Founded in 1946, the British School of Yoga situated in the peaceful Devon countryside has been steadily growing due to the ever increasing interest in complementary medicine and natural health. They now offer more than 280 home study courses from acupuncture to zen meditation. The school prides itself in having friendly, dedicated tutors at the end of the telephone to assist their students. Many that have earned their diplomas and gone on to start their own practices.
The first BSY website was online in 2000 and early in 2007 BSY consulted with Little Big Voice when they had planned on a total revamp of the old website with an emphasis on search engine optimisation. Elin Norlin marketing manager at BSY explains "We’ve always had a good steady stream of students through word of mouth, magazine and internet advertising. However, we felt with the recent shift in the popularity of the search engines over traditional methods of advertising such as newspapers, it was time to concentrate our long term marketing strategy on being listed higher up the search engines."
Paul at Little Big Voice spent the next eight months working closely with the developers and designers hired to overhaul the website. The agreed strategy was not only to optimise the site for general keywords but to also target each of the 280 courses individually. The most important factor was that any key phrases with reasonably good rankings already must be either maintained or improved upon - a major challenge during any overhaul.
A great deal of strategic planning, analysis and tweaks were made to the site. Early in 2008 the new website was launched, and all eyes were on Google, Yahoo and MSN to see how the new site’s search engine rankings would compare to the old one.
Within a few days BSY had hit the number one spot for it's top keywords and the course keywords were for the first time ever being listed on the front pages.
Enquiries and traffic were up, BSY would continue to be the major player within the industry for a long time to come. The team at Little Big Voice are in regular contact with BSY and carefully monitor any changes to the rankings and traffic. As with any search engine marketing campaign the work is ongoing, there’s always improvements to be made.