SEO Case Study: How a Dance Studio Increased Class Signups by 205%
On April 7, 2025, an Austin based dance studio partnered with Goforaeo because their classes were strong, but signups from Google were not consistent. They had branded searches from past students, yet most high intent searches were going to bigger studios and local directories. The website also lacked dedicated class pages, so new visitors could not quickly choose a class or understand the level.
This case study shares the timeline, monthly work, and real numbers behind a 205% increase in class signups from SEO. The growth came from building search friendly class pages, improving local visibility in Google Maps, and reducing signup friction on mobile.
- Location: Austin, Texas
- Campaign dates: April 7, 2025 to November 30, 2025
- Timeframe: Almost 8 months
- Reporting sources: GA4, Google Search Console, Google Business Profile
- Baseline month: March 1, 2025 to March 31, 2025
Studio background and what was holding growth back:
The client is a dance studio in Austin offering group classes and beginner friendly programs, plus occasional workshops. Most new students discover studios by searching on mobile, reading reviews, checking photos, then comparing class type, level, schedule, and pricing. If a site is vague or hard to navigate, people drop off fast and choose a different studio.
The studio had good instructors and real in studio results, but the website was not structured for how people search. Most pages were general, and there was no clear page for each main class type. That made it harder to rank for searches like beginner salsa class Austin, hip hop choreography class near me, or bachata classes Austin.
What was blocking growth from SEO:
- The site did not have dedicated pages for each major class style
- Several pages overlapped on similar keywords, causing internal competition
- Beginner intent questions were not answered clearly, so trust was weaker
- The schedule and signup journey had too many steps on mobile
- The Google Business Profile was not active enough compared to competitors
Who the SEO work was for:
Most organic signups came from three main groups. Each group searches differently, so we built pages to match the exact intent. This is what helped rankings and signups grow together.
- Beginners: searches like beginner dance classes, first class, no partner, what to wear
- Social learners: searches like salsa classes, bachata nights, date night dance, Latin dance Austin
- Fitness and hobby seekers: searches like hip hop class, choreography class, weekly dance class schedule
Tracking setup and baseline numbers:
Before changing pages or publishing new content, we fixed measurement so results could be trusted. We tracked class signup completions, schedule clicks, and Google Business Profile actions like calls and direction requests. We also tracked class page sessions because those visitors are usually closer to joining.
Baseline period: March 1, 2025 to March 31, 2025
Baseline numbers from March 2025:
- Organic sessions: 2,450
- Class page sessions: 510
- Google Business Profile actions: 620
- Class signups from organic: 98
- Signup conversion rate from organic sessions: 4.0%
Strategy overview: why this SEO approach worked:
We focused on searches that show someone is ready to choose a class, then built pages that answer the exact questions. We also improved internal linking so users could move from class info to schedule to signup without getting lost.
The plan had five parts:
- Fix technical issues and speed: so mobile visitors did not bounce
- Build class pages around search intent: so each class style can rank
- Strengthen local search signals: so the studio shows up more in Maps
- Add trust and clarity content: so beginners feel safe to join
- Remove signup friction: so more visits become enrollments
Phase 1: Local search foundation and visibility fixes:
We started with local, because dance studios win first in Maps. People compare a few listings and choose quickly based on reviews, distance, photos, and class types. We improved the Google Business Profile and cleaned citation signals so the studio looked consistent and active.
What we did in local SEO:
- Updated primary and secondary categories for class intent
- Added missing attributes like beginner friendly, group classes, and studio details
- Improved photos to show the studio space, instructors, and real class moments
- Started weekly Google posts for beginner programs and workshops
- Cleaned up citations so name, address, phone, and hours matched everywhere
Phase 2: Class pages built from real search intent:
Class pages were the main growth lever. Before this work, visitors had to guess what the studio offered. We created dedicated pages for each main class type, designed for mobile scanning and beginner clarity.
What each class page included:
- What the class is and who it is for
- Level guidance, including beginner friendly notes
- What to wear, what to bring, and what to expect in the first class
- Schedule and pricing links placed clearly
- Calls to action like view schedule and book your first class
Class pages created or rebuilt:
- Hip hop classes
- Salsa classes
- Bachata classes
- Contemporary classes
- Beginner foundations
Phase 3: Trust signals and supporting pages that reduce hesitation:
Once class pages started ranking, we focused on trust and clarity. Beginners often worry about feeling awkward, being judged, or not knowing what to do. Addressing these worries on the site improves conversion.
Trust content we added:
- Beginner FAQ with no partner needed, what to wear, and class flow
- Instructor bios with teaching style and experience in simple terms
- Pricing explanations that reduce confusion
- Schedule page improvements so times and levels are easy to understand
- Review routine and quick replies to keep freshness high
Phase 4: Conversion improvements in the signup path:
As traffic grew, we reviewed where users dropped off. The biggest drop offs were between class pages, schedule, and checkout on mobile. We shortened the path and made the buttons clearer.
Conversion improvements we made:
- Reduced clicks from class page to booking confirmation
- Added clearer button wording and better placement on mobile
- Improved speed on schedule and checkout pages
- Linked class pages directly to the correct schedule filter
Monthly execution and performance data:
Below is the month by month view from April 2025 to November 2025. Each month includes what we shipped and the outcomes from organic search and local actions. All signups are organic only, tracked in GA4 and confirmed with signup completion events.
April 2025: Fix tracking, local cleanup, and speed work:
In April, we focused on measurement, listing accuracy, and key page speed. This month was foundation work so rankings and conversions could improve steadily.
- April results:
- Organic sessions: 2,620
- Class signups from organic: 112
- Google Business Profile actions: 690
- Organic sessions: 2,620
- Work shipped:
- GA4 conversion tracking for signup completions and schedule clicks
- Google Business Profile cleanup: categories, attributes, photos
- Citation cleanup started and duplicates checked
- Speed improvements on key landing pages
- GA4 conversion tracking for signup completions and schedule clicks
May 2025: Build class page templates and publish core pages:
In May, we created a repeatable class page template and launched the first wave of class pages. We also improved internal linking so the studio’s main pages supported these class pages.
- May results:
- Organic sessions: 3,050
- Class signups from organic: 138
- Google Business Profile actions: 820
- Organic sessions: 3,050
- Work shipped:
- Published core class pages for the biggest programs
- Improved titles, headings, and on page structure
- Linked homepage and schedule pages into class pages
- Added beginner FAQ sections to key pages
- Published core class pages for the biggest programs
June 2025: Expand beginner content and improve schedule discovery:
In June, we leaned into beginner intent because it converts well. We also made schedule discovery easier so visitors could find the right class time faster.
- June results:
- Organic sessions: 3,480
- Class signups from organic: 165
- Google Business Profile actions: 980
- Organic sessions: 3,480
- Work shipped:
- Expanded beginner foundations page and first class guidance
- Improved schedule navigation and class filtering
- Added Austin local notes like parking and nearby areas
- Continued weekly GBP posts and photo updates
- Expanded beginner foundations page and first class guidance
July 2025: Add guidance pages and strengthen trust:
In July, we built supporting pages that help people decide. Many visitors compare styles and levels before joining, so these pages helped both SEO and conversion.
- July results:
- Organic sessions: 4,120
- Class signups from organic: 201
- Google Business Profile actions: 1,140
- Organic sessions: 4,120
- Work shipped:
- Published guidance pages like salsa vs bachata and what to expect
- Added instructor bios and improved credibility sections
- Started a consistent review reply routine
- Strengthened internal links from guidance to class pages
- Published guidance pages like salsa vs bachata and what to expect
August 2025: Refresh pages near the top and build local mentions:
In August, we refreshed pages ranking just outside the top positions and started local authority work with community mentions and event calendars.
- August results:
- Organic sessions: 4,780
- Class signups from organic: 228
- Google Business Profile actions: 1,320
- Organic sessions: 4,780
- Work shipped:
- Content refresh for pages ranking positions 5 to 15
- Internal linking upgrades to support top class pages
- Local authority mentions from community calendars and partners
- More GBP posts focused on workshops and beginner weeks
- Content refresh for pages ranking positions 5 to 15
September 2025: Target long tail intent and improve CTR:
In September, we went deeper into long tail searches. These keywords convert well because they show clear intent, and we also improved click through rate with better titles.
- September results:
- Organic sessions: 5,420
- Class signups from organic: 252
- Google Business Profile actions: 1,480
- Organic sessions: 5,420
- Work shipped:
- Added long tail sections to class pages based on real queries
- CTR updates using Search Console impression and click data
- Expanded FAQs using front desk questions
- Added more media on pages where it helped clarity
- Added long tail sections to class pages based on real queries
October 2025: Reduce friction and increase signup completion:
In October, we focused on conversions because traffic was strong. We simplified booking steps and made CTAs easier to see on phones.
- October results:
- Organic sessions: 6,010
- Class signups from organic: 276
- Google Business Profile actions: 1,610
- Organic sessions: 6,010
- Work shipped:
- Signup flow improvements and fewer steps on mobile
- Clearer CTA placement and button text
- Speed work on schedule and checkout
- Direct links from class pages to class specific schedule views
- Signup flow improvements and fewer steps on mobile
November 2025: Strongest month and clean proof:
In November, the site had enough depth that the studio ranked across many class intents. Local actions were strong, and the signup path was clean, so more visits became enrollments.
- November results:
- Organic sessions: 6,650
- Class signups from organic: 299
- Google Business Profile actions: 1,780
- Organic sessions: 6,650
- Work shipped:
- Final query based content updates from Search Console insights
- Internal linking reinforcement to best converting pages
- Continued local mentions and listing freshness routine
- Schedule clarity tweaks for peak times and popular classes
- Final query based content updates from Search Console insights
Before vs after proof: class signups increased by 205%:
Baseline month was March 2025 and organic signups were 98. The comparison month was November 2025 and organic signups were 299.
- March 2025: 98 class signups from organic
- November 2025: 299 class signups from organic
- Growth: 205% increase
Supporting proof:
- Organic sessions: 2,450 in March 2025 to 6,650 in November 2025
- Google Business Profile actions: 620 in March 2025 to 1,780 in November 2025
What drove the growth: the real reasons:
The biggest driver was class pages built around intent. When someone searched for a specific class style and level, they found a page that answered questions quickly and made signup easy.
The second driver was local search improvement. When the listing became more active and more complete, the studio earned more calls and direction requests, which often turned into signups.
The third driver was conversion work. The studio already offered value, but the online signup steps were slowing people down. Once we reduced friction on mobile, signups accelerated.
Tools used by Goforaeo in this campaign:
- Google Analytics 4: organic sessions, signup completion events, schedule clicks
- Google Search Console: impressions, clicks, CTR changes, query insights
- Google Business Profile: actions, calls, directions, photo and post performance
- BrightLocal: citation audits, listing cleanup support, local tracking
- Screaming Frog: crawl audits, index checks, metadata issues
- PageSpeed Insights and Lighthouse: speed and Core Web Vitals checks
- Ahrefs or Semrush: keyword research, competitor gaps, link tracking
- Google Tag Manager: event tracking for booking and schedule actions
- Looker Studio: monthly reporting dashboards
What other dance studios can take from this:
- Build one strong page for each main class style and level
- Answer beginner questions clearly and early on the page
- Keep the Google Business Profile active with posts, photos, and review replies
- Make schedule and signup easy on mobile
- Use internal links so class pages connect naturally to booking
Closing summary: where the studio stood on November 30, 2025:
By November 30, 2025, the Austin dance studio increased organic class signups from 98 to 299, a 205% jump. Organic sessions grew from 2,450 to 6,650, and Google Business Profile actions rose from 620 to 1,780. The results came from steady monthly work, class pages built for real search intent, stronger local visibility, and a smoother signup experience for mobile visitors.