Source-backed interpretation.
Editorial interpretation is derived from the original DMAasia/WION video description and transcript. Statements by speakers remain attributed to the source; no unverified current-role or performance claim has been added.
Use this case as a source-led test of how brand trust was applied to effectiveness; keep every stated result attributed to the original entry.
Source signal, edited only for readability.
Three takeaways worth carrying forward.
- 01
Start with the stated problem: brand trust.
- 02
Inspect how the source connects innovation to AI—then test the mechanism, not just the headline.
- 03
Treat every stated result as a source claim until it is reconciled with the official case and award record.
What the transcript puts on the table.
These well-planned additions were meticulously designed to captivate user attention and effectively steer them towards the desired actions, ultimately elevating the user experience and significantly boosting the conversion rate.
The campaign incorporated key elements of research and user experience, which we refer to as search experience optimization or the modern SEO approach.
To increase our visibility in search results, we focused on optimizing our content to target featured snippets, ensuring concise, relevant, and structured answers to common user queries.
Original context. Current reading.
Recorded in 2024, this captures the language, platforms and constraints of its time. Read it now by separating those period-specific details from the enduring operating question: how should effectiveness and AI improve the decision?
Durable tests for the work.
- Tie the idea to a measurable change.
- Use AI to improve a decision or outcome—not to decorate the plan.
What would you keep, change or measure differently if this case intelligence were put to work now?
IP09 · READABLE TRANSCRIPT595 words
Introducing EduBridge, India's leading workforce development platform. EduBridge faced a challenge. They needed to boost their SEO game. So they teamed up with an SEO partner to enhance their website's organic search quality and improve non-brand clicks. Their goal? To improve ranking for keywords in top 5 positions. And, a 3x growth in non-brand clicks within 12 months. To achieve this, we followed a meticulous approach. First, we conducted a thorough technical audit to ensure the website's health. Then, we delved into keyword research and clustering to find and group relevant search terms. We enhanced product page visibility and user experience. New targeted web pages were developed. We aimed for the top search result spots,
including featured snippets. Credibility was boosted through the EEAT factor. We organized navigation for search engines and crawlers. Let's dive deeper into our optimization plan. We swiftly identified and removed over 80 instances of duplicate product URLs. Each product was assigned a unique ID, ensuring the existence of only one version. This involved, removing duplicates from XML sitemaps, internal links, and setting precise canonicals. Canonical tags pointing to non-HTTPS versions were sending mixed signals to crawlers, and, also suggesting to search engines that the less secure HTTP version was preferred. This was rectified by updating the canonicals to correctly reference the secure HTTPS versions of the pages.
Our efforts led to significant core web vital improvement. Specifically, there was a 150% increase, from 60 to 152 good URLs. We then systematically clustered keywords within clusters, creating hubs for effective optimization. Based on our exhaustive keyword research, we re-optimized content and added relevant blog assets, which in turn enhanced topical authority. Title tags and meta descriptions were fine-tuned for keyword targeting. An extensive competitor and keyword research was performed which helped us identify content gaps, ensuring relevant and high-quality content. To enhance our topical authority, we created support pages. These pages not only increased our brand awareness but also strengthened our internal linking structure.
This catered to users across different marketing funnels. We made significant UI, UX enhancements to improve the user experience, driving better results. This involved implementing breadcrumb navigation, optimizing CTAs for lead generation, and integrating content tables for smoother navigation. The blog section's visibility and accessibility were enhanced by ensuring that the navigations were transformed into AHREF links. To increase our visibility in search results, we focused on optimizing our content to target featured snippets, ensuring concise, relevant, and structured answers to common user queries. We implemented conversion rate optimization strategies that involved the integration of various elements to enhance user engagement and drive
conversions. This included the incorporation of modal window pop-ups, strategically placed call-to-action widgets, and sticky call-to-actions. These well-planned additions were meticulously designed to captivate user attention and effectively steer them towards the desired actions, ultimately elevating the user experience and significantly boosting the conversion rate. Next, let's delve into the innovative strategies we employed. With creative thinking at the forefront, we harnessed the power of regex filters to effectively target those sought-after long-tail keywords. We then re-optimized our pages to address nuanced user searches, particularly in questions. To bolster credibility, we highlighted coaches and showcased ratings and testimonials.
The outcomes of our strategic campaign were truly extraordinary. Keywords ranking in the top 5 increased by 169.2%. Sessions increased by 36.8%. New users increased by 165.5%. Non-brand clicks increased by 204.3%. These efforts propelled EduBridge to grow 3x in just seven months. The campaign incorporated key elements of research and user experience, which we refer to as search experience optimization or the modern SEO approach.