Colombia-based American startup that offers Spanish classes online. I built and developed the website, blog, and content strategy helping them become one of the most successful businesses in the e-learning industry.
As a Content Marketing Manager for SpanishVIP, my main mission was to boost organic traffic and conversions through SEO. SpanishVIP is a Colombia-based American startup offering online Spanish classes to students worldwide.
Despite providing high-quality language instruction, they faced challenges in driving organic traffic to their website and standing out in a highly competitive e-learning market against long-time and well-established competitors such as Babbel, BaseLang, and Lingolia.
SpanishVIP was facing low organic visibility, since it just launched as a new startup, with minimal online presence, and little to no organic traffic; high competition, because during the pandemic, the online language learning market was already saturated, with many established players dominating search engine results. Also, they lacked a structured content strategy, which made it difficult to attract users searching for Spanish language courses or educational resources.
The strategy I implemented started with improving the SpanishVIP website and blog, ensuring every aspect was optimized for SEO. This included creating a clean website architecture, improving site navigation, and enhancing user experience.
Conducting thorough keyword research was the core of my approach, focusing on targeting a massive amount of low-competition mid-to-high-volume long-tail keywords relevant to their niche. That way, its lower traffic potential would be compensated by the cumulative positioning of a wider range of keywords and in areas not covered by their competitors. For some of our keywords, we succeded in being displayed on Google's featured snippets.
For the content strategy, I focused on creating educational blog posts about Spanish grammar, vocabulary, and language-learning tips taking advantage of the pain points English-speaking students were having in their learning journey in areas and ways not covered by competitors, which also helped us push a very succesful link-building, off-page SEO strategy.
All keywords and content developed based on them were grouped in Topic Clusters and Content Hubs. On the technical side, I ensured the website was technically sound for both mobile and desktop versions by improving page load speed, optimizing images, and implementing proper on-page SEO practices when needed.
Using Analytics and GSC, I monitored the website's performance and made data-driven adjustments to our strategy. This included identifying content gaps, optimizing under-performing pages, and continuously refining keywords based on user behavior.
The result? I increased traffic to 50K/month in the first year and doubled it in the second year, ensuring sustained, long-term growth in organic traffic. Regular content audits and ongoing keyword research allowed the website to maintain and expand its reach, even in a competitive space.
Today, 80% of their traffic comes from organic search, and the number of website visits has grown constantly thanks to my achievements. By optimizing content for user intent and improving the overall user experience, the website saw a significant improvement in conversion rates.
Prospective students engaging with the blog content were more likely to sign up for classes, as the website effectively answered their queries and addressed their pain points. SpanishVIP ranked in the top positions for multiple long-tail and high-value keywords related to learning Spanish.
