Greenwich University

Greenwich University sought to improve its online presence and enhance visibility for its ‘Clearing’ application process. In May 2021, Totally suggested comprehensive changes to the gre.ac.uk website, aiming to boost organic visibility. Our recommendations included updating meta title tags, URL structures, headings, and content. Additionally, we implemented page structure changes, canonical tags, redirects, internal links, and breadcrumbs to ensure the site was optimised for search engines.

Prior to these changes, none of the target keywords for ‘clearing’ ranked in the top 10. By August 2022, after implementing our strategies, all target keywords had moved to page 1, including ‘UCAS clearing’, which has 12,100 monthly searches. SEMRush visibility for clearing-related terms showed a significant increase, with 246 ranking keywords initially, growing to 569 by October 2022. This resulted in an estimated increase in monthly visits and a higher traffic cost estimate.

The organic traffic to pages containing ‘clearing’ in the URL saw record weekly peaks in 2022. During the August clearing period, organic traffic increased by 42% compared to 2021 and by 49% compared to 2020. Form submissions also showed a notable rise, with a 40% increase in 2022 compared to 2021, and a 44% increase compared to 2020. Goal 6, which measured page views, showed a 383% increase in 2022 compared to 2021 and a 238% increase compared to 2019.

Goals measuring clicks on the phone number also showed a significant increase in 2022 compared to previous years. Overall, the changes resulted in improved organic visibility, increased traffic, and a significant increase in goal completions for the gre.ac.uk website.