The Challenge

Woo University is a the leader in continuing education for optometrists and eye care professionals. The online education platform offers over 100 hours of free training, events and webinars to help optometrists and eye care professionals advance their learning and level up their career. Despite a strong brand name and reputation in the industry and high quality educational content, Woo U was struggling to drive signups for their events. Their organic traffic was inconsistent at best and the event library was not easy to navigate. While the events are free, Woo University monetizes them through sponsorships, so driving more registrations was paramount.

The Solution

Woo University hired me to audit and optimize their site to drive more qualified organic traffic and event registrations. We discovered several technical challenges and also worked on improving the website structure and content quality. Specifically, we shipped the following:
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• Fixes crawling and indexing issues
• Improved website structure
• Created dedicated topical landing pages
• Increased density and relevance of internal linking
• Optimized on-page SEO
• Added relevant schema markup
• Improved overall messaging, positioning an UX

The Results

In under 6 months, we started to see real business results. The site started ranking for more keywords, improved rankings on existing keywords, and became an organic lead machine. Event registrations skyrocketed and with it, so did sponsorship revenue. Through our collaboration, we were able to drive the following results:

• 2x keyword rankings year over year
• 75% increase on organic traffic
• Doubled course registration YoY (6,000 --> 12,000)