CASE STUDY

Australian International School Singapore:
Increased leads by more than 500% while reducing cost-per-leads by 82%

Background

The Australian International School or AIS is a prestigious school in Singapore that provides early, elementary, and secondary education to students. Alongside this, AIS also offers infant care services.

AIS operates in a highly competitive education sector as Singapore is renowned for its emphasis on education, with several local and international institutions vying for the attention of parents and students.

At a Glance

Lead generation
Increase in leads generated over a period of 1 year

Organic Traffic
20% reduction in cost per clicks

Google Ads
More than 50% increase in organic traffic to AIS’ website

Sign up rates
Obtained more than 970 leads from Google Ads

Cost-per-lead
82% reduction in cost-per-lead

Challenges

While AIS was looking to break new ground with their offerings, the school was held back by a number of factors. These were:

Insufficient Leads: In such a saturated market, AIS struggled to generate enough interest or inquiries about their offerings.
Low-Quality Leads: Even when leads were obtained, they often weren’t the right fit, meaning they might not have been genuinely interested families or those who saw value in AIS’s offerings.
Ad Visuals and Messaging Fatigue: Their existing promotional materials and visuals had become stale, which could lead to diminished interest from potential students and their parents.
Need for Fresh Campaigns: To remain relevant and appealing, there was an urgent requirement for innovative advertising campaigns that could resonate with their target audience.

Our Approach

1. Revamped AIS’ Web Headers

Properly structured HTML headers guide search engines in understanding the content hierarchy, while optimised metadata provides concise information about the page’s content.

Together, these elements contribute to a more accurate indexing by search engines, leading to improved visibility and higher rankings in search results.

Before we implemented our fixes, AIS’ HTML headers did not incorporate relevant keywords such as “international school”, “Australian International School”, or “international schools”.

HTML headers are important for SEO as they establish the content hierarchy, helping search engines understand the structure and relevance of a webpage’s content. Incorporating keywords into headers emphasises their significance, aiding in better ranking for those terms.

Headers also enhance user experience by making content more navigable, indirectly influencing SEO through improved user metrics.

2. Updated AIS’ Web Content

Optimised web content paired with strategically implemented SEO keywords ensures a website speaks the language of both its audience and search engines. The combination creates a seamless bridge that leads to better search rankings and enhanced user experience.

Before our intervention, the Australian International School (AIS) website content lacked the finesse needed for optimum SEO. Crucial terms like “international school” and “Australian curriculum” were missing or underutilised.

Web content is the backbone of online representation for any institution. For educational bodies like AIS, it’s essential to articulate the quality and uniqueness of their offerings. Integrating SEO keywords into the content not only amplifies visibility but also reaffirms the institution’s relevance to its audience.

Moreover, well-structured content offers users clarity, keeping them engaged longer. This improved user experience indirectly boosts SEO by favourably impacting metrics like bounce rate and time spent on the site.

3. Ran Facebook Ads

AIS needed to reach out to more parents within Singapore while showcasing the school’s unique range of offerings.

However, for parents not yet in the market for an international school, we needed to first get their attention and reach out to them. We did this by running targeted Facebook ad campaigns which we then continually optimised to get the best results possible.

In addition, we also created top quality visuals and copy which would be used in the Facebook ads. These ad collaterals were meticulously crafted, keeping in mind the values and advantages that AIS offers.

By emphasising the distinct benefits and integrating them seamlessly into the visuals and text, we ensured that the message resonated deeply with the target audience, offering a compelling reason for parents to consider AIS for their children’s education.

At Brew, we understand the importance of guiding potential customers through every stage of the marketing funnel.

For the AIS campaign, our Facebook ads were strategically designed to target customers at three distinct stages: TOFU (Top of the Funnel), MOFU (Middle of the Funnel), and BOFU (Bottom of the Funnel).

In the TOFU stage, our ads focused on brand awareness, introducing parents to AIS and its ethos.

For MOFU, we delved deeper, showcasing specific programs and unique offerings, nudging parents who were considering international schooling options.

Finally, in the BOFU stage, our ads presented strong calls to action and testimonials, targeting parents ready to make a decision, ensuring AIS stood out as the premier choice.

This tiered approach ensured we reached parents at every decision-making phase, maximising engagement and conversions.

To help AIS boost their enrollment numbers, we also ran targeted Facebook ad campaigns for their open house event. The use of attractive visuals plus quality copy hooked our target audience.

4. Ran Google Ads

To help AIS reach out to parents searching for international schools in Singapore, we planned and executed a Google ad campaign.

We made use of our vast amount of advertising and audience data from running hundreds of campaigns in Singapore, to optimise AIS’ Google ads right away – immediately improving conversions and decreasing their cost per lead.

5. SEO and Link Building

Another way for us to improve AIS’ online visibility was through search engines. With lots of parents searching for international schools across Singapore, we knew there was a big opportunity through SEO.

Our goal was to increase the number of relevant keywords AIS ranked for in the Singapore area. When a parent began their search for international schools, we wanted AIS to be at the top of every search.

Through our work, we helped the school rank on the first page of Google SERP for keywords like: “international school”, “international school Singapore”, “Australia school”, and “AIS”.

Results

+540% increase in leads generated
+50% increase in organic traffic
+80% reduction in cost-per-lead (CPLs)
+970 leads from Google Ads
+15% increase in sign up rates for Open House events

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.

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CASE STUDY

Background

At a Glance

Challenges