Tiffany Mueller | Content Strategist
Open to project based roles
Case Study
SEO driven content strategy for test prep and college admissions consulting firm.
A content strategy case study detailing how, by optimizing content and developing an SEO powered content strategy, we achieved significant growth in page views, keyword rankings, and audience engagement.
Unique Visitors ↑ 254%
SEO strategy increased top-3 SERP rankings by 306% and unique page views by 254%.
Engagement up ↑ 1,122%
Comprehensive content audit drove a 1,122% increase in user time spent on page.
Email Growth ↑ 300%
Targeted email segmentation increased MoM subscribers by 300% and open rates by 56%.
Powerful Prep is a global leader in test prep. Its program is celebrated by students and educators for consistently achieving the industry's highest point gains and securing admissions into the most prestigious schools in the world.
I collaborated with Powerful Prep with the goal of boosting their digital presence and brand.
Target user
Students preparing for standardized tests and seeking to improve their scores.
Surfaces
Web, mobile, and app
My role
Content strategy & marketing lead
Problem statement
Powerful Prep consistently delivered the highest test score gains in the industry, but their digital brand presence did not reflect this authority. Initial audits revealed that existing content was underperforming in search rankings and failing to retain user attention.
The objective was to identify critical content gaps through competitive analysis and stakeholder research, and then architect a data-driven strategy that would transform a fragmented digital footprint into an engaging, high-converting educational hub.
Process
Content Audit
I kicked off the project with a content audit to review existing site content and make recommendations for strategic improvements.
Through this process, I identified critical content gaps and opportunities for optimization, and developed a roadmap for enhancing the content strategy to better meet the needs of the target audience and improve search engine performance.
I did this by:
- evaluating the intrinsic value of each page
- assessing user experience and engagement levels
- determining relevance to the target audience
- evaluating SEO effectiveness
Content strategy development
To develop a baseline of content ideas, I began with in-depth keyword research and competitor analysis.
For additional content ideas, I collaborated with the tutors who work directly with customers and know their needs best.
Using those insights, I developed a comprehensive content strategy to update and rewrite existing content, and produce fresh, keyword-targeted articles designed to bolster the clients’ online presence.
To ensure seamless execution of content production, I established and maintained a calendar of quarterly content and social media that included:
- long and short form articles
- infographics
- email newsletters
- social media posts
- digital product updates
Collaborative content creation
Working from the content calendar, I produced creative briefs and assigned them to our team of researchers and writers. I also drafted, edited, and wrote additional content as needed.
Our joint efforts resulted in a suite of precisely targeted content with educational depth and effective SEO.
This content resonated with our audience and ranked well in search engines.
You can read an example of my writing here:
Launch & marketing
As we launched this new and refreshed content, I actively analyzed and interpreted SEO insights using tools including Google Analytics, SEMRush, and Ahrefs.
This data served as a compass for making informed improvements to the content strategy by enabling me to pinpoint high-performing keywords, track user behavior, and identify content gaps.
Results
Unique Visitors ↑ 254%
SEO strategy increased top-3 SERP rankings by 306% and unique page views by 254%.
Engagement up ↑ 1,122%
Comprehensive content audit drove a 1,122% increase in user time spent on page.
Email Growth ↑ 300%
Targeted email segmentation increased MoM subscribers by 300% and open rates by 56%.