[cs_content][cs_section bg_image=”https://jadeorchard.com/wp-content/uploads/2016/09/bg_forrest_overhead.jpg” bg_color=”hsl(66, 49%, 30%)” parallax=”false” class=”bg–rotate-clockwise3deg bg–dark” style=”margin: -2.5rem 0px 0px;padding: 2.5rem 0px 0px;”][cs_row inner_container=”true” marginless_columns=”false” style=”margin: 8vh auto 10vh;padding: 0px;”][cs_column fade=”false” fade_animation=”in” fade_animation_offset=”45px” fade_duration=”750″ type=”1/1″ style=”padding: 0px 40px 0px 0px;”][x_custom_headline level=”h2″ looks_like=”h3″ accent=”false”]National Holistic Institute[/x_custom_headline][x_custom_headline level=”h2″ looks_like=”h1″ accent=”false” style=”margin-top: 0px;”]How the largest Massage School in California used SEO and SEM to double the number of weekly student leads[/x_custom_headline][/cs_column][/cs_row][/cs_section][cs_section bg_color=”#ffffff” parallax=”false” style=”margin: 0px;padding: 5vh 0px 0px;”][cs_row inner_container=”true” marginless_columns=”false” style=”margin: 0px auto;padding: 0px;max-width: 900px;”][cs_column fade=”false” fade_animation=”in” fade_animation_offset=”45px” fade_duration=”750″ type=”1/1″ style=”padding: 0px;”][x_custom_headline level=”h2″ looks_like=”h2″ accent=”false” class=”cs-ta-center”]Case Study: Marketing For Schools[/x_custom_headline][cs_text]

In 2009, we were contacted by the National Holistic Institute (NHI), the largest massage therapy school in California – currently with nine campuses across the state. At that time, NHI came to us via a referral from an existing client requesting to help their school achieve the #1 organic listing on Google in all of California for the keyword ‘massage school’.

We took on their project, celebrated in many successes, and today we are honored to be an integral partner in defining their core business operations and strategy.

[/cs_text][/cs_column][/cs_row][/cs_section][cs_section bg_color=”#ffffff” parallax=”false” style=”margin: 0px;padding: 0px 0px 5vh;border-style: solid;border-width: 0px 0px 1px;border-color: hsl(0, 0%, 93%);”][cs_row inner_container=”true” marginless_columns=”false” style=”margin: 0px auto;padding: 0px;”][cs_column fade=”false” fade_animation=”in” fade_animation_offset=”45px” fade_duration=”750″ type=”1/2″ class=”cs-ta-center” style=”padding: 0px;”][x_feature_box title=”The Problem” title_color=”” text_color=”” graphic=”icon” graphic_size=”125px” graphic_shape=”square” graphic_color=”hsl(12, 54%, 49%)” graphic_bg_color=”” align_h=”center” align_v=”top” side_graphic_spacing=”20px” max_width=”none” graphic_icon=”thumbs-o-down”]NHI had 4 requests: 1) get more leads, 2) increase conversions, 3) lower cost-per-click, and 4) rank for their most important keywords in California.[/x_feature_box][/cs_column][cs_column fade=”false” fade_animation=”in” fade_animation_offset=”45px” fade_duration=”750″ type=”1/2″ style=”padding: 0px;”][x_feature_box title=”The Results” title_color=”” text_color=”” graphic=”icon” graphic_size=”125px” graphic_shape=”square” graphic_color=”hsl(71, 54%, 49%)” graphic_bg_color=”hsl(0, 0%, 100%)” align_h=”center” align_v=”top” side_graphic_spacing=”20px” max_width=”none” graphic_icon=”thumbs-o-up”]NHI is now ranked #1 to #3 on the first page of Google for their top 16 keywords. They increased their organic visitors by 400%. Site conversions have increased by 20% while CPC has decreased by 26%.[/x_feature_box][/cs_column][/cs_row][/cs_section][cs_section bg_color=”hsl(0, 0%, 97%)” parallax=”false” style=”margin: 0px;padding: 5vh 0px 0px;border-style: solid;border-width: 0px 0px 1px;border-color: hsl(0, 0%, 89%);”][cs_row inner_container=”true” marginless_columns=”false” class=”cs-ta-center” style=”margin: 0px auto;padding: 0px;”][cs_column fade=”false” fade_animation=”in” fade_animation_offset=”45px” fade_duration=”750″ type=”1/1″ class=”cs-ta-center” style=”padding: 0px 0px 30px;”][x_custom_headline level=”h2″ looks_like=”h2″ accent=”false”]A Selection of Strategies We Administered[/x_custom_headline][x_custom_headline level=”h3″ looks_like=”h3″ accent=”false” class=”cs-ta-center”]Technique #1: Identify Top Keywords[/x_custom_headline][/cs_column][/cs_row][cs_row inner_container=”true” marginless_columns=”false” style=”margin: 0px auto;padding: 0px 0px 5vh;”][cs_column fade=”false” fade_animation=”in” fade_animation_offset=”45px” fade_duration=”750″ type=”1/2″ style=”padding: 0px;”][cs_text]After some extensive research, we determined there were 16 other equally valuable keywords that NHI should be targeting as aggressively as ‘massage school’.

These 16 keywords accounted for 70% of their entire organic and paid search lead flow compared to 200 other longer tail keywords that accounted for the remaining 30%.[/cs_text][/cs_column][cs_column fade=”false” fade_animation=”in” fade_animation_offset=”45px” fade_duration=”750″ type=”1/2″ class=”cs-ta-center” style=”padding: 0px;”][x_image type=”none” src=”https://jadeorchard.com/wp-content/uploads/2016/10/data_analytics.png” alt=”” link=”false” href=”#” title=”” target=”” info=”none” info_place=”top” info_trigger=”hover” info_content=”” style=”width: 100%;max-width:256px;”][/cs_column][/cs_row][/cs_section][cs_section bg_color=”hsl(0, 0%, 97%)” parallax=”false” style=”margin: 0px;padding: 5vh 0px;border-style: solid;border-width: 0px 0px 1px;border-color: hsl(0, 0%, 89%);”][cs_row inner_container=”true” marginless_columns=”false” style=”margin: 0px auto;padding: 0px;”][cs_column fade=”false” fade_animation=”in” fade_animation_offset=”45px” fade_duration=”750″ type=”1/1″ style=”padding: 0px 0px 30px;”][x_custom_headline level=”h3″ looks_like=”h3″ accent=”false” class=”cs-ta-center”]Technique #2: Optimize for Search Engines[/x_custom_headline][cs_text]

These optimizations led to a 400% YOY increase in organic visitors and weekly leads.

[/cs_text][/cs_column][/cs_row][cs_row inner_container=”true” marginless_columns=”false” style=”margin: 0px auto;padding: 0px;”][cs_column fade=”false” fade_animation=”in” fade_animation_offset=”45px” fade_duration=”750″ type=”1/3″ style=”padding: 0px;”][x_feature_box title=”On-site Optimizations” title_color=”” text_color=”” graphic=”icon” graphic_size=”64px” graphic_shape=”circle” graphic_color=”hsl(71, 54%, 49%)” graphic_bg_color=”” align_h=”center” align_v=”top” side_graphic_spacing=”20px” max_width=”none” graphic_border=”border-width: 2px 2px 2px 2px; border-style: solid; border-color: hsl(71, 54%, 49%);” graphic_icon=”newspaper-o”]After keyword research, we went in and updated title tags, meta description tags, heading tags and existing content to include our 16 new top keywords.[/x_feature_box][/cs_column][cs_column fade=”false” fade_animation=”in” fade_animation_offset=”45px” fade_duration=”750″ type=”1/3″ style=”padding: 0px;”][x_feature_box title=”Ensure Proper Indexing” title_color=”” text_color=”” graphic=”icon” graphic_size=”64px” graphic_shape=”circle” graphic_color=”hsl(71, 54%, 49%)” graphic_bg_color=”” align_h=”center” align_v=”top” side_graphic_spacing=”20px” max_width=”none” graphic_border=”border-width: 2px 2px 2px 2px; border-style: solid; border-color: hsl(71, 54%, 49%);” graphic_icon=”list”]We ensured NHI was properly indexed in all of the major search engines through the use of XML sitemaps, pagination, no-indexing tags, and more.[/x_feature_box][/cs_column][cs_column fade=”false” fade_animation=”in” fade_animation_offset=”45px” fade_duration=”750″ type=”1/3″ style=”padding: 0px;”][x_feature_box title=”Internal Linking” title_color=”” text_color=”” graphic=”icon” graphic_size=”64px” graphic_shape=”circle” graphic_color=”hsl(71, 54%, 49%)” graphic_bg_color=”” align_h=”center” align_v=”top” side_graphic_spacing=”20px” max_width=”none” graphic_border=”border-width: 2px 2px 2px 2px; border-style: solid; border-color: hsl(71, 54%, 49%);” graphic_icon=”chain”]We took the opportunity to perform logical internal linking between relevant webpages to improve search engine discovery and site crawl. [/x_feature_box][/cs_column][/cs_row][cs_row inner_container=”true” marginless_columns=”false” style=”margin: 0px auto;padding: 0px;”][cs_column fade=”false” fade_animation=”in” fade_animation_offset=”45px” fade_duration=”750″ type=”1/6″ style=”padding: 0px;”][x_gap size=”50px”][/cs_column][cs_column fade=”false” fade_animation=”in” fade_animation_offset=”45px” fade_duration=”750″ type=”1/3″ style=”padding: 0px;”][x_feature_box title=”Eliminate Inefficiencies” title_color=”” text_color=”” graphic=”icon” graphic_size=”64px” graphic_shape=”circle” graphic_color=”hsl(71, 54%, 49%)” graphic_bg_color=”” align_h=”center” align_v=”top” side_graphic_spacing=”20px” max_width=”none” graphic_border=”border-width: 2px 2px 2px 2px; border-style: solid; border-color: hsl(71, 54%, 49%);” graphic_icon=”strikethrough”]We eliminated inefficiencies caused by excess JavaScript and other coded elements. Removing this file bloat, led to faster page loading times which is crucial in SEO.[/x_feature_box][/cs_column][cs_column fade=”false” fade_animation=”in” fade_animation_offset=”45px” fade_duration=”750″ type=”1/3″ style=”padding: 0px;”][x_feature_box title=”Implement Caching” title_color=”” text_color=”” graphic=”icon” graphic_size=”64px” graphic_shape=”circle” graphic_color=”hsl(71, 54%, 49%)” graphic_bg_color=”” align_h=”center” align_v=”top” side_graphic_spacing=”20px” max_width=”none” graphic_border=”border-width: 2px 2px 2px 2px; border-style: solid; border-color: hsl(71, 54%, 49%);” graphic_icon=”database”]By enabling proper caching on NHI’s sites, we were able to maximize content stored on a visitor’s computer, which reduces the amount of new resources that must be loaded upon site launch. [/x_feature_box][/cs_column][cs_column fade=”false” fade_animation=”in” fade_animation_offset=”45px” fade_duration=”750″ type=”1/6″ style=”padding: 0px;”][x_gap size=”50px”][/cs_column][/cs_row][/cs_section][cs_section bg_color=”hsl(0, 0%, 97%)” parallax=”false” style=”margin: 0px;padding: 5vh 0px;border-style: solid;border-width: 0px 0px 1px;border-color: hsl(0, 0%, 89%);”][cs_row inner_container=”true” marginless_columns=”false” style=”margin: 0px auto;padding: 0px;”][cs_column fade=”false” fade_animation=”in” fade_animation_offset=”45px” fade_duration=”750″ type=”1/1″ style=”padding: 0px 20px 20px;”][x_custom_headline level=”h3″ looks_like=”h3″ accent=”false” class=”cs-ta-center”]Technique #3: Conversion Rate Optimization[/x_custom_headline][cs_text]

By improving overall user experience, we were able to increase site visit duration, decrease bounce rate, and generate more student leads.

[/cs_text][/cs_column][/cs_row][cs_row inner_container=”false” marginless_columns=”false” style=”margin: 0px auto;padding: 0px 0px 0px 6%;”][cs_column fade=”false” fade_animation=”in” fade_animation_offset=”45px” fade_duration=”750″ type=”1/3″ style=”padding: 0px;”][x_custom_headline level=”h4″ looks_like=”h4″ accent=”false”]Website Reorganization[/x_custom_headline][cs_text]We helped NHI re-organize their website, including navigation and all of their content from their Homepage all the way to their “Thank You” pages.[/cs_text][x_custom_headline level=”h4″ looks_like=”h4″ accent=”false”]A/B Testing[/x_custom_headline][cs_text]We seamlessly integrated NHI’s site analytics into their existing sophisticated KPI tracking model. By tracking the life of a lead from start to finish, we’re able to see which campaigns are performing, which content needs to be adjusted, and what pages convert best.[/cs_text][x_custom_headline level=”h4″ looks_like=”h4″ accent=”false”]Demographic Targeting[/x_custom_headline][cs_text]We went in deep to understand who NHI’s target student is. Where did they come from, what did they like to do, what financial situation are they in, and what are their goals in life. This gave us the information to effectively market to multiple ideal target demographics.[/cs_text][/cs_column][cs_column fade=”false” fade_animation=”in” fade_animation_offset=”45px” fade_duration=”750″ type=”2/3″ style=”padding: 0px;”][x_image type=”none” src=”https://jadeorchard.com/wp-content/uploads/2016/10/NHI-Conversion-Rate-Optimization.png” alt=”” link=”false” href=”#” title=”” target=”” info=”none” info_place=”top” info_trigger=”hover” info_content=”” style=”border: solid .5px #d6d6d6;”][/cs_column][/cs_row][/cs_section][cs_section bg_color=”hsl(0, 0%, 97%)” parallax=”false” style=”margin: 0px;padding: 5vh 0px;border-style: solid;border-width: 0px 0px 1px;border-color: hsl(0, 0%, 89%);”][cs_row inner_container=”true” marginless_columns=”false” style=”margin: 0px auto;padding: 0px;”][cs_column fade=”false” fade_animation=”in” fade_animation_offset=”45px” fade_duration=”750″ type=”1/1″ style=”padding: 0px 20px 20px;”][x_custom_headline level=”h3″ looks_like=”h3″ accent=”false” class=”cs-ta-center”]Technique #4: Content Marketing[/x_custom_headline][cs_text]

At the end of our third month working on NHI’s SEO projects, we had achieved a #2 ranking for ‘massage school’, finally hitting the #1 spot at month number five. Here are additional things we did to get there.

[/cs_text][/cs_column][/cs_row][cs_row inner_container=”false” marginless_columns=”false” style=”margin: 0px auto;padding: 0px 6% 0px 0px;”][cs_column fade=”false” fade_animation=”in” fade_animation_offset=”45px” fade_duration=”750″ type=”1/2″ style=”padding: 0px;”][x_image type=”none” src=”https://jadeorchard.com/wp-content/uploads/2016/10/Massage-Therapy-Blog.png” alt=”” link=”false” href=”#” title=”” target=”” info=”none” info_place=”top” info_trigger=”hover” info_content=”” style=”border: solid .5px #d6d6d6;”][/cs_column][cs_column fade=”false” fade_animation=”in” fade_animation_offset=”45px” fade_duration=”750″ type=”1/2″ style=”padding: 0px 0px 0px 6%;”][x_custom_headline level=”h4″ looks_like=”h4″ accent=”false”]Long-Tail Keyword Research[/x_custom_headline][cs_text]We then looked closely at longer keyword phrases that their visitors were using to find their website. We identified and optimized for several phrases that made an immediate impact on traffic numbers.[/cs_text][x_custom_headline level=”h4″ looks_like=”h4″ accent=”false”]Article Marketing[/x_custom_headline][cs_text]We worked hand-in-hand with NHI to create and optimize 25 useful articles about massage therapy. The project effectively doubled the total number of web pages and word count across their domain while keying in on primary keywords and themes.

[/cs_text][x_custom_headline level=”h4″ looks_like=”h4″ accent=”false”]Inbound Linkbuilding[/x_custom_headline][cs_text]With the new content, we began the task to acquire high quality links from authoritative domains. NHI is an expert in massage therapy and our goal was to ensure that they are recognized as one.[/cs_text][/cs_column][/cs_row][/cs_section][cs_section bg_color=”hsl(0, 0%, 97%)” parallax=”false” style=”margin: 0px;padding: 5vh 0px;”][cs_row inner_container=”true” marginless_columns=”false” style=”margin: 0px auto;padding: 0px;”][cs_column fade=”false” fade_animation=”in” fade_animation_offset=”45px” fade_duration=”750″ type=”1/1″ style=”padding: 0px;”][x_custom_headline level=”h3″ looks_like=”h3″ accent=”false” class=”cs-ta-center”]Technique #5: Paid Advertising[/x_custom_headline][cs_text]

Pleased with our work, NHI selected us to manage their Google AdWords Pay-Per-Click campaigns that had been previously managed by another agency. We’ve generated results and are now their main advertising agency for all things digital including: Facebook, LinkedIn, etc.

[/cs_text][/cs_column][/cs_row][cs_row inner_container=”false” marginless_columns=”false” style=”margin: 0px auto;padding: 0px 0px 0px 6%;”][cs_column fade=”false” fade_animation=”in” fade_animation_offset=”45px” fade_duration=”750″ type=”1/3″ style=”padding: 0px;”][x_custom_headline level=”h4″ looks_like=”h4″ accent=”false”]Google AdWords[/x_custom_headline][cs_text]As a Google AdWords Partner, we took the opportunity to rebuild their entire AdWords campaign. Two months later, their cost per click decreased by 26%, with an increase in conversions by 20%.

Despite the well noted yearly inflation (5-8%) of costs for advertising on Google since inception in 2006, NHI continues to pay a lower cost per conversion, with increased conversions, than when they did when we took over for the previous agency back in 2009.[/cs_text][/cs_column][cs_column fade=”false” fade_animation=”in” fade_animation_offset=”45px” fade_duration=”750″ type=”2/3″ style=”padding: 0px;”][x_image type=”none” src=”https://jadeorchard.com/wp-content/uploads/2016/09/adwords-case-study-image.png” alt=”” link=”false” href=”#” title=”” target=”” info=”none” info_place=”top” info_trigger=”hover” info_content=””][/cs_column][/cs_row][/cs_section][cs_section bg_image=”https://jadeorchard.com/wp-content/uploads/2016/10/bg_suculents.jpg” bg_color=”hsl(66, 49%, 30%)” parallax=”false” class=”cs-ta-center bg–dark bg–rotate-clockwise3deg” style=”margin: 0px 0px -2.5rem;padding: 0px 0px 2.5rem;”][cs_row inner_container=”false” marginless_columns=”false” style=”margin: 0px auto 10px;padding: 8vh 0px 0px;”][cs_column fade=”false” fade_animation=”in” fade_animation_offset=”45px” fade_duration=”750″ type=”1/1″ class=”cs-ta-center” style=”padding: 0px 0px 0px 40px;”][x_custom_headline level=”h2″ looks_like=”h2″ accent=”false” style=”color: hsla(0, 56%, 37%, 0);color: white;”]How Can We Help You[/x_custom_headline][cs_text]Fill out the form below and let’s see how we can turn site visitors into paying customers[/cs_text][/cs_column][/cs_row][cs_row inner_container=”true” marginless_columns=”false” style=”margin: 0px auto;padding: 0px 0px 8vh;”][cs_column fade=”false” fade_animation=”in” fade_animation_offset=”45px” fade_duration=”750″ type=”1/2″ style=”padding: 0px;”][x_blockquote cite=”” type=”left” style=”max-width: 400px;margin-left: auto;margin-right: auto;”]”We’ve helped grow over 300 successful businesses in 10+ years of operation. Let’s see if we can do the same for you.”[/x_blockquote][x_feature_box title=”Jason Seidler” title_color=”” text_color=”” graphic=”image” graphic_size=”150px” graphic_shape=”circle” graphic_color=”#ffffff” graphic_bg_color=”#2ecc71″ align_h=”center” align_v=”top” side_graphic_spacing=”20px” max_width=”none” graphic_border=”border-width: 1px 1px 1px 1px; border-style: solid; border-color: ;” graphic_image=”https://jadeorchard.com/wp-content/uploads/2016/01/36d5443.jpg” style=”max-width: 400px;”]CEO AND Co-Founder – Jade Orchard[/x_feature_box][/cs_column][cs_column fade=”false” fade_animation=”in” fade_animation_offset=”45px” fade_duration=”750″ type=”1/2″ style=”padding: 0px;”][gravityform id=”1″ title=”false” description=”false” ajax=”true” tabindex=”1″][/cs_column][/cs_row][/cs_section][/cs_content]