Boston College High School
Boston College High School is a Jesuit, Catholic college preparatory school in Boston, Massachusetts educating boys grades 7 through 12. With a strong focus on academic excellence, character formation, and community engagement, the school attracts families seeking a rigorous and values-driven education. To support its mission and reach prospective students effectively, Richardson Media Group partnered with Boston College High School to enhance their online presence through targeted SEO strategies.
campaign challenges
Boston College High School faced several obstacles in leveraging organic search to drive meaningful engagement with prospective families. Much of the website’s traffic came from low-intent users, generating impressions without translating those views into genuine enrollment interest. The school was also reaching the wrong audience in many cases, as certain pages were attracting visitors searching for specific student assignments rather than families researching middle or high school options for their sons. On top of that, BC High struggled with poor search visibility, making it difficult for them to rank for highly competitive terms in the education space. Finally, a significant content gap existed, underscoring the need for new, strategically developed content that aligned with the school’s keyword strategy and enrollment goals.
SEO Solutions
To address these challenges, Richardson Media Group implemented a comprehensive SEO strategy designed to improve visibility, attract appropriate audiences, and support enrollment goals. We began with in-depth keyword research and mapping, strategically assigning relevant keywords to specific pages across the site to strengthen alignment with prospective families’ search intent. From there, we optimized existing pages to enhance both search visibility and on-page relevance, ensuring that content spoke directly to the school’s target audiences. Recognizing the need for fresh material, our team also developed detailed content outlines, providing a clear roadmap to streamline ongoing content creation in line with the keyword strategy. Finally, we tackled the site’s technical foundation by resolving all urgent technical SEO errors, setting the stage for sustained performance improvements.
Campaign Results
Over the course of six months, BC High’s web traffic delivered:
- 87% increase in inquiries
- 100% increase in applications
A focus on more Refined Targeting helped us increase BC High’s web visitors based upon education-focused queries vs. irrelevant traffic drivers. Now, traffic arriving on the website is more qualified and ready to engage with key conversion points at much higher rates.
Prioritizing Quality Over Quantity led to a drop in overall impressions and keyword volume along with a concurrent lift in conversion-oriented engagement.