Boosting Organic Visibility & Leads for NovelVista
Client: NovelVista
Campaign Duration: November 2024 – April 2025
Agency Partner: EdigiBrands
About NovelVista
NovelVista is a prominent professional certification training provider offering in-demand courses like ITIL, DevOps, Agile, PMP, and AWS. Their training formats include live online sessions, classroom learning, and self-paced modules, making them accessible to a global audience of students, working professionals, and corporate clients.
Despite their strong product portfolio and diverse delivery methods, NovelVista struggled to capture organic traffic, rank for competitive keywords, and generate leads in a saturated edtech market.
Key Challenges
1. Low Visibility on Search Engines
NovelVista’s average keyword position was over 31.4, which placed most of their high-value search terms on the third page or beyond—making it difficult for potential students to discover them online.
2. Poor Click-Through Rate (CTR)
Even when their pages did show up in search results, users weren’t clicking. This was a direct result of uncompelling meta titles and descriptions that failed to communicate value or relevance.
3. Technical SEO Issues
A comprehensive audit revealed several technical flaws, including:
- Broken internal links
- Duplicate meta tags
- Missing or poorly implemented schema markup
- Slow page load speeds and poor Core Web Vitals
These issues limited crawlability and indexation while hurting user experience.
4. Weak Conversion Framework
The website lacked conversion-focused landing pages, meaning that even those who found NovelVista online weren’t easily guided into signing up or making inquiries.
5. Seasonal Traffic Drops
From November to January, website traffic dropped significantly, which required a strategy to build resilience and plan for recovery during lean periods.
Strategic Objectives
EdigiBrands identified the following key objectives to turn around NovelVista’s organic performance:
1. Improve Keyword Rankings
Focus on ranking high-intent keywords like “DevOps certification”, “ITIL training”, and “Agile project management course” to attract users actively looking for certification programs.
2. Enhance CTR & SERP Presence
Rewrite meta titles and descriptions to make them more compelling, incorporate target keywords naturally, and add rich snippets using structured data for better visual appeal on SERPs.
3. Fix Technical SEO Issues
Resolve all website health issues — including broken links, sitemap errors, schema integration, and image optimizations — to ensure smooth indexing and a better user experience.
4. Build Topical Authority
Create a comprehensive content ecosystem around core certification topics to position NovelVista as a go-to resource for IT and professional training content.
5. Drive Organic Leads
Ensure that all traffic improvements convert into qualified leads and inquiries through optimized page structure, calls-to-action (CTAs), and lead capture forms.
Execution Plan: A Comprehensive SEO Strategy
To overcome NovelVista’s visibility and lead generation challenges, EdigiBrands executed a structured SEO roadmap combining on-page, off-page, technical, and content-driven elements. Here’s a detailed look at how we executed the strategy:
1. Keyword Research & Intent Mapping
We began with extensive keyword research tailored to the certification industry. The goal was to identify high-volume, high-intent keywords that aligned with NovelVista’s training offerings like ITIL, DevOps, Agile, PMP, and AWS.
But we didn’t stop at volume. We mapped each keyword according to user search intent, classifying them into:
- Informational intent – for users in the research phase (e.g., “what is DevOps?”)
- Transactional intent – for users ready to buy or enroll (e.g., “DevOps certification online”)
- Navigational intent – for users specifically searching for NovelVista (e.g., “NovelVista DevOps training”)
This intent mapping helped us structure website content that guides the user from awareness to conversion, ensuring that every piece of content had a defined purpose in the customer journey.
2. On-Page SEO Optimization
Once we had our keyword blueprint, we focused on improving the visibility and usability of key landing pages. This included:
- Rewriting meta titles and descriptions to be keyword-rich and action-oriented, improving CTR from Google results
- Structuring page content using H1, H2, and H3 tags for better readability and search engine comprehension
- Creating internal links to guide users to related courses, blogs, or CTAs, increasing time on site and reducing bounce rates
- Adding trust elements like student testimonials, course outcomes, certification badges, and partner logos to increase credibility and drive conversions
This phase ensured that both users and search engines could easily navigate the website and trust the information presented.
3. Technical SEO Fixes
We conducted a complete technical SEO audit and resolved all issues that were blocking search engine bots or negatively affecting user experience:
- Fixed broken links (404 errors) and redirected outdated URLs
- Improved Core Web Vitals, specifically:
- LCP (Largest Contentful Paint) – ensuring fast loading of main content
- CLS (Cumulative Layout Shift) – ensuring stable page layouts
- FID (First Input Delay) – reducing lag in interactivity
- LCP (Largest Contentful Paint) – ensuring fast loading of main content
- Added lazy loading for images to speed up load times
- Submitted an updated XML sitemap and fine-tuned the robots.txt file for better crawlability
- Implemented structured data such as:
- FAQ schema to show expandable questions on Google
- Breadcrumb schema to enhance navigational paths in SERPs
- FAQ schema to show expandable questions on Google
This step created a healthier website infrastructure, boosting both performance and rankings.
4.Content Strategy & Blogging
Recognizing that content is the backbone of SEO, we created a powerful blog and content strategy. This involved:
- Planning and publishing 50+ blog posts over 6 months
- Topics included:
- Certification guides (e.g., “How to Pass ITIL in One Attempt”)
- Career insights (e.g., “Top 5 Skills Needed for DevOps Engineers”)
- Industry news (e.g., “Impact of Generative AI on Agile Methodologies”)
- Certification guides (e.g., “How to Pass ITIL in One Attempt”)
- Blending evergreen content that remains relevant over time with trending topics to capture timely search interest
- Using a content cluster model where each main certification topic had several supporting blog articles linked to it, helping build topical authority
This consistent, valuable publishing helped position NovelVista as a trusted information source in the training industry.
5. Backlink Building
To further improve domain authority and referral traffic, we implemented a smart backlink acquisition strategy:
- Guest posts were published on high-authority websites (DA 40+) related to education, technology, and career development
- We actively engaged in Q&A forums like Quora, Reddit, and Stack Exchange, sharing value-driven answers that linked back to relevant NovelVista blogs or landing pages
- NovelVista was listed in local directories and certification databases, increasing its credibility and online citations
- We maintained a natural backlink profile by balancing:
- Do-follow links – to pass SEO authority
- No-follow links – to build referral traffic and avoid spam penalties
- Do-follow links – to pass SEO authority
This effort increased not only rankings but also brand visibility and referral visits from reputable platforms.
Performance Highlights: Google Search Console Report
Over the 6-month SEO campaign, our efforts resulted in significant performance gains, clearly reflected in Google Search Console data and user behavior on the website. Here’s a breakdown of the measurable improvements:
1. Daily Impressions Surpassed 60,000+
This surge in impressions indicates that NovelVista’s pages began appearing frequently for a wide range of relevant search queries. It confirms improved search visibility and that our keyword and content optimization strategies were effectively aligned with user search behavior.
2. Daily Clicks Crossed 500
More impressions led to more traffic—but importantly, the number of daily clicks consistently exceeded 500, a direct result of more compelling meta titles and descriptions that encouraged users to click through. This improvement in Click-Through Rate (CTR) validated our SERP (Search Engine Results Page) enhancements.
3. Increase in Organic Leads and Inquiries
Beyond vanity metrics, the campaign delivered on its core goal—lead generation. Landing pages optimized with strong CTAs, trust indicators, and keyword-aligned content saw a significant rise in inquiries, especially from individuals looking to enroll in IT certification programs.
4. Improved Keyword Rankings
Our focus on strategic keywords paid off. NovelVista witnessed noticeable ranking improvements across all major certification courses, including ITIL, DevOps, Agile, and more. This allowed the brand to compete with top-tier players in the edtech space.
Keywords Performance Snapshot
By the end of the campaign, NovelVista ranked on page one of Google for several high-volume, high-intent keywords, including:
1. “Service definition”
2. “Service meaning”
3. “UNIX commands”
4. “ITIL 4 certification cost India”
5. “Service desk interview questions”
These keywords alone bring in over 5,000 monthly organic visitors, which has helped NovelVista:
1. Strengthen its authority in the IT and certification niche
2. Capture traffic from both students and professionals seeking career development resources
Build long-term topical dominance on Google
Key Takeaways & Learnings
1. Meta Content Drives CTR
Simply rewriting meta titles and descriptions to match user search intent and highlight value propositions (like course benefits, pricing, or certifications) led to drastic improvements in click-through rates.
2. Technical SEO Delivers Big Impact
Individually, fixing broken links or compressing images might seem minor. But together, these technical improvements created a fast, healthy, and easily crawlable website—leading to better indexing and user experience.
3. Off-Season is Opportunity
While traffic dropped between November and January, we used this period to build the foundation—optimizing content, fixing backend issues, and preparing for the upcoming demand spike. This strategy paid off during peak months.
4. Content Clustering Builds Authority
Instead of scattered blogs, we used a hub-and-spoke content model. Each core topic (like DevOps or Agile) was supported by multiple related blog posts, helping us build strong topical authority and keeping users engaged on-site.
5. Authority + Technical Strength = Long-Term Growth
The campaign reinforced that long-lasting SEO success comes from a combination of quality content and technical excellence. When combined, they deliver stable rankings, growing traffic, and increased conversions.
Final Results: What We Achieved for NovelVista
After six months of focused effort, EdigiBrands delivered transformational growth for NovelVista:
1. 2.2X Growth in Organic Leads
We more than doubled the number of inbound leads and inquiries through organic search, proving the strategy’s direct business impact.
2. Stronger Keyword Positions
Core certification keywords like “DevOps certification course” and “ITIL training online” moved from the second and third pages of Google to the top 10 and top 5 positions, drastically increasing traffic potential.
3. Built a Scalable SEO Foundation
The changes made to the website’s architecture, internal linking, content system, and performance now act as a permanent growth engine, with compounding SEO benefits.
4. Boost in Student Enrollments
Thanks to increased visibility and improved lead flow, student sign-ups rose significantly, particularly for flagship courses.
5. Industry Credibility Achieved
NovelVista is now seen as a top-ranked, trusted authority in IT and professional certification training, standing alongside India’s leading edtech companies.
Results From Google
1. ITIL certification cost
When users search for “ITIL certification cost” on Google, NovelVista appears at the top of the results. This reflects our successful SEO strategy and strong keyword positioning.
2. what is the role of generative ai in drug discovery
For the query “ITIL certification cost”, NovelVista appears at the top of Google’s search results, showcasing the campaign’s success in ranking for high-intent, high-competition keywords.
3. service desk interview questions
For the query “service desk interview questions”, NovelVista ranks at the top of Google, driving consistent traffic from job seekers and IT professionals preparing for interviews.
4. what is the responsibility of developers using generative ai
For the query “what is the responsibility of developers using generative AI”, NovelVista ranks prominently on Google, establishing its relevance in emerging tech and AI-driven discussions.
5. itil 4 certification cost india
For the query “ITIL 4 certification cost India”, NovelVista appears at the top of Google search results, capturing highly targeted traffic from Indian professionals seeking ITIL certification.
