organic sign-ups
EdTech SEO that grew organic enrolments and cut reliance on paid ads
EdTech SEO became the priority once paid ads were driving nearly every enrolment for this platform and costs rose each term. Mapping student searches, rebuilding course pages and publishing career guides lifted organic sign-ups by 138% and cut blended cost per enrolment by 29%.
Illustrative example. Client details are anonymised and representative of the work we do.
- Industry
- EdTech
- Services
- Content Strategy Services + more
- Platforms
- Google Analytics 4
- Duration
- 8 months
Where they started
Paid ads drove nearly every enrolment and costs were rising each term.
The approachWhat we changed
We mapped what students searched at each stage of choosing a course, rebuilt course pages and published a steady programme of career guides.
What other businesses can take from this
Education platforms often launch with paid search and social because they bring students in quickly. Competing platforms do the same, so bids rise term after term. Meanwhile course pages are written as catalogue entries rather than answers to what students actually ask about fees, outcomes and careers, so they rank poorly for the searches that happen long before a student is ready to enrol.
Map content to each stage of the decision. Early searches are about careers and options, later ones about a specific course, and each needs its own page. Rebuilt course pages here reached the top 3 for core course terms, while the career guides brought students in earlier. Paid ads still have a place, but they no longer carry the whole load.
It suits platforms with defined courses and a team willing to publish consistently for several months.
What moved
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