Case Study: Universal Technical Institute reclaims organic search visibility with NP Digital

Universal Technical Institute boosts organic search sessions 411% with NP Digital

Universal Technical Institute (UTI), an accredited trade school, faced a significant challenge when a Google algorithm update in Q2 of 2023 prioritized local map-pack results, pushing their national organic rankings down and causing a sharp decline in sessions and new student inquiries. UTI tasked vendor NP Digital with recapturing this lost organic search visibility and growing awareness for their new program expansions.

NP Digital implemented a comprehensive local SEO strategy that included optimizing existing content, creating over 200 new localized pages with AI-assisted research, building local citations, and optimizing Google Business Profiles. This solution successfully recaptured and exceeded lost visibility, resulting in an 18% increase in total organic search inquiries year-over-year and a 411% increase in sessions for new programs. NP Digital's efforts also increased UTI's number one non-branded rankings by 20%.

Universal Technical Institute (UTI)