SEO Case Study: How a Language Learning Platform Increased Enrollments by 280%
In May 2025, a language learning platform based in Berkeley, California partnered with Goforaeo because organic search was not bringing enough steady enrollments. They had great instructors and solid course reviews, but Google mostly sent branded traffic and a small amount of mixed intent visitors. They wanted more people to discover their programs through real search terms and enroll without depending on constant promotions.
This case study shares the exact timeframe, the monthly work, and the proof showing how enrollments from organic search grew in Berkeley. Everything is explained in simple words so you can clearly see what changed and why it worked.
Campaign snapshot: dates, timeframe, location, and headline result
The SEO campaign ran from May 19, 2025 to November 30, 2025. The main location focus was Berkeley, California, plus nearby searches from Oakland, Emeryville, Albany, and the East Bay because many learners search by area. The platform offered online learning, but local trust and local intent still helped a lot.
The main outcome was measured as new course enrollments from organic search. In May 2025, organic enrollments were 70. In November 2025, organic enrollments reached 266, which is a 280% increase.
Supporting growth signals stayed strong too:
- Organic sessions to course pages: 3,480 in May 2025 to 10,920 in November 2025
- Google Search Console clicks: 1,240 in May 2025 to 3,980 in November 2025
- Keywords in top 3 positions: 4 in May 2025 to 19 in November 2025
- Organic enrollment conversion rate: 2.01% in May 2025 to 2.44% in November 2025
About the client: what they offer and what was not working
This client is a language learning platform headquartered in Berkeley offering structured courses for adults. They had programs for beginners through advanced learners, plus a mix of live classes, private lessons, and test preparation. Their content was good, but Google did not clearly understand which pages to rank for program searches.
Before the campaign, the site relied heavily on a few pages and branded searches. Many program pages were too thin, some topics overlapped, and the internal linking did not guide Google or users toward the highest value pages. The result was predictable: traffic arrived, but it did not always turn into enrollments.
Baseline metrics: May 2025
We used May 2025 as the baseline month because the campaign started in May and performance was consistent before improvements kicked in. These numbers were captured using the same tracking rules that stayed in place through the entire project.
Baseline performance in May 2025:
- Organic enrollments: 70
- Sessions to course and enrollment pages: 3,480
- Search Console clicks: 1,240
- Search Console impressions: 41,600
- Keywords in top 3: 4
- Conversion rate from course page traffic: 2.01%
What we found in the first two weeks
During the first two weeks, we reviewed the site like a real student searching for classes in Berkeley. We also reviewed how Google was crawling the site and which queries were driving impressions. The biggest pattern was clear: the platform had demand, but the site did not match the way people search for language programs.
Many searchers were looking for things like “Spanish classes Berkeley,” “English conversation classes Berkeley,” “Japanese course online,” and “IELTS prep Berkeley.” The platform had options that fit these needs, but the pages were not structured clearly enough to win top positions consistently.
Key problems we identified early:
- Program pages were missing clear sections: outcomes, level, schedule, pricing ranges, and FAQs
- Multiple pages competed for the same topic, so rankings were unstable
- Internal links from blogs and resources did not point strongly to enrollment pages
- Local trust signals were light, so Berkeley intent terms were harder to win
- Tracking did not separate enrollments by channel cleanly, so reporting was messy
Tracking setup: what counted as an enrollment from SEO
Before we changed content and pages, we cleaned measurement so results stayed honest. We did not want a traffic story, we wanted an enrollment story. So we defined “enrollment” clearly and tracked the full funnel steps that lead to it.
We counted these as enrollments from organic search:
- Completed checkout for a course or plan after an organic session
- Completed registration when payment happened offsite, verified in backend logs
We also tracked supporting actions to improve conversion:
- “Book a placement test” submissions
- “Schedule a call” clicks and completed bookings
- Email signups from organic course pages
- Clicks on “View schedule” and “Choose level” buttons
Strategy overview: the simple plan we followed
We focused on building a clear set of pages that Google can rank and that students can trust. We avoided publishing random blogs just to increase page count. Instead, we built a program-led structure, improved local relevance for Berkeley searches, and tightened the mobile enrollment path.
The strategy had four connected parts, and each part supported the next. That is why results rose month by month instead of spiking once.
Part 1: Fix technical and page structure issues that blocked rankings
We cleaned duplicates, improved crawl paths, and made sure the right pages were indexable. We also simplified site structure so each main program had one primary page that Google could treat as the best result.
Key technical actions:
- Canonical and redirect cleanup where overlapping pages competed
- Sitemap improvements so program pages were discovered faster
- Internal linking upgrades from high traffic pages to enrollment pages
- Mobile speed improvements on course pages and checkout steps
Part 2: Build strong program pages that match real search intent
Language learners search by language, level, outcome, and location. We rebuilt program pages to reflect that. Each program page became a clear landing page with simple answers and obvious next steps.
Program page improvements included:
- Clear level breakdown: beginner, intermediate, advanced
- Outcomes and who it is for: travel, work, school, test prep
- Schedule and format clarity: online, in person, hybrid
- Trust content: reviews, instructor highlights, FAQs near the enrollment button
Part 3: Create content clusters that bring discovery traffic and guide it to enrollment
We created a content plan around how people decide before enrolling. These are not “fun facts” posts. They are decision support pages that answer questions like “how long does it take,” “which level should I choose,” and “what should I expect in the first month.”
Content cluster themes we built:
- Placement and level guides: choosing the right level
- Outcome pages: conversation fluency, business language, exam prep
- Local intent pages: Berkeley classes and East Bay searches
- Comparison pages: group classes vs private lessons
Part 4: Improve conversion on mobile so more visitors enroll
Traffic growth helps, but enrollment growth requires a smooth journey. We improved forms, button placement, and clarity around pricing and next steps. We also reduced confusion by adding short “what happens next” sections after key actions.
Conversion improvements we shipped:
- Stronger “Enroll” and “Book placement test” buttons above the fold
- Shorter forms with fewer required fields
- Clearer pricing language and plan explanation
- Better trust placement near checkout: policies, support, and FAQs
Month by month work and results: May 2025 to November 2025
Below is the monthly timeline showing what we implemented and how metrics moved. Each month includes the main tasks completed and the measurable results tied to organic search.
May 2025: kickoff starting May 19, 2025
May focused on audits, tracking cleanup, and quick wins on pages already getting impressions. We mapped core keywords to the correct program pages and found where pages overlapped. We also improved titles and headings on top landing pages to lift click through.
Work completed in May:
- GA4 and Tag Manager conversion tracking: enrollments, placement test, call booking
- Search Console review: query mapping, indexing checks, page focus issues
- Quick on page improvements on the top 10 entry pages
May results used as baseline:
- Organic enrollments: 70
- Course page sessions: 3,480
- Search Console clicks: 1,240
- Keywords in top 3: 4
June 2025: program page rebuild and internal linking push
June was about making core program pages strong enough to rank and convert. We rebuilt key pages with clearer structure and FAQs based on real queries. We also improved internal links from the homepage, navigation, and resource pages into those programs.
Work completed in June:
- Rebuilt 3 priority program pages with level and outcome sections
- Added FAQ blocks based on Search Console questions
- Internal linking upgrades to push authority into enrollment pages
June results:
- Organic enrollments: 88
- Course page sessions: 4,260
- Search Console clicks: 1,520
- Keywords in top 3: 6
- Conversion rate: 2.07%
July 2025: local Berkeley relevance and trust upgrades
July focused on local intent and trust. We improved Berkeley location signals naturally, without stuffing keywords. We also added clearer instructor and classroom proof, plus local context about learning options and scheduling.
Work completed in July:
- Improved Berkeley service area sections across core pages
- Added local FAQs: parking, class times, placement steps, support
- Strengthened trust blocks: reviews, instructor highlights, student outcomes
July results:
- Organic enrollments: 112
- Course page sessions: 5,310
- Search Console clicks: 1,930
- Keywords in top 3: 9
- Conversion rate: 2.11%
August 2025: content clusters for discovery and decision support
August was content focused, but tied directly to enrollments. We published pages that help learners choose the right level and format. Each piece linked to the correct program page and to the placement test where needed.
Work completed in August:
- Published 6 decision support pages: level choice, learning plan, private vs group
- Added internal links from every guide to program pages and enrollment steps
- Improved snippets with clear headings and short answer sections
August results:
- Organic enrollments: 146
- Course page sessions: 6,720
- Search Console clicks: 2,420
- Keywords in top 3: 12
- Conversion rate: 2.17%
September 2025: expand into more language pages and fix content overlap
September focused on scaling what worked while removing overlap. We expanded program coverage for more language searches and tightened page focus so one page owned one intent. This stabilized rankings and reduced page competition.
Work completed in September:
- Created and upgraded 4 additional program pages for high demand searches
- Merged or reworked overlapping pages that competed for the same terms
- Internal linking refresh to push more authority into top converting pages
September results:
- Organic enrollments: 179
- Course page sessions: 8,010
- Search Console clicks: 2,980
- Keywords in top 3: 15
- Conversion rate: 2.23%
October 2025: push page two keywords into top positions
October was focused on ranking lifts. We used Search Console to find keywords sitting in positions 6 to 15 and improved those pages for stronger relevance and better click through. We also strengthened FAQs again using newer queries.
Work completed in October:
- Title and section refinements for pages ranking on page two
- Added clearer “choose your level” sections and stronger internal links
- Conversion improvements: shorter placement form and clearer next steps
October results:
- Organic enrollments: 222
- Course page sessions: 9,460
- Search Console clicks: 3,520
- Keywords in top 3: 17
- Conversion rate: 2.35%
November 2025: consolidation and the proof month
November focused on tightening everything that already worked. We refreshed high traffic pages with clearer language, expanded FAQs to remove last minute doubts, and improved the enrollment path on mobile. We also reduced friction in checkout by clarifying plan details and support options.
Work completed in November:
- Refreshed top program pages with updated FAQs and clearer outcomes
- Strengthened internal links from content hubs into enrollment pages
- Checkout clarity updates: plan explanation, support, and policy visibility
November results:
- Organic enrollments: 266
- Course page sessions: 10,920
- Search Console clicks: 3,980
- Search Console impressions: 118,700
- Keywords in top 3: 19
- Conversion rate: 2.44%
Before vs after proof: May 2025 compared to November 2025
This comparison uses the same enrollment definition and tracking setup across the entire campaign. May 2025 is the baseline month. November 2025 is the final month in the campaign window.
Before, May 2025:
- Organic enrollments: 70
- Course page sessions: 3,480
- Search Console clicks: 1,240
- Keywords in top 3: 4
- Conversion rate: 2.01%
After, November 2025:
- Organic enrollments: 266
- Course page sessions: 10,920
- Search Console clicks: 3,980
- Keywords in top 3: 19
- Conversion rate: 2.44%
The enrollment growth is simple and direct: 70 to 266, which equals a 280% increase.
What drove the 280% increase in enrollments
The biggest driver was building strong program pages that match how students search. When a page clearly answers level, schedule, outcomes, and next steps, it ranks better and converts better. This also improved lead quality because students knew what they were signing up for.
The second driver was content that helps decisions. Many learners are unsure where to start, so level guides and comparison pages removed hesitation. The third driver was conversion work, because small improvements to mobile layout, forms, and checkout clarity raised enrollments without needing extra ad spend.
Tools used: the exact stack behind the work
We used a practical tool stack focused on rankings, content performance, and conversion. Tracking came first, then technical auditing, then conversion behavior tools to reduce drop offs.
Tracking and reporting tools:
- Google Analytics 4: enrollment conversions and landing page performance
- Google Tag Manager: event tracking for enrollments, placement tests, and bookings
- Google Search Console: queries, clicks, impressions, and index coverage checks
- Looker Studio: monthly dashboards and trend reporting
SEO and technical tools:
- Screaming Frog: crawl audits, duplicates, internal link review, and index checks
- Ahrefs and Semrush: keyword research, competitor gaps, and content opportunities
- PageSpeed Insights: mobile speed checks for course and checkout pages
Conversion tools:
- Hotjar: heatmaps and scroll tracking to find drop off points
- Backend enrollment reports: validation of organic enrollment counts
Key takeaways for education and course brands in Berkeley
If you want more enrollments from SEO, you need pages built for real learner intent, not just a general homepage. Program pages must be clear, local trust must be visible, and internal links must guide users from discovery content into enrollment. When the enrollment path is smooth on mobile, growth compounds faster.
This Berkeley project worked because we improved visibility and conversion together. The result was steady month by month growth with clear proof, not a one time spike.