverse segments of Collectius' audience. These personas helped us understand the distinct needs, behaviours, and preferences of different user types that interact with Collectius' services.
From this foundation, we were able to pinpoint the types of content and topics that would resonate most strongly with each persona. Leveraging these insights, we developed a series of SEO-optimised articles.
Each article was carefully written by our copywriter who made sure that keywords used were relevant with Collectius’ offerings and aligned with the interests of potential clients.
Taking this approach allowed us to attract more organic traffic to their site and significantly enhance visibility for these targeted search terms.
Backlink Acquisition
To strengthen Collectius’ domain authority and improve their search engine ranking, we strategically acquired high-quality backlinks. This effort was aimed at boosting their profile against competitors and increasing the trustworthiness of their site in the eyes of search engines.
Through our targeted backlink acquisition efforts, we gradually improved the organic traffic to Collectius' site.
As their domain authority increased, so did their visibility in search engine results, leading to more visitors naturally finding their way to the website without the need for paid advertising.
This steady increase in organic traffic not only enhanced their online presence but also contributed to higher engagement and conversion rates.
Outstanding SEO Results for Collectius
Our comprehensive SEO strategy delivered impressive results for Collectius, significantly enhancing their online visibility and search engine performance. Here are some of the key achievements:
Significant Traffic Growth
Over a period of six months, we achieved more than a 60% increase in organic traffic to Collectius' website. This surge in visitors was a direct result of our focused improvements in SEO practices and content strategies.
Expanded Keyword Reach
There was over a 70% increase in the number of organic keywords that Collectius ranks for on Google. This expansion in keyword coverage helped broaden their visibility and reach a wider audience interested in debt collection and financial services.
Top Rankings in Local Searches
Collectius' website achieved first-page rankings on Google's Search Engine Results Pages (SERPs) for targeted searches in Singapore and Malaysia. Ranking on the first page for relevant searches significantly boosted their brand's visibility and accessibility in these key markets.
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