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Northumbria University – SEO

Performance Case Study

Who is the client?

Northumbria University, officially the University of Northumbria at Newcastle, is a university located in Newcastle upon Tyne in the North East of England. A former polytechnic, it was established as one of the new universities in 1992. It is a member of the University Alliance and the second university of Newcastle.

What did they want to achieve?

Northumbria University wished to increase their online visibility through several channels, for the ‘Clearing’ process. Whilst long-term visibility was the overall objective, the expectation was to monitor the performance during the 2015 A-level results period.

How did we affect performance?

After some initial research here at Silverbean, we delivered a proposed structure around which a ‘clearing hub’ could be built. Although content was being produced by the team at Northumbria University, Silverbean provided keyphrase research to allow this content to be underpinned by terms with quantifiable search volume.

Our advice also covered the functionality of site, making sure that it was in line with user experience issues and had the potential to increase user engagement once on the site.

The Results

Comparing some figures from 2015 ‘Clearing’ period to the 2014 ‘Clearing' period it is possible to see the positive effect of Silverbean's SEO strategy:


increase in sessions beginning at a clearing landing pages


increase in users landing on clearing related landing pages


increase in pages viewed by users related to clearing

We plan to continue to build on this year’s success, helping to supplement the clearing page content with relevant schema tags and continue to increase the visibility of the ‘clearing’ hotline within search results.

The search team working with us really understand the complexities of the higher education sector and have dedicated time to helping us achieve our goals. They’re reliable, knowledgeable and a pleasure to work with. They take the time to not only consult but to educate.

Jason Yip
Marketing Manager (Digital)

Interested in the results we generated for Northumbria University?
Contact us.