Strategic marketing increases indexed pages on Google by 238%

Through targeted efforts with social media, SEO, and Google Ads, Hadsten Højskole has achieved faster enrollment for courses and impressive attendance at events. By combining effective technical optimizations with creative campaigns, the school has not only increased visibility but also engagement among their primary audience.

Increased visibility among the target audience

Hadsten Højskole is a general folk high school without a fixed curriculum, offering a wide range of subjects from climbing and podcasting to philosophy and psychology. The school primarily attracts young people aged 18-25 who are looking for a passion-driven and free educational system that focuses on personal development rather than grades and exams.

Students have the opportunity to create their own schedule with both creative, musical, and academic subjects, making the school a unique place for self-development. To further raise awareness, a new marketing strategy was devised.

The goal is to continue reaching the target audience while also making the school visible to young people who may not have previously considered attending a folk high school.

The synergy between Google Ads, SEO, and Social Media

It has proven to be an exceptionally good idea for Hadsten Højskole to integrate Google Ads, SEO, and social media (SoMe) into a unified strategy. By combining these three marketing channels, the school has achieved an effect where each component strengthens the others, contributing to a holistic approach to visibility and engagement.

The SEO efforts ensure that Hadsten Højskole ranks high in organic search results, creating a sustainable online presence. By optimizing content and technical aspects of the website, the school has increased its visibility and attracted visitors actively seeking information about folk high school stays.

The SoMe strategy builds a strong online presence and engages the target audiences in a more personal and interactive way. Through targeted campaigns and authentic content, the school has managed to raise awareness of its offerings.

Google Ads provide immediate results by placing the school's ads in front of potential students precisely when they are searching for relevant educational opportunities. This targeted advertising has generated quick conversions and increased traffic to the website.

SEO optimization

Through the SEO efforts of addressing technical challenges, website structure, and content, the school has experienced a 238% increase in indexed pages on Google. The total number of indexed keywords has increased by 104%, and we have seen a 200% growth in the number of keywords in the top positions (1-3) on Google.

The initiatives include:

Optimization of existing landing pages with a particular focus on keywords and subject areas
Creation of new landing pages with a particular focus on E-E-A-T
Suggestions for blog post topics with a particular focus on helpful content

Prior to the SEO work, a technical SEO analysis was conducted. Based on this analysis, Hadsten Højskole is able to continuously work on updating and optimizing their site and Google ranking.

SoMe campaigns

With MCB's technical setup and guidance on SoMe strategy, along with the school's creative content, several campaigns have been launched on Facebook and Instagram. This resulted in a spring cohort that filled up earlier than usual, and this year's Open House event was the best attended to date.

The branding campaigns consisted of:

Image carousels, video ads, and stories highlighting the school's unique course offerings and environment
A special focus on the free events "Come and Eat" and "Open House," which invited potential students to experience daily life at a folk high school

The campaigns targeted two groups: an unknown audience with few criteria and a known audience based on retargeting. Each campaign ran different ads for each audience to test which format yielded the best results.

Google Ads

To streamline SEO and SoMe efforts, Hadsten Højskole invests in Google Ads.
Here, in addition to the technical setup, MCB has provided advice on optimizations. This involves using keyword analysis and adjusting bid strategies to ensure that all ads not only target more accurately but also operate with the most cost-effective budget.

The following have been set up:

Evergreen campaigns that consistently generate traffic to the website
Targeted ads for specific subject areas and summer courses, attracting a broader audience
Video campaigns on YouTube, optimized through precise audience settings, improving engagement and visibility

The targeted advertising has resulted in relevant traffic and higher conversion rates.

Citat-ikon-hvid

I have had the opportunity to immerse myself in SEO work and creative content because MCB has guided me on what should be done and how it should be done. At the same time, it has been reassuring to know that they have taken care of all the technical aspects. This has given me the time to be creative with the new content, which I have simply delivered, and then MCB has brought it all to life.

We have gained a partner in MCB who is quick to act and respond and has been a great support in becoming visible where our target audience is.

Sofie, Hadsten Højskole

SOFIE LINDEBJERG SØE

Communications Coordinator and Teacher at Hadsten Højskole

Citat-ikon-hvid

The collaboration with Hadsten Højskole has been extremely effective, both in terms of working with a third party that manages Hadsten Højskole's web solution and with Hadsten Højskole itself, which operates quickly, proactively, and with great engagement in the initiatives we continuously suggest. These elements have had a significant impact on the success of the marketing efforts.

FLEMMING C. LUND

Head of SEO & B2B Marketing at MCB

Solving Core Web Vitals issues

One of the challenges on the school's website was that the pages did not comply with Google's Core Web Vitals guidelines, resulting in problems with both load time and usability. This meant that Google chose not to index several important web pages.

In collaboration with Hadsten Højskole's website provider, we resolved these issues and worked simultaneously to improve the structure and content of the website. Using Google Search Console, we identified and rectified a number of challenges, and within a short period, we saw positive results.

A thorough keyword analysis formed the foundation for the content work, where we first optimized the existing content and then created new content where the website lacked optimization.

Continuous optimization and future efforts

A solid foundation has now been established with SEO, Google Ads, and SoMe, each constantly working for the school's visibility and lead generation.

Moving forward, Hadsten Højskole will further develop the initiatives started in collaboration with MCB. Particularly, SEO efforts can always be adjusted to ensure the school continues to achieve good results in search rankings.

With MCB, the school has also tested various approaches, such as TikTok, which has been a great success for many businesses. This way, Hadsten Højskole continues to learn where to focus their next efforts.

Who is Hadsten Højskole?

Hadsten Højskole is a traditional yet modern folk high school located in the charming town of Hadsten in East Jutland. Founded in 1876, the school has evolved over the years into a dynamic and innovative learning environment where curiosity and personal development are at the forefront. The school offers a comprehensive range of subjects and activities, spanning from creative and artistic to theoretical and practical. With a focus on community, engagement, and passion-driven learning, Hadsten Højskole is a place where young people can explore their interests and potentials without the pressure of grades and exams.

The school's facilities are modern and well-equipped, allowing students to immerse themselves in their chosen fields. In addition to the many academic offerings, the school also values social activities and events that strengthen the community and create lasting memories. Hadsten Højskole is not just an educational institution but also a place where lifelong friendships are formed, and students become part of a larger community.

With a strong connection to the local community and an open approach to new ideas and teaching methods, Hadsten Højskole remains a relevant and attractive destination for young people who wish to take a break from the traditional educational path and explore new horizons.