ABOUT

IPAG Business School is a non-profit organisation based in France. The school wanted to target prospective students based outside France, hoping to increase organic reach for students living and searching outside of France as well as recruitment applications and contact form enquiries.

An initial research and discovery phase uncovered that IPAG’s website was sending mixed messages to Google internationally via broken ‘hreflang’ tags.

The site’s navigation and content was then overhauled to maximise its Google ranking potential and conversion rates.

Copy, imagery and page structure was then optimised for each target country, so the content answered as many questions as users in each country were asking.

To complement the on-site work, a link campaign gained signals from student listings journals and overseas university directories.

The campaign turbocharged organic traffic by 166%, increased student applications by 118%, and increased contact form completions by 48%.