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aden.org

Case Study

How SEO and Content Strategy Fueled Growth in 2024

ADEN is an international institution focused on developing business executives and managers through both in-person and online (e-Learning) programs. Known for its practical, hands-on approach, ADEN delivers interactive classes led by seasoned instructors with real-world experience.

With a mission to build the leading educational community for leadership development in Latin America, ADEN is driven by core values: integrity, innovation, excellence, and a commitment to service. The institution prepares forward-thinking leaders who drive organizational transformation and regional growth. Its interactive learning ecosystem and ACBSP-accredited MBA ensure academic quality and continuous improvement.

ADEN has a presence in 15 countries, operates 4 officially recognized universities, holds a 5-star QS Stars rating, runs 18 business schools, and has empowered over 80,000 executives during its 30+ years of operation.

SERVICES PROVIDED

Technical SEO
Content Marketing
Link Building
UX/UI Optimization

INDUSTRY

Education

Key Results

+77%

Organic Traffic

+112%

Organic Impressions

+65%

Conversions

The Challenge

Despite its strong brand reputation and decades-long track record, ADEN’s website wasn’t fully capitalizing on its organic potential. While the site ranked well in some areas, a lack of unified SEO strategy limited its ability to scale visibility and drive qualified leads.

The site had plenty of content but lacked structured keyword targeting and an optimized architecture. The challenge wasn’t building from scratch—it was amplifying success to reach the next level of digital performance.

The Strategy

To unlock new growth, we deployed a comprehensive, phased strategy focused on technical SEO, keyword research, and authority-building through backlinks.

Technical SEO:

We began by enhancing crawlability and indexation to ensure Google could surface more pages in relevant searches. We optimized site structure and cleaned up URL formatting to prioritize high-value keywords. At the same time, we improved UX/UI to deliver a frictionless experience—boosting time on site and increasing conversion potential.

Keyword Research:

With improved architecture and CTAs in place, we conducted in-depth keyword research. We embedded high-intent keywords across service and category pages to capture bottom-of-the-funnel traffic, while using top-of-funnel keywords in blog content to drive brand awareness and traffic volume.

Link Building (Authority Development):

Using targeted outreach, we secured authoritative backlinks to priority pages that needed stronger page authority. This supported better ranking for competitive terms, enhanced brand awareness, and helped compound the impact of ADEN’s paid media efforts.

The Results

Within six months, ADEN’s organic traffic grew by 77%, with a 112% increase in search impressions. More importantly, conversion volume jumped 65%, underscoring the effectiveness of the combined technical, content, and authority-building strategies.

Performance metrics from Q1/Q2 2024 highlight significant growth:

Organic Traffic: +77%

Search Impressions: +112%

Conversions: +65%

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