200% New Monthly Enrolments For Coding Bootcamp

Rocket Academy offers coding bootcamps and tech training for individuals looking to transition into software engineering and other high-demand tech roles.

Their Marketing Lead wanted to scale organic traffic and attract more qualified prospects who were actively researching coding schools, career pathways and tech skill development.

They approached Growthmustard with a clear objective: increase high-quality student enrolment enquiries and outcompete other coding bootcamp brands.

Client

Rocket Academy

Outcomes

Search Capture, Conversion Rate Optimisation

Services

SEO, SEM, Website Design

The Problem


Prior to Mustard, Rocket Academy mainly relied on freelance support for SEM and lacked any strong organic presence on Google.

Incumbent coding bootcamp providers with strong reputations like Le Wagon and General Assembly were easily outranking smaller bootcamp providers.

Rocket Academy was no where to be found on the first page of Google for high-value coding related terms like: "coding bootcamp", "coding courses", etc.

Moreover, their Google Ad leads were highly expensive and they had no visibility into what was working. This made it hard to scale their ad spend reliably and confidently.

Rocket Academy wanted a partner that could help them execute a more strategic, data-driven approach that could deliver measurable improvements; not just a bunch of keyword rankings.

  1. Make ads profitable, predictable and more efficient than ever before.
  2. Build out SEO roadmap to capture high-quality leads
  3. Redesign landing page to improve engagement & conversion
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Our Approach


Using a structured, data-led framework designed specifically for student enrolment marketing, we did the following:
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  1. Refreshed ad platform setup: Our strategists started by cleaning up each campaign: turning off losing ads and identifying the winning ones. This also included rebuilding the various campaign structures. E.g. Separate campaigns for coding bootcamp, coding courses and direct competitors to improve relevance and lower costs.
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  2. Built an SEO strategy that captured ready-to-enrol searchers: Identified the highest value keyword for each course page and mapped that out visually on Miro (see below). Also deleted/merged pages that had zero value and fixed technical SEO issues.
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  3. Created high value student-led content: We uncovered that mid-career switchers we looking for answer related to skills, employability and career pathways. We created content that actually mattered and funnelled them into free trials. This included writing highly technical content (3,000 words+). This further positioned us as an authority in the eyes of Google and helped us outrank competitors for key pages.
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  4. Invested in internal & external link building: Despite what LinkedIn gurus claim, links are still a core signal for Google (PageRank patent). We secured extremely high quality links for the coding bootcamp page and built a network of internal links across the website.
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  5. Redesigned high-value course pages based on actual data: Instead of just designing for pure aesthetics, we leveraged tools like Microsoft Clarity to understand where actual users stopped, clicked and bounced (see screenshot below).
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Some screenshots of our work:

The Results


Since January 2023, Growthmustard's strategy and implementation have been highly significant:

  • Increased the organic traffic by 1,740% in the first year
  • Organic conversion increased by 3,000%
  • Helped marketing team narrow down their ideal customer profile
  • Identified the top winning ad creative and messaging
  • Won top positions for high value keywords. This included outranking Le Wagon & General Assembly for the term "coding bootcamp".
  • Traffic from Google grew from 1% to 20% of the total website visitors.

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