Can your institution dominate the digital landscape?
Gaining a significant Share of Voice (SOV) in the market is critical in today’s competitive environment. SOV measures the market share your brand captures compared to your competitors, especially in digital spaces like search engine results pages (SERPs).
Equally important is Share of Search (SOS), which tracks how often your brand is searched for compared to others in your industry—serving as a real-time indicator of market interest and brand health. Improving SOS is crucial as it directly correlates with increased brand visibility and consumer intent, driving more targeted traffic and potential conversions.
For our client, a prominent college in Malaysia, the challenge was clear: dominate the digital landscape and outperform competitors in organic search visibility.
Strategies
The client was struggling with low visibility in search engines, with many of their high-value keywords not ranking in the top positions. This was limiting their ability to attract prospective students, as their competitors were capturing a larger share within the market.
The goal was to significantly increase their organic SOV, SOS, and ensure that more of their target audience could find them when searching online. Our approach included:
- User behaviour and query semantics analysis.
- Identifying high-value keywords with significant search volume that were relevant to the client’s offerings. This included topical keyword research to identify the most relevant primary and secondary keywords.
- Creating comprehensive topical maps to win for relevant keywords and their semantic variations.
- Optimizing existing content and creating new, structured content that was not only SEO-friendly but also highly relevant to the target audience.
- Internal linking to distribute SEO equity among key pages.
- Focusing on technical SEO aspects by improving website performance, ensuring mobile-friendliness, and optimizing site structure to improve crawlability and indexation by search engines.
- Regular monitoring of competitors to ensure our client stayed ahead in the rankings.
Results
Within a year, the client’s SOV and SOS increased significantly, with a notable share coming from organic search and keyword rankings.
- As shown in the graph, the client’s SOV grew by 39.7%, outpacing other colleges in the country.
- SOS increased by 92.8%.
- The number of keywords ranking in the top 3 positions (on the 1st page of Google) increased by 92.9%.
- Keywords ranking number 4-10 grew by 41.2%.
The results speak for themselves: a stronger digital presence, higher engagement, and a competitive edge that sets them apart!
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