AAPathways provides career pathways and aptitude resources for job seekers and professionals. They needed customised SEO consulting to optimise their site for search engine friendliness and drive more qualified traffic to their key conversion pages — Job Hunters resources and Practice Aptitude Quizzes.
The challenge was achieving rapid results within a focused 4-month campaign window, requiring precise strategy execution.
Keywords scattered across lower SERP pages
20 of 21 keywords on page 1
Low organic conversion rate
73% conversion increase, Contact Us doubled
Metadata not optimised for search
Technical implementation document driving rankings
Metadata Strategy
Created a comprehensive technical implementation document outlining metadata changes across the site — titles, descriptions, heading structures — designed to improve search engine understanding of each page's purpose.
Keyword Research
Conducted in-depth keyword research specific to career pathways and aptitude testing, mapping 21 targeted keywords to specific pages for maximum relevance.
Entry Point Expansion
Created multiple entry points for search engines to crawl the site's pages, using keyword-enriched metadata to drive organic traffic across different sections.
In just four months, 20 of 21 targeted keywords reached page 1, with close to half consistently performing in the top 5. Organic traffic grew 88% while goal conversions increased 73% — including Contact Us form submissions nearly doubling.
Users grew 79% and pageviews increased 72% between the strategy implementation and campaign end, demonstrating the rapid impact of focused metadata optimisation.