ATC

Automotive Training Center is an automotive training school with campuses located in Exton and Warminster, Pennsylvania.

Through specialized programs, they educate the next generation of professionals for the automotive, collision, diesel, high-performance and marine industries. Their curriculum uses a mixture of hands-on experience and classroom learning to equip students with the skills employers seek.

Objective

PPL

ATC sought to improve the engagement of prospects interested in pursuing a trade school education but were either unsure if an automotive program was right for them or had not yet pursued automotive programs in their school search. The goal was to push ATC’s programs in front of potential students who may not have considered them.

SEO

The objective was to reverse downward trends, improve traffic, and lead performance to meet business goals and objectives. The site had steadily declined in traffic for several months in a row, and performance did not improve or respond from any optimizations made on the content pages. There were no penalties, just gradual declining traffic.

Approach

PPL

Greenlight utilized organic PPL vendors who specialized in trade school programs with prior experience with automotive programs. Running organic vendors allowed us to keep the potential lead group targeted only to leads actively looking for trade schools in the area. Potential students searching for information on trade schools near them were then presented with automotive program options at ATC alongside more traditional trade school programs. Leads who had not previously been presented with automotive program options during their school search were able to request programmatic and school information.

SEO

The information architecture among the various content URLs was restructured through a process known as website silo architecture. The existing site content and all URLs were restructured to align the site’s topics and themes.

Results

PPL

Presenting automotive programs to leads already set on attending a trade school but unsure of what program to pursue increased ATC PPL valid engagement by 30% and increased monthly enrollment rates to 6%. The school also reported a lower Cost Per Enrollment from $1,200 to $900 during this time.

SEO

Proper site structure using website silo architecture is an essential element to boost organic performance. The proper alignment of topic and theme relevance across the website is far more effective than hunting and pecking for individual keywords to increase traffic and for the most optimal organic performance.

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