Enhancing SEO for Torrens University’s multi-site ecosystem
Client: Torrens University
Sector: Higher Education
Deliverables: Search engine optimisation, content strategy
Case overview
- Unified SEO strategy across multiple sites to improve search visibility and user experience.
- Standardised on-page SEO elements for consistency.
- Extensive keyword research to target relevant search terms for college courses and programs.
Background
Managing SEO for over ten college websites at Torrens University was a unique challenge, but it also presented a valuable opportunity to unify and strengthen the overall strategy. Each site catered to distinct audiences with specific content needs, requiring a cohesive approach to enhance search visibility and user experience. This became especially important as we prepared to consolidate all these sites into one unified Torrens University website on Sitecore.
By leveraging the BrightEdge platform for content optimisation and collaborating with Atomic 212 on our broader SEO strategy, we achieved significant improvements in search rankings and organic traffic.
The challenge: A patchwork of strategies and a looming consolidation
Some college sites had strong content that wasn’t fully optimised, while others were held back by outdated structures that struggled to rank well. Each site had its own approach to SEO and content, resulting in a patchwork of strategies—some effective, others lagging behind.
The challenge was to bring all sites under a unified SEO strategy without losing their unique voices, while ensuring that content updates were consistent and improvements lasted long-term. Additionally, with the consolidation of all sites into a single Torrens University site on Sitecore, it was critical to develop a cohesive strategy to enhance visibility and user experience across the board in preparation for the migration.
The solution: A unified SEO strategy powered by cutting-edge tools
We implemented a comprehensive SEO strategy that brought consistency, effectiveness, and even a little AI-powered magic to the table:
- Keyword research: Extensive research was conducted to identify relevant search terms for each college’s courses and programs. This became the foundation for improving search rankings across all sites.
- On-page optimisation: We standardised key on-page SEO elements, including title tags, meta descriptions, header tags, and image alt text, across all sites to ensure better visibility and consistency.
- BrightEdge content suggestions: The BrightEdge platform, our AI-powered content suggestion tool, provided data-driven recommendations, allowing us to optimise content in line with evolving search trends.
- Internal linking and structure: We revamped the internal linking strategy, improving navigation for both users and search engines.
- Collaboration with Atomic 212: Partnering with Atomic 212, we refined our overall SEO strategy, ensuring both technical and content improvements were in place ahead of the Sitecore consolidation.
- Content updates through a central hub: By using the content hub I developed, we streamlined content updates across all sites, ensuring that fresh, relevant content was regularly added to benefit SEO and user experience.
The result: Higher rankings, increased traffic, and a streamlined consolidation
The unified SEO strategy delivered measurable success:
- Improved search rankings: The cohesive approach led to steady improvements in rankings for key programs, boosting visibility in competitive categories.
- Increased organic traffic: With optimised content and enhanced technical structure, organic traffic grew across all sites, leading to higher engagement and inquiries.
- Streamlined site consolidation: By standardising SEO practices across all sites, we ensured a smoother transition into the consolidated Torrens University website on Sitecore.
Key takeaways
Unifying the SEO strategy across multiple sites was instrumental in making the eventual consolidation smoother and more efficient. By aligning all efforts under one cohesive approach, we not only simplified the transition but also ensured long-term success in maintaining search visibility.
Data-driven insights, like those provided by BrightEdge, were key to keeping the content optimised and responsive to search trends.
Collaboration with Atomic 212 and our internal stakeholders was critical in achieving a balanced and comprehensive SEO strategy. Their expertise allowed us to address both the technical and content aspects effectively, underscoring the value of strong partnerships when managing large-scale projects like a multi-site consolidation.