All case studies
Atlas LearningEducation
Growing course enrollments with a search-led content engine
Built a content program that made organic search Atlas's largest source of course enrollments.
- Organic sessions
- +286%
- Enrollments from organic search
- 38%
- Blended cost per enrollment
- −63%
The challenge
Atlas relied on paid search for almost every enrollment, and costs rose every quarter. Its blog was a mix of company news with no strategy behind it, and technical issues kept many course pages out of search results entirely.
The approach
We built a content engine that meets learners at every step, from wondering about a career change to choosing a course.
- Intent mapping. Matched more than 2,000 keywords to the course catalog and the questions learners ask before they enroll.
- Technical foundations. Fixed site speed, indexing and structured data so course pages could rank at all.
- Career guides that convert. Published 120 in-depth guides, each linked to the course that solves the reader's next problem.
- A refresh cycle. Quarterly updates to the top pages kept them accurate and climbing.
The outcome
Organic search became Atlas's largest enrollment channel, and the paid budget moved to scaling the courses that search proved people wanted.
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