Starting Point
When we took over SEO for a university in Dresden, basic visibility was already present. For main terms like “University Dresden” or “College Dresden” there were occasional Top 10 rankings – but much was still further back.
The bigger problem: The individual study programs were barely findable. Anyone searching for a specific study program in Dresden often didn’t find the university.
Challenges
- Mixed rankings – some keywords Top 10, others on page 2-3
- Invisible study programs – many study offerings didn’t rank at all
- Nationwide competition – universities from all over Germany as competitors
- Complex site structure – many subpages that needed optimization
Strategy
Stabilizing Main Keywords
First, we analyzed and specifically optimized the existing rankings for main terms:
- University Dresden
- College Dresden
- Studying in Dresden
Building Up Study Programs
The bigger lever was in the individual study programs. For each study program, we:
- Optimized the landing page
- Integrated local keywords (e.g., “Business Administration Dresden”)
- Improved internal linking
- Expanded content where needed
Results
Main Keywords
All relevant main terms are now stable in the Top 10:
- University Dresden – Top 10
- College Dresden – Top 10
- Private University Dresden – Top 10
Study Programs
The individual study programs are now visible for local search queries:
- Business Administration Dresden – Top 3
- Business Studies Dresden – Top 10
- Business Informatics Dresden – Top 10
- And many more study programs with Top 10 placements
Reach
Since it’s a university, search queries come from all over Germany. Prospective students from other states now find the Dresden university when they search for their desired study program + Dresden.
Conclusion
This project was less about a complete rebuild and more about targeted optimization. The main keywords had to be stabilized, the study programs first had to be made visible.
Today, the university ranks for practically all relevant local search queries in the Top 10 – and continuously generates inquiries from prospective students.