Growing visibility for a prestigious university

Heriot-Watt is a prestigious, specialist university in Edinburgh that partnered with us to help build awareness and appeal to prospective students – both undergrad and postgrad.

Mediaworks developed an SEO strategy that helped achieve an almost 50% increase in visibility for Heriot-Watt University.

The education sector is one that’s incredibly competitive with many institutions vying for students’ attention.

To improve Heriot-Watt’s online visibility, we needed to develop a new SEO strategy, informed by an understanding of existing and prospective student journeys.

This could then form the basis of a series of engaging content pieces that drive value across the whole student journey from initial awareness to conversion.

 As part of our SEO strategy for Heriot-Watt, we created individual campaigns to target undergrad, postgrad and clearing students.

As part of this, we delivered a series of promo videos to be shared across digital channels, including YouTube, social channels and on the website.

These short videos focused on three subject areas – Sports, Robotics and Languages – as well as undergrad and postgrad course, showing off Heriot-Watt’s world-class teaching and facilities.

We also looked at current industry trends and areas of study, using this insight to create a series of educational content pieces that were relevant and inspiring to Heriot-Watt’s audience.

To help Heriot-Watt’s internal team accurately report on the progress of the campaigns, we also built a self-serve custom dashboard.