SEO Case Study for Software Company That Makes Exam Preparation Apps
This SEO case study is for a software company who offers free and pro exam preparation mobile apps to help students practice for over 100 certifications and licenses. The success of this story is how Pocket Prep increased its brand awareness and popularity through keyword research and on-site optimization over an 18 month period of SEO.
When Pocket Prep hired Nord SEO for new White Hat SEO strategies, they quickly learned that the keywords they originally chose were not actually what students were always searching for while looking for resources to study or practice for their exams. This discovery also helped them understand that each exam involved different keyword variations — rather than using the same keywords for all of them. For most certifications and licenses, students searched for “practice tests” while others searched “exam preparation”, “study guide”, or even “question banks” and “data dumps”. Our first task was to accomplish a comprehensive audit to see which keywords they were already appearing for, as well as a top-competitor analysis to find more keywords which Pocket Prep should be appearing for. This provided a starting-list for a keyword discovery cycle and finding content gaps which they needed to fill-in to achieve a better average position among their competitors. This was followed with deep keyword research for over 100 exams — all in various fields and professions such as Medical, Nursing, Computer Hacking, Emergency & Paramedic, Financial, CPAs and even placement tests for the Army. The final tasks of Phase 1 SEO (assessment and research) were to drill-down each Tier 1 keyword — to discover all of the short-tail and long-tail keyword possibilities. These keywords lead to a long list of topics and ideas for content marketing strategies which guided their bloggers, and info-based articles for many months ahead. These short-tail and long-tail keywords also provided insights to numerous questions which students Google’d — asking what kind of salary will they earn, how long it takes to become their desired title, or how to go about earning their certifications or licenses.
The Competitive Aspect
The most challenging aspect of this SEO project was the level of competition they were up against. Their competitors such as mometrix.com, studyguidezone.com, kaplan.com and study.com had a long run ahead of Pocket Prep with a solid history on Google’s SERPs — dominating all of the exam preparation resources online. This made it very difficult for Pocket Prep to wedge itself into the top 5 positions from its lonely past since 2011 in the 25th average position from which they finally emerged from.