By /
Rosetta Stone

Language Learning Software

  • SEO
  • Content Strategy and Creation
  • Creative

Challenge

Rosetta Stone is one of the most successful and well known brands in the language learning space. However, after 30 years in the business they began to rapidly lose market share to their newer and more aggressive competitors. While Babbel and Duo Lingo were heavily focused on digital marketing, specifically SEO, Rosetta Stone had always had a more traditional approach, focused heavily in the off-line space.

Solution

Our initial research showed that the company’s competitors were creating SEO-focused pages at nearly 10 times that of Rosetta Stone. To mitigate being outnumbered by such a large amount, we immediately began to build SEO pages a few hundred at a time. Guided by research, we formed keyword clusters and content briefs and began to produce content, new page templates and creative treatments to support the new SEO efforts.

After just four months, nearly 50% of the new keywords and SEO-focused pages were already ranking on the top three search pages. After 12 months, over 80% of Rosetta Stone’s first 300 pages were ranking for PO or P1. This significantly increased their overall organic traffic and revenue. From this success, we developed multiple additional work streams in parallel which targeted additional keyword clusters.

Following the first year, organic traffic to the Rosetta Stone site increased 86%. A majority of the increase came from our top three priority languages. After two years, the number of ranked keywords increased 165% and the number of keywords in PO & P1 increased 198%.

Our engagement proved that it’s possible to catch up to competitors and take back market share, even if you have fallen behind significantly. Doing the research, creating quality content and applying multiple SEO best practices can pay off when the team is dedicated to a positive outcome.

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