INTO specializes in deeply embedded, long-term partnerships that transform the capacity, reach and competitive positioning of universities. Wordbank’s focus was to attract more high-quality web enquiries for its international foundation and diploma courses. In particular, INTO wanted to focus on China, Russia and Arabic speaking markets.
INTO’s business objectives are targeted to delivering a first-class student experience within a university-led partnership, enhancing brand quality and academic reputation. To meet their requirements we first carried out in-depth analysis to identify country-specific marketing trends and opportunities. This informed the online marketing strategy we developed for each country, covering search and social media. The strategy also included key page identification, which uses search and online and offline factors to determine which pages should be translated and marketed for each locale.
Next, we used native-speaking pay-per-click (PPC) experts to create and run carefully targeted PPC campaigns in Arabic, Chinese and Russian. This guided the SEO strategy, as well as helping to achieve INTO’s short-term goals. Wordbank also localized microsites, using sector-specific translators, and optimized them through in-country keyword research. Based on a thorough understanding of INTO’s business we handled SEO strategy, keyword research and optimization of its English website too.
INTO enjoyed a 50% increase in web traffic thanks to our use of targeted keywords, and engagement with its audiences improved across Russia, China and Arabic nations. In the key month of August, for example, there were over 300 Arabic enquiries, which far exceeded INTO’s target. The English website’s page one ranking, meanwhile, increased by 40