SEO Case Study: How an Online Course Platform Increased Enrollments by 290%
In February 2025, an online course platform headquartered in Palo Alto partnered with Goforaeo because organic enrollments were not keeping up with their course quality. They had good programs and strong instructors, but Google was not sending enough new students for their main courses. Paid ads were filling the gap, yet the team wanted a steady enrollment flow that did not depend on ad spend every month.
This case study shares the exact dates, timeframe, location focus, monthly actions, tools used, and clear before vs after numbers. The company name is adjusted for privacy, but the process and results are real and written in a simple, natural way.
Client Snapshot: Location and Offer
The client is an online course platform based in Palo Alto, California, offering career focused courses like data analytics, product management, UX design, and AI basics. They also ran optional live cohort sessions and weekend workshops in and around Palo Alto, which gave us strong local intent searches to target. Their main problem was not content volume, it was that the site structure did not help Google understand which pages mattered most.
They had many pages that sounded similar, several thin program pages, and a blog that attracted traffic but did not guide users toward enrolling. That is why we treated this SEO campaign like a full system build, not just “write more blogs.”
What We Focused On
We concentrated on searches that show real buying intent, not broad education terms that bring low quality visitors.
- Program intent searches: people searching for a specific course to join
- Comparison searches: people deciding between options and needing clarity
- Local cohort searches: people looking for classes and cohorts tied to Palo Alto
Dates and Timeframe: 2025 Campaign Window
This campaign was run with clean tracking and a clear reporting window, so the proof is easy to validate. We chose a baseline month, kept the same tracking rules throughout, and compared results against the final month after the system was fully in place.
Project start date: February 4, 2025.
Technical and tracking phase: February 4, 2025 to March 14, 2025.
Core program page rebuild: March 15, 2025 to April 30, 2025.
Content and authority growth: May 1, 2025 to August 31, 2025.
Conversion improvements and scaling: September 1, 2025 to October 31, 2025.
Proof window used for reporting: February 2025 through October 2025, with a strong local angle around Palo Alto, California.
How We Tracked Enrollments
We tracked enrollments as confirmed purchases and confirmed signups, not just clicks. This mattered because course sites can look successful with traffic and still fail to grow enrollments.
Tracking setup included:
- GA4 purchase and enrollment confirmation events
- Google Tag Manager for clean event rules
- Search Console for query and page tracking
- CRM order logs for monthly verification
Baseline Before SEO: What Was Holding Growth Back
At the start of February 2025, the site had decent traffic, but much of it was brand traffic and referral traffic. Non brand course discovery was not strong, and many program keywords were stuck on page two. On top of that, important pages were not written to answer the questions people ask before paying.
We also found technical and structure issues that made it harder for Google to rank the correct pages. Several pages competed with each other, internal linking was weak, and the site did not clearly guide visitors from learning content into the program pages. This is why enrollments were not growing as fast as sessions.
Baseline Metrics: February 2025
These were the baseline numbers from February 2025, used as the “before” reference:
- Organic sessions: 18,400
- Search Console clicks: 9,600
- Average CTR: 2.8%
- Keywords in top 10: 42
- Keywords in top 3: 8
- Organic enrollments: 120
- Organic session to enrollment rate: 0.65%
Strategy: The SEO System We Built
We followed a simple plan, but we executed it carefully month by month. The goal was to make Google clearly understand the site, then turn that visibility into enrollments with better page design and a smoother student path.
We used five layers, in this order:
- Technical health and index clarity
- Program pages rebuilt for intent and trust
- Topic clusters that support each program
- Local Palo Alto pages for cohort intent
- Conversion improvements to lift enrollment rate
Keyword and Page Mapping Approach
We avoided creating many pages for the same keyword, because that weakens rankings. Instead, we chose one main page per program and built supporting content that pointed back to it.
We used these keyword groups:
- Core program terms: “data analytics course online”, “UX design course”, “product management course”
- Decision terms: “best course for data analytics”, “course vs bootcamp”
- Local terms: “Palo Alto coding course”, “Palo Alto data analytics cohort”
Tools Used
We kept tools practical so the client could follow progress without confusion. We used a mix of Google tools for proof and SEO tools for execution.
Main tools used:
- Google Analytics 4: conversions, funnels, landing page performance
- Google Search Console: clicks, queries, CTR, index coverage
- Looker Studio: monthly dashboard reporting
- Screaming Frog: crawl audits, duplicate checks, internal link analysis
- Ahrefs: keyword research, content gaps, competitor comparison
- PageSpeed Insights and Lighthouse: speed and Core Web Vitals checks
- Hotjar: behavior tracking, scroll depth, drop off points
Month by Month Actions and Results: February to October 2025
The monthly breakdown below includes what we did and what changed. Each month has short paragraphs and focused bullets so it stays easy to read and still detailed.
February 2025: Audit, Tracking, and Fixing Index Confusion
We started on February 4, 2025 with a full SEO audit and tracking cleanup. The first goal was to remove confusion for Google and remove confusion in reporting. If tracking is messy, the campaign becomes opinion based, so we fixed that first.
Actions completed in February:
- Full crawl and index review to find overlap and thin pages
- Clean GA4 enrollment event setup with verification in CRM logs
- Page mapping: one main page per course topic, clear supporting pages
- Early metadata improvements for key program pages
February results:
- Organic sessions: 18,400
- Organic enrollments: 120
- Top 10 keywords: 42
March 2025: Site Structure, Speed, and Internal Linking Rules
In March, we strengthened the foundation so rankings could scale. Speed and structure changes often show impact after Google recrawls, so we focused on fixes that reduce friction for both users and crawlers. We also set internal linking rules so blog pages would support program pages, not sit alone.
Actions completed in March:
- Template cleanup to improve load time on program and category pages
- Navigation update so key programs were easier to reach
- Internal linking rules added across blog and program pages
- Duplicate content cleanup across similar course descriptions
March results:
- Organic sessions: 20,100
- Organic enrollments: 138
- Top 10 keywords: 54
- CTR improvement: 2.8% to 3.1%
April 2025: Program Pages Rebuilt to Convert
April focused on turning program pages into pages that people trust enough to buy from. Many course sites describe content, but they do not answer doubts, like time commitment, outcomes, and who the course is really for. We built pages that were clear, honest, and easy to scan.
Actions completed in April:
- Rebuilt core program pages with clearer structure and simple language
- Added FAQ sections based on real Search Console questions
- Added trust proof: instructor bios, outcomes, student support details
- Placed CTAs naturally, with strong mobile placement
April results:
- Organic sessions: 22,700
- Organic enrollments: 165
- Top 3 keywords: 14
- Session to enrollment rate: 0.65% to 0.73%
May 2025: Topic Clusters That Support Each Program
In May, we built supporting content that connects directly to enrollment pages. Instead of random blog topics, every content piece was designed to solve a real question that appears before someone joins a course. This helped rankings and also helped users move from learning into buying.
Actions completed in May:
- Built program support pages: roadmaps, beginner guides, portfolio tips
- Created comparison content that helped “deciding” searches convert
- Connected every supporting article to one main program page
- Updated older blog posts to match the new structure
May results:
- Organic sessions: 26,900
- Organic enrollments: 205
- Top 10 keywords: 71
- More non brand queries reached top 20, setting up page one gains
June 2025: Palo Alto Local Pages and Cohort Intent
June focused on local intent without forcing it. The client had real cohorts and meetups, so we built pages that were genuinely useful to Palo Alto searchers. We avoided thin “location swap” pages and wrote pages that matched actual schedules, formats, and common local questions.
Actions completed in June:
- Built Palo Alto cohort pages with real details and clear enrollment paths
- Added local FAQs: schedules, format, prerequisites, nearby transit notes
- Strengthened Google Business Profile signals for local brand discovery
- Added schema for events and local program offerings where relevant
June results:
- Organic sessions: 30,800
- Organic enrollments: 258
- Top 10 keywords: 93
- Palo Alto cohort pages began ranking for local course searches
July 2025: Authority Growth and Better “Decision” Pages
In July, we pushed pages that help people decide, because those pages often bring the highest quality enrollments. We also improved authority signals by strengthening content credibility and earning a few relevant mentions through partnerships and guest content.
Actions completed in July:
- Built “course vs bootcamp” and “best course for” decision pages
- Added proof sections: outcomes, student support, instructor credibility
- Earned mentions through podcasts, local education communities, partners
- Improved internal links so decision pages pushed users into program pages
July results:
- Organic sessions: 33,600
- Organic enrollments: 305
- Top 3 keywords: 22
- Several program pages improved from positions 8 to 12 into positions 3 to 6
August 2025: Scaling Winners and Updating What Ranked
August was about improving what already worked. We reviewed the top landing pages by clicks and enrollments, then improved clarity where users were dropping off. This month was less about volume and more about quality and polish.
Actions completed in August:
- Rewrote sections on top pages with high drop off behavior
- Improved snippet writing and titles to lift CTR
- Expanded FAQs for pages ranking in positions 4 to 12
- Updated curriculum summaries and outcomes messaging for clarity
August results:
- Organic sessions: 36,900
- Organic enrollments: 352
- Top 10 keywords: 131
- CTR improvement: 3.1% to 3.8%
September 2025: Conversion Rate Improvements and Checkout Friction Fixes
In September, we focused heavily on conversion. Even strong rankings can fail if checkout is confusing or if pricing and schedule information is hard to find. Hotjar showed hesitation points, so we fixed the parts that slowed decisions.
Actions completed in September:
- Simplified checkout steps and reduced form friction
- Made pricing, schedule, and format easier to scan
- Added trust signals near CTAs and near checkout
- Improved mobile enrollment path with fewer taps to purchase
September results:
- Organic sessions: 39,800
- Organic enrollments: 410
- Session to enrollment rate: about 1.03%
- Higher quality enrollments, with fewer refund requests reported by the client
October 2025: Stabilization and Hitting the 290% Increase
October was focused on protecting rankings and keeping growth stable. We refreshed top pages with updated details, cleaned any new overlap issues, and kept local pages active with real updates. We also monitored Search Console for sudden drops and fixed small technical problems quickly.
Actions completed in October:
- Refreshed the top program pages with updated content and FAQs
- Fixed any duplicate pages created over time
- Continued local cohort page updates with real dates and information
- Expanded internal links to support the highest converting programs
October results:
- Organic sessions: 41,700
- Organic enrollments: 468
- Top 10 keywords: 168
- CTR: 4.1%
Before vs After Proof: February 2025 vs October 2025
The proof comparison uses the baseline month and the final month in the same year, with the same tracking rules. This keeps the comparison fair and clear.
Before, in February 2025:
- Organic enrollments: 120
- Organic sessions: 18,400
- Top 10 keywords: 42
- CTR: 2.8%
- Enrollment rate: 0.65%
After, in October 2025:
- Organic enrollments: 468
- Organic sessions: 41,700
- Top 10 keywords: 168
- CTR: 4.1%
- Enrollment rate: about 1.12%
Enrollment growth proof:
- Increase from 120 to 468 enrollments per month
- Net increase: 348 enrollments per month
- Percentage increase: 290%
Why This Worked: Simple Explanation
This worked because we fixed the core system first, then scaled what Google and users responded to. Google needs clarity on page purpose, and students need clarity on outcomes, time, and trust. When both are handled, rankings improve and conversions improve at the same time.
The second big reason was that we built content that supports enrollments, not content that only chases traffic. Supporting pages were designed to answer questions that naturally lead to enrolling, and internal links guided users to the right program pages.
Key Learnings and What We Would Do Earlier
Even with strong results, there were a few things we would start earlier next time. Decision pages like comparisons converted very well once they ranked, so we would build more of those earlier. We would also do checkout friction fixes sooner, because that lifted enrollment rate quickly.
What we would prioritize earlier:
- More comparison pages tied to each main program
- Earlier conversion testing on mobile checkout
- Earlier “proof” content like outcomes, instructor trust, student support clarity
Takeaways for Course Platforms in Palo Alto
If an online course platform wants consistent enrollments from SEO, it needs structure, intent matching, and conversion clarity. One strong page per program, supported by helpful clusters, tends to beat a site with many overlapping pages. Local pages work best when they are real, updated, and connected to true cohort demand.
From February 2025 through October 2025 in Palo Alto, California, this system increased organic enrollments from 120 per month to 468 per month, proving a 290% increase from SEO. This is the kind of growth that turns SEO into a steady enrollment channel, not a short term spike.