Background
A well-established music conservatory sought to improve its online presence, increase student registrations, and solidify its position as the premier destination for music lessons in its region. The institution specializes in individual lessons and group music classes, targeting both children (ages 2-9) and adults (primarily retirees).
Despite offering high-quality instruction with experienced faculty, their website faced structural and SEO challenges that limited their visibility in search results.
Challenges Identified
After conducting a thorough SEO audit, we identified key issues affecting the school’s search performance:
• Technical SEO Problems: Over 3,000 unnecessary pages were being crawled by Google due to a flawed event page structure, impacting the site’s crawl budget.
• Schema Implementation Issues: The site lacked structured data to enhance search engine understanding, particularly on faculty pages and class listings.
• On-Page SEO Gaps: Content was not fully optimized for target keywords, leading to missed ranking opportunities for high-intent search queries.
• Website Performance Concerns: Although Lighthouse scores were 89-95, caching and other optimization opportunities remained.
• Google Analytics Tracking Errors: Analytics had stopped recording data intermittently, affecting data accuracy and decision-making.
SEO Strategy & Execution
To address these challenges, we implemented a comprehensive SEO strategy, including technical, on-page, and schema optimization efforts.
1. On-Page Optimization & Keyword Targeting
• Refined website structure to create dedicated pages for “Adult Group Music Classes” and “Child Group Music Classes.”
• Improved internal linking between key pages to boost authority and ranking potential.
• Optimized existing content for high-intent local keywords, including:
• “music lessons for kids”
• “[City] music lessons”
• “piano lessons for kids”
• “group music classes [City]”
• Addressed readability and branding consistency based on brand guidelines.
2. Schema Implementation for Enhanced Visibility
• Updated homepage schema to align with best practices.
• Developed a standard operating procedure (SOP) for adding structured data to faculty pages, ensuring search engines better understand instructor qualifications and expertise.
• Began resolving event page schema issues that were creating indexing inefficiencies.
3. Technical SEO Fixes
• Reduced crawl budget waste by identifying and addressing duplicate and unnecessary event pages.
• Manually reinstalled Google Analytics tracking tags to ensure accurate data collection.
• Improved site speed by reviewing caching strategies and minimizing resource-heavy elements.
Results & Impact
Our strategic SEO efforts delivered measurable improvements in organic visibility and keyword rankings.
Increased Search Engine Visibility
• Visibility Score: Grew from 8.25% to 27.13% in Semrush’s position tracking report .
• The client outperformed local competitors, surpassing in organic search visibility .
Significant Keyword Ranking Gains
• 87 new keyword rankings were secured, with 55 improvements in existing rankings .
• Multiple high-intent keywords now rank in the top 3 positions, including:
• The number of keywords in the Top 10 grew from 77 to 99, increasing the site’s ability to attract qualified leads.
Improved Organic Conversions
• Increased traffic to the “Book Your Free Consultation” page, a critical conversion point for new student registrations.
• Improved group class enrollment visibility, aligning with the school’s goal of selling out classes.
• Strengthened faculty credibility with structured schema markup, making instructor profiles more appealing in search results.
Key Takeaways
• Strategic on-page and technical fixes can yield substantial improvements even before resolving larger development issues.
• Schema implementation for faculty pages and homepage boosts credibility and search presence.
• Crawl budget management ensures that important pages get indexed, improving discoverability.
• Localized keyword targeting significantly enhances visibility and engagement.
Next Steps
• Continue refining site structure by resolving event page indexing issues.
• Expand content strategy by creating blog articles and resources targeting long-tail keywords.
• Enhance backlink acquisition to further improve domain authority and rankings.
Conclusion
Despite facing technical roadblocks, the implementation of structured SEO improvements resulted in substantial growth in organic rankings, visibility, and engagement. With continued refinement, this music school is well-positioned to maintain its dominance in the local music education space.