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Australia Visa Link
Australia Visa Link Education & Migration was established in 2009 and is headquartered in Melbourne Central Tower, a famous landmark in Melbourne. It is committed to providing education, study abroad, immigration and investment services for Chinese in Australia and overseas. The professional team of AVL China-Australia Visa Link Education & Migration adheres to the spirit of people-oriented, and strives to solve the problems and doubts encountered by customers in the process of studying abroad and immigration.
- Category SEO
- Industry Education
+ 35
+ 388%
+ 233%
Data from October 2023 to February 2024
The Problem
Three years of the pandemic left the entire study-abroad and migration sector at a low ebb. At exactly that point, AVL redesigned its website at the start of 2022 — and while the new design was undoubtedly more polished, the redesign carried a consequence far more serious than any visual question: years of accumulated SEO equity drained away with it.
This is the most common and most underestimated risk in a website redesign. A full rebuild usually brings changes to URL structure, broken legacy pages, reorganised internal linking, trimmed content and incompletely migrated technical markup — and from a search engine’s perspective that amounts to an entirely new site, whose previously accumulated authority and rankings must be reassessed. AVL’s overall site rankings and keyword positions both fell to comparatively low levels.
For an industry this dependent on search for client acquisition, the consequence was direct. Study-abroad and migration clients almost all begin with a search — visa categories, policy changes, agency reputation — and losing rankings means the entry point for new clients is cut off. In a period when the sector was already depressed and every enquiry mattered, that loss was especially hard to absorb.
The client’s brief was clear: recover the rankings lost in the redesign, and build a stable organic acquisition channel on top of that recovery.
This is the most common and most underestimated risk in a website redesign. A full rebuild usually brings changes to URL structure, broken legacy pages, reorganised internal linking, trimmed content and incompletely migrated technical markup — and from a search engine’s perspective that amounts to an entirely new site, whose previously accumulated authority and rankings must be reassessed. AVL’s overall site rankings and keyword positions both fell to comparatively low levels.
For an industry this dependent on search for client acquisition, the consequence was direct. Study-abroad and migration clients almost all begin with a search — visa categories, policy changes, agency reputation — and losing rankings means the entry point for new clients is cut off. In a period when the sector was already depressed and every enquiry mattered, that loss was especially hard to absorb.
The client’s brief was clear: recover the rankings lost in the redesign, and build a stable organic acquisition channel on top of that recovery.
Our Solution
Recovering rankings after a redesign is not a matter of simply "optimising again". We began with a full diagnosis to establish precisely what had been lost in the rebuild, then worked through three layers in turn: technical foundations, content coverage, and monitoring.
We restructured the code and compressed image sizes to lift load speed significantly, and rebuilt the internal linking so core service pages could be crawled properly and receive sufficient authority from within the site. Mobile adaptation was optimised alongside — a great deal of study-abroad and migration research happens on phones, often in fragments of time between classes or on a commute, and the loading experience directly affects retention.
On content, we maintained a steady stream of high-quality material built around current industry developments and real client needs: detailed migration policy explainers, and application procedures and document checklists for each visa category. This is particularly important in this sector, where policy changes frequently — a site that interprets policy promptly and accurately gets revisited by users and recognised by search engines as a reliable source in the field.
We also tracked visit volume, page depth and time on site to understand user behaviour, and monitored enquiry form submissions — the only hard measure of whether SEO is genuinely producing client growth. Rankings and traffic may look impressive, but without enquiries there is no commercial value.
We analysed competitors’ SEO strategies on a regular cycle as well: which keywords they ranked well on, and how frequently and how well they were publishing. Based on that data we provided AVL with ongoing recommendations and adjusted strategy dynamically to hold a leading position in the sector.
Technical Audit and Structural Repair
We ran a complete technical review of the site, focusing on the problems the redesign had left behind: noticeably slow page loading, and an internal linking structure that prevented authority from reaching important pages.We restructured the code and compressed image sizes to lift load speed significantly, and rebuilt the internal linking so core service pages could be crawled properly and receive sufficient authority from within the site. Mobile adaptation was optimised alongside — a great deal of study-abroad and migration research happens on phones, often in fragments of time between classes or on a commute, and the loading experience directly affects retention.
Rebuilding Keyword Coverage
We conducted systematic keyword research across the migration, study-abroad and visa sector, covering both fiercely contested core terms and high-volume specific queries. Keywords were then redistributed across the homepage and inner pages, ensuring each page had a clear topic closely matched to its target terms — rather than every term being piled onto the homepage where they dilute one another.On content, we maintained a steady stream of high-quality material built around current industry developments and real client needs: detailed migration policy explainers, and application procedures and document checklists for each visa category. This is particularly important in this sector, where policy changes frequently — a site that interprets policy promptly and accurately gets revisited by users and recognised by search engines as a reliable source in the field.
Daily Monitoring and Agile Adjustment
Volatility during a recovery period is far greater than in a steady state, and lagging monitoring means problems are only discovered after traffic has already been lost. We put daily-level ranking monitoring in place for AVL, so any abnormal movement in a target keyword could be diagnosed and addressed immediately.We also tracked visit volume, page depth and time on site to understand user behaviour, and monitored enquiry form submissions — the only hard measure of whether SEO is genuinely producing client growth. Rankings and traffic may look impressive, but without enquiries there is no commercial value.
We analysed competitors’ SEO strategies on a regular cycle as well: which keywords they ranked well on, and how frequently and how well they were publishing. Based on that data we provided AVL with ongoing recommendations and adjusted strategy dynamically to hold a leading position in the sector.
The Result
Over the four months from October 2023 to February 2024: website impressions rose 388%, website traffic rose 233%, and average keyword ranking improved by 35 positions.
The 35-position gain in average ranking is the core of this recovery. Ranking loss caused by a redesign typically manifests as large batches of keywords falling from the first page to the third or fourth, and climbing back from the fourth page to the first requires exactly that kind of magnitude. The figure indicates the authority lost in the rebuild was recovered systematically, not through a handful of terms bouncing back by chance.
Impressions growing 388% against traffic at 233% follows the sequence typical of a ranking recovery: as keyword positions climb back from deep pages, what returns first is the opportunity to be seen; only as positions advance further into the range where users actually click do those impressions convert into visits. In other words, there was still a body of keywords generating impressions but not yet occupying high-click positions — the reserve behind subsequent growth.
That reading was borne out by later data. By 2024 the site’s keywords were broadly stable on the first page, with the majority in positions three to five; organic traffic rose 42% year on year, clicks rose 171%, impressions rose 189%, and enquiry volume rose 65%.
That last figure is where this project genuinely lands. For the study-abroad and migration sector, rankings and traffic are only process metrics; growth in enquiries is what indicates the acquisition channel has actually been repaired. In a period when the industry as a whole was depressed, AVL not only recovered the losses caused by the redesign but built an organic search acquisition base more solid than the one it had before.
The 35-position gain in average ranking is the core of this recovery. Ranking loss caused by a redesign typically manifests as large batches of keywords falling from the first page to the third or fourth, and climbing back from the fourth page to the first requires exactly that kind of magnitude. The figure indicates the authority lost in the rebuild was recovered systematically, not through a handful of terms bouncing back by chance.
Impressions growing 388% against traffic at 233% follows the sequence typical of a ranking recovery: as keyword positions climb back from deep pages, what returns first is the opportunity to be seen; only as positions advance further into the range where users actually click do those impressions convert into visits. In other words, there was still a body of keywords generating impressions but not yet occupying high-click positions — the reserve behind subsequent growth.
That reading was borne out by later data. By 2024 the site’s keywords were broadly stable on the first page, with the majority in positions three to five; organic traffic rose 42% year on year, clicks rose 171%, impressions rose 189%, and enquiry volume rose 65%.
That last figure is where this project genuinely lands. For the study-abroad and migration sector, rankings and traffic are only process metrics; growth in enquiries is what indicates the acquisition channel has actually been repaired. In a period when the industry as a whole was depressed, AVL not only recovered the losses caused by the redesign but built an organic search acquisition base more solid than the one it had before.
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