SEO Case Study: How a Career Coaching Platform Increased Session Bookings by 225%
In May 2025, a career coaching platform in Ann Arbor, Michigan partnered with Goforaeo because organic search was not bringing enough consistent session bookings. The platform had strong coaches and good outcomes, but the website did not match what people were searching for, especially career change and job search support queries.
This case study explains what we changed, how we tracked it, and how performance improved month by month in 2025. For privacy, the platform name is not shared, but the dates, actions, and metrics reflect a real campaign structure used in Ann Arbor.
Campaign overview: Dates, timeframe, location, and success metrics
This campaign ran from May 12, 2025 to December 5, 2025 and focused on both local intent and broader high intent searches tied to career coaching. Even though the platform served clients beyond Ann Arbor, the local presence mattered because many searches included city or nearby intent.
We tracked success using confirmed session bookings, not just clicks or “schedule page views.” We also tracked supporting metrics that explain why bookings grew, so the result is easy to trust.
Key campaign details:
- Location focus: Ann Arbor, Michigan
- Timeframe: May 12, 2025 to December 5, 2025
- Primary metric: Confirmed session bookings from organic search
- Secondary metrics: Organic sessions, booking conversion rate, assisted conversions, top landing pages, keyword growth
Before vs after proof:
- May 2025: 16 session bookings per month from organic search
- December 2025: 52 session bookings per month from organic search
- Increase: 225% growth, based on the jump from 16 to 52
Where we started in May 2025: What was holding growth back
The platform already had a clean site and a working booking flow, but it was not built around search intent. Most pages sounded broad, so Google could not clearly connect them to specific queries like career change coaching, interview coaching, resume help, or leadership transitions.
They were getting some branded searches and a few long tail visits, but the site lacked “topic depth.” That meant competitors with clearer pages were ranking higher, even when the platform had stronger services.
Baseline period: May 12 to May 31, 2025. We treated this as the starting line after confirming measurement accuracy.
Baseline metrics for May 2025:
- Organic sessions: 980
- Session bookings from organic: 16
- Booking conversion rate from organic: 1.6%
- Lead form submissions from organic: 22
- Top non branded rankings: mostly outside the top 10
Key issues found during the audit:
- Core service pages were too general and not mapped to specific search intent
- Internal linking was weak, so important pages were not supported
- Titles and headings were not aligned with what job seekers actually type
- Content existed, but it was not connected to booking focused pages
- Trust signals were scattered, so users hesitated before booking
Tools and tracking: How we kept the numbers genuine
For this campaign, tracking accuracy mattered as much as SEO changes. Career coaching sites can look like they are growing if you count “schedule clicks,” but that often inflates results.
We counted a booking only when it was confirmed in the scheduling system. We also reviewed cancellation patterns monthly so the platform could separate interest from real booked sessions.
Tools used during the campaign:
- Google Search Console: query trends, landing page clicks, indexing, CTR opportunities
- Google Analytics 4: organic landing page performance, conversion paths, event tracking
- Screaming Frog: crawl diagnostics, metadata issues, internal linking analysis
- Ahrefs and Semrush: keyword research, competitor gaps, ranking monitoring
- Looker Studio: monthly dashboard for sessions, bookings, and landing page performance
- Scheduling analytics: booked session confirmations and source tagging
- Microsoft Clarity: user behavior, scroll depth, friction points on booking flow
- PageSpeed Insights: mobile speed checks and Core Web Vitals improvements
How “session bookings” were counted:
- Booking completed and confirmed inside the scheduling system
- Source attributed to organic search using GA4 plus UTM rules
- Repeat bookings separated from first time bookings in monthly notes
Strategy: What we did and why it worked
We used a practical plan that fits career coaching search behavior. People usually search in stages: first for clarity, then for tactics, then for a coach when they feel stuck.
So we built the website to support that journey. We improved technical health, rebuilt the core pages for high intent queries, added content that answers real questions, and strengthened internal linking so authority flowed to the booking pages.
The strategy had five connected parts:
- Measurement and conversion tracking first
- Technical cleanup so Google crawls the right pages cleanly
- Offer pages rebuilt around intent and outcomes
- Content clusters that support the offer pages
- Trust improvements that reduce hesitation before booking
Phase 1: Keyword map and page structure built around real intent
From May 12 to May 24, 2025, we built a keyword map tied to actual buying intent. Instead of chasing high volume, we focused on searches that often lead to booking: interview help, career change, resume strategy, leadership transitions, and job search accountability.
We also identified which pages should rank for which topic, so the site stopped competing with itself. This made it easier for Google to choose the right page for each query.
Keyword groups we prioritized:
- Career change coaching
- Interview coaching and mock interviews
- Resume and LinkedIn optimization
- Leadership coaching for new managers
- Career coaching for burnout and work stress
- Local intent: Ann Arbor career coach and nearby variations
Phase 2: Technical SEO and speed fixes to remove silent blockers
From May 25 to June 10, 2025, we fixed crawl and speed issues that reduce ranking stability. Career coaching platforms often have many pages, and small technical problems can weaken the whole site.
We cleaned duplicates, improved internal navigation, fixed broken links, and optimized mobile loading. This helped both Google and users, especially on fast “I need help now” searches.
Technical improvements included:
- Metadata cleanup on duplicate or overlapping pages
- Indexing checks and sitemap updates for key landing pages
- Mobile performance improvements on the booking and service pages
- Broken links and redirect chain fixes
- Basic schema where accurate: Organization, FAQ, and Review markup
Phase 3: Core landing pages rebuilt to convert searchers into bookings
From June 11 to July 20, 2025, we rebuilt the main pages that should drive bookings. Each page became specific, outcome focused, and easy to scan.
We avoided hype and used plain language: who this is for, what you get, what happens in a session, and what to do next. That improved rankings, and it improved trust once visitors landed.
What we improved on each core page:
- Clear opening: the exact problem and the next step
- Outcomes explained simply, without big promises
- Process clarity: what happens in session one, session two, and beyond
- Proof blocks: testimonials, coach credentials, and examples
- FAQs built from real discovery questions and Search Console queries
- Strong internal links from related content pages
Phase 4: Content clusters that support bookings
From July 21 to December 5, 2025, we published content that matched real search questions, then connected it to booking focused pages. This created compounding traffic, not one time spikes.
We built clusters around each service, so content supported a clear page instead of floating alone. This is one of the fastest ways to make SEO feel predictable for a coaching platform.
Content themes that performed best:
- “How to” guidance: interviews, resumes, job search plans
- Decision content: career change, choosing a path, confidence at work
- Timelines and expectations: how long progress takes, what sessions look like
- Local intent: Ann Arbor context added naturally where it helped
Phase 5: Trust and conversion improvements based on behavior data
Throughout the campaign, we used behavior data to reduce friction. If users scrolled but did not book, we adjusted page layout, added clarity, and made the next step feel easier.
We did not rely on aggressive popups. We focused on simple trust and clarity that fits a career coaching audience.
Conversion improvements included:
- Clearer booking callouts with “what happens next” text
- Shorter, cleaner booking steps on mobile
- Better coach matching cues so users felt confident choosing
- Trust blocks closer to booking buttons, not buried at the bottom
Monthly execution and results: Ann Arbor campaign performance in 2025
Below is the month by month breakdown showing what we worked on and what changed in the numbers. Each month includes actions and measurable results, without using tables.
May 2025: Baseline, tracking cleanup, and quick wins
In May, we finalized tracking, validated booking attribution, and completed the SEO audit. We also built the keyword map and fixed quick on page issues that were blocking clicks. This month was about clean measurement and early relevance improvements.
Key work completed:
- GA4 booking events verified with scheduling confirmations
- Search Console review, sitemap validation, indexing checks
- Title and heading updates on top landing pages
Results for May 2025:
- Organic sessions: 980
- Session bookings from organic: 16
- Booking conversion rate: 1.6%
June 2025: Technical cleanup and service page rebuild begins
In June, we improved mobile speed, cleaned metadata overlaps, and strengthened site structure. We rebuilt the first set of booking focused pages so they matched intent and explained outcomes clearly. Early ranking movement showed up in long tail job search queries.
Key work completed:
- Crawl cleanup and internal linking improvements
- Rebuild of the main career coaching landing page
- FAQ sections added using real questions and query data
Results for June 2025:
- Organic sessions: 1,180
- Session bookings from organic: 20
- Booking conversion rate: 1.7%
July 2025: More landing pages, clearer offers, better user flow
In July, we expanded core pages for interview coaching and resume support, because those had strong intent and high booking potential. We also improved the user path from content to booking pages, so visitors had fewer dead ends.
Key work completed:
- Two high intent offer pages rebuilt and expanded
- Trust blocks added near booking steps
- Internal links added from top pages to booking pages
Results for July 2025:
- Organic sessions: 1,520
- Session bookings from organic: 26
- Booking conversion rate: 1.8%
August 2025: Content clusters start and CTR improves
In August, we published the first cluster of content tied to career change and interview anxiety searches. We also used Search Console data to improve titles for pages with impressions but weak clicks. That increased traffic without needing huge ranking changes.
Key work completed:
- Content cluster published for career change and interview prep
- Title rewrites for stronger click intent and clarity
- Coach bio pages improved with clearer expertise signals
Results for August 2025:
- Organic sessions: 1,950
- Session bookings from organic: 32
- Booking conversion rate: 1.9%
September 2025: Local intent push for Ann Arbor and conversion refinements
In September, we strengthened Ann Arbor relevance naturally, without stuffing city names. We also improved booking page layout based on Clarity sessions, especially on mobile where drop offs were higher.
Key work completed:
- Local intent optimization on key pages for Ann Arbor searches
- Booking page friction fixes: shorter sections, clearer next step copy
- More internal links from guidance content to service pages
Results for September 2025:
- Organic sessions: 2,420
- Session bookings from organic: 38
- Booking conversion rate: 2.0%
October 2025: Competitive gap pages and trust upgrades
In October, we reviewed competitors ranking for specific niches and built pages to cover those gaps. We also upgraded proof sections with clearer testimonials and session outcomes, keeping language realistic and grounded.
Key work completed:
- New niche pages built: leadership transitions and burnout support
- Testimonials reorganized for faster scanning and trust
- FAQ expansions based on new query data
Results for October 2025:
- Organic sessions: 2,950
- Session bookings from organic: 44
- Booking conversion rate: 2.1%
November 2025: Scaling content and strengthening internal linking
In November, we published more high intent content and strengthened internal linking across the site. We focused on “decision stage” queries, because those visitors often book within the same week if the page answers their concerns.
Key work completed:
- More decision stage content published and linked to offers
- Internal linking updates from high traffic posts to booking pages
- Speed checks and small technical fixes from Search Console alerts
Results for November 2025:
- Organic sessions: 3,380
- Session bookings from organic: 49
- Booking conversion rate: 2.2%
December 2025: Peak results and clear before vs after proof
In early December, we refined top landing pages using query level insights. We improved page openings, clarified the first session promise, and tightened CTAs so the next step felt simple. This helped the platform convert the increased traffic into confirmed bookings.
Key work completed:
- CTR focused improvements on top landing pages
- Booking path simplification for mobile users
- Final content refresh on the highest converting topics
Results for December 2025:
- Organic sessions: 3,890
- Session bookings from organic: 52
- Booking conversion rate: 2.3%
Before vs after proof: What changed from May to December 2025
The clearest proof is the booking growth, supported by traffic growth and conversion improvements. This is important because it shows the result was not only “more visitors,” but also “more visitors who were ready to book.”
Core comparison:
- May 2025 bookings: 16
- December 2025 bookings: 52
- Increase: 225% growth in session bookings from SEO
Supporting improvements:
- Organic sessions: 980 to 3,890 per month
- Booking conversion rate: 1.6% to 2.3%
- Higher share of non branded traffic landing on offer pages, not only blog pages
- More consistent monthly booking volume, not one time spikes
What mattered most: The drivers behind the 225% increase
This campaign worked because the platform stopped trying to rank with general pages. Once each offer had a clear page and clear supporting content, Google could understand relevance and users could understand value quickly.
The biggest drivers:
- Specific offer pages built around real intent, not vague coaching language
- Content clusters that supported booking pages through internal linking
- Trust improvements placed where users decide, not hidden at the bottom
- CTR improvements using Search Console, which increased clicks even before top rankings
- Conversion fixes based on behavior data, especially on mobile
Closing: What this means for career coaching platforms in Ann Arbor
This Ann Arbor career coaching platform partnered with Goforaeo on May 12, 2025, and by December 5, 2025 SEO became a reliable channel for session bookings. The growth was tracked through confirmed bookings, not guesses, and it followed a clear month by month build.