De Nieuwe Yogaschool is a growing yoga organisation with an extensive online range of training courses and classes. Flii guided them through two complex challenges at once: a website migration and the rise of AI-driven search results.
The organisation had a growing marketing department but lacked specialist knowledge of SEO, data and digital growth. During our collaboration, two major challenges arose that directly affected organic traffic:
The result: a drop of around 48% in organic traffic, some 3,500 visitors a month. At the same time, the organisation had no reliable tracking to measure where conversions came from.
We trained the marketing staff in SEO principles, search engine strategy and dealing with AI search results. This made the organisation more self-sufficient and less dependent on outside parties for basic tasks.
We set up a complete e-commerce tracking infrastructure: event tracking, conversion measurement, server-side tracking and connections between marketing channels. For the first time, the organisation could see which channels actually contributed to course sign-ups.
Improvement: Keyword injection into existing pages, metadata optimisation, header structures and content improvements.
Expansion: New landing pages based on search intent, rich snippets for training courses, expansion around yoga-related search terms.
Boost: SEA campaigns, remarketing and conversion-focused keyword campaigns with lookalike audiences to temporarily make up for the lost organic volume.
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