The Civil Examinations Academy is a reputable institution that provides comprehensive reviews and exam preparation services for students aspiring to pursue a career in the civil service sector. They understand the importance of having their website ranking on top of the search engine results pages (SERP), as it will drive more traffic to their website and boost their online presence. To achieve this, the academy hired a team of SEO experts to carry out various SEO strategies to optimize their website and improve its ranking on SERP.

On-page Optimization

The SEO team started by performing a comprehensive audit of the academy’s website, identifying areas that needed improvement to optimize on-page factors. They made notable improvements in the following areas:

  • Content optimization: The team reviewed and optimized the academy’s website content to ensure that it was relevant, informative, and engaging. They ensured that the content had the right mix of target keywords, meta descriptions, and title tags.
  • Internal linking: The team developed a comprehensive internal linking strategy, ensuring that all pages were interlinked using relevant anchor text. This helped to boost the academy’s website structure and make navigation more intuitive for users.
  • Mobile optimization: With more users preferring to access websites using mobile devices, the SEO team developed a mobile-first approach in optimizing the academy’s website. They ensured that the website was responsive, mobile-friendly, and had fast loading times, improving the user experience considerably.

Off-page Optimization

The SEO team also focused on improving the academy’s off-page optimization by implementing various link-building strategies and other techniques to boost the website’s domain authority. Some of the strategies used include:

  • Guest blogging: The team reached out to relevant websites and bloggers in the industry and submitted guest blogs with backlinks to the academy’s website. This improved the academy’s authority and also drove referral traffic from the websites and blogs featuring these guest posts.
  • Social media optimization: Social media plays a critical role in online marketing, and the academy’s social media pages were appropriately optimized to increase visibility and drive traffic to their website.
  • Local SEO: As a local business in Crestwood Illinois, the academy’s website was optimized for local SEO. They listed their business on various directories such as Google My Business, Yelp, and other popular directory sites. This helped to improve visibility and organic search rankings within the local market, empowering local leads and inquiries.


The SEO strategies resulted in significant improvements in the academy’s website ranking on SERP. The improvements include:

  • Increase in Ranking: The academy’s website ranking improved considerably, moving from 15th to the top position on the first page of SERP.
  • Increased Traffic: The academy’s website experienced a surge in organic traffic, with an overall increase of 40% from the search engines.
  • Improved Domain Authority: The academy’s domain authority improved significantly, resulting in improved visibility and ranking for competitive keywords within the industry.

Key Takeaways

The significant improvements in the academy’s website ranking and traffic are evidence of the effectiveness of the implemented SEO strategies. This case teaches that:

  • On-page SEO optimization can yield positive enhancements in search engine rankings and improve the user experience on the website.
  • Off-page SEO optimization is equally important in improving ranking, domain authority, and bringing referral traffic to the website.
  • Consistency, hard work and white-hat SEO practices are the best approach when growing a local business and dominating a SERP position

Overall, the team did a great job in boosting the Civil Examinations Academy website. The academy continues to experience an increase in traffic, visibility, and conversion rates, empowering a more comprehensive reach in the local tertiary education services sector in Crestwood, Illinois.

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