EdTech SEO
EdTech SEO agency
Education companies sell on a calendar. Schools and districts buy before the academic year, and a traffic drop in the wrong month costs a season. As an EdTech SEO agency, we plan search work around that calendar.
Our experience in this industry includes multi-brand sites and a recovery after a failed migration, with paid search running next to SEO.
The industry
Why EdTech SEO is different
Buying is seasonal
In K-12, June and July are peak season, because schools finalize purchases before the new academic year. Technical changes and migrations have to be planned away from those months.
Companies grow by acquisition
Each acquired brand arrives with its own website and its own SEO debt. Someone has to decide which sites stay separate and which are consolidated.
Catalogs are large
Assessments and programs create thousands of URLs. Filters and categories can multiply them until search engines waste their time on pages nobody needs.
Several audiences use one site
Teachers and district buyers search differently. The site needs clear paths for each of them.
Scope
What we do for EdTech companies
-
Migration planning and recovery
Redirect mapping and indexation control before a move, and recovery when a move has gone wrong. See our technical SEO services.
-
Crawl budget and indexation
We keep only valuable pages in the index, so search engines spend their time where it counts.
-
On-page optimization at scale
Page by page work, with a score for each page before and after. Part of our B2B SEO services.
-
Paid search during peak season
Ads hold visibility on competitive terms when it matters most. See paid ads management.
-
Reporting from HubSpot
Contacts and customers by channel. See our HubSpot services.
Proof
Results in EdTech
- 3x
- organic traffic after a failed migration
- 66,517 → 324
- indexed pages
- 608%
- ROI on Google Ads
A US EdTech company with over 500 employees had 66,517 indexed pages after a failed migration to HubSpot CMS. In 90 days we cut them to 324, and organic sessions went from 30,000 to over 95,000 a month.
On one of the company’s acquired sites, optimizing 143 pages took first-page rankings from 61 to 352.
What to avoid
Common SEO mistakes on EdTech sites
-
Migrating during the buying season
A redesign or CMS move always carries risk. When it happens in the months when schools decide, a drop in traffic turns into lost orders for the whole year.
-
Letting filters create indexable pages
Each filter combination can become its own URL. In our case study, that produced 66,517 indexed pages on a site that needed a few hundred.
-
Leaving acquired sites as they are
An acquired brand often keeps an old site that nobody maintains. Its pages lose rankings slowly, and its links never help the main domain.
-
Reporting sessions without contacts
Traffic from students or parents can look good in a report and bring no buyers. Reporting from the CRM shows which channels bring contacts and customers.
Timeline
The first three months
-
Month 1: audit across all sites
We audit each property, review indexation and map the buying calendar against planned changes.
-
Month 2: indexation and technical fixes
Junk URLs come out of the index and the sitemap is rebuilt.
-
Month 3: on-page work and paid search
Priority pages are optimized, and paid campaigns start on the terms that matter for the season.
FAQ
EdTech SEO FAQ
What does an EdTech SEO agency do?
It helps an education technology company get found by educators and by district buyers. The work covers technical SEO, migrations, on-page optimization and paid search, planned around the school calendar.
When should an EdTech company avoid a site migration?
During the months when your buyers decide. In K-12 that means June and July. A migration is safer after the buying season, with redirect mapping and indexation checks done in advance.
Can you recover a site after a failed migration?
Yes. In our EdTech case study, a site with 66,517 indexed pages was cut to 324 and traffic grew 3x in 90 days.
How do you handle several brands or acquired sites?
We audit each site, decide with you which stay separate and which are consolidated, and plan redirects and content moves so the rankings each site has earned are kept.
Do you work with HubSpot CMS?
Yes. We implement fixes directly in HubSpot CMS and report from HubSpot data.
Does paid search make sense in education?
It did in our case study: $33,724 in Google Ads at $0.44 per click returned 147 deals. Results depend on the terms and on how strong the organic foundation is.
How do you report results?
In contacts and customers by channel, from your CRM, next to rankings and organic sessions.
What is crawl budget, and why does it matter for a large catalog?
Crawl budget is the amount of crawling a search engine spends on your site. On a large catalog, thousands of low-value URLs use it up, so important pages are crawled late. See the crawl budget definition.
Do you work with internal marketing and IT teams?
Yes. On larger sites we share the project with in-house marketing and IT, and with external development agencies where they maintain the platform.
Related services and pages
See how your EdTech site performs in search
Tell us what is happening with your search traffic. You get a straight answer on where we would start.