Case study 03 · Organic growth · Education platform
Organic growth doesn’t scale by publishing more pages.
An online learning platform had 200+ course pages, each meant to be found by people searching for that course. More pages weren’t the answer — a clear system was. I worked on the SEO and content structure behind it.
The situation
An online learning platform with hundreds of courses needs hundreds of landing pages — each meeting a learner at the moment they search, from “learn python online” to a specific certification or language.
Why it was hard
At this scale, pages start competing with each other, repeating the same content, or drifting away from what people actually search for. Content also has to be produced faster than a small team can write by hand.
Optimising one keyword at a time doesn’t scale to 200+ pages. What scales is structure — and a workflow.
What the work covered
End-to-end on-page and technical SEO. Three layers had to line up: what learners search for, how pages are organised, and what each page says — with audits making sure search engines could crawl and index all of it.
- 01
Keywords & intent
Keyword research and grouping what learners search for, so every theme has a clear page.
- 02
Structure & linking
Page structure and internal linking across 200+ course landing pages.
- 03
On-page at scale
Metadata, headings and content optimised page by page — aligned to search intent.
- 04
Technical audits
Audits with Google Search Console and SEO tools; indexing, crawlability and performance issues fixed with developers.
- 05
LLM-assisted content
Scaling production with ChatGPT for theme-based blogs, MCQs, course content and SEO workflows.
- 06
Lead generation
Website and blog banners, CTA refinement and campaign support that improved sign-ups.
Who did what
My part
- On-page and technical SEO, content strategy and keyword research
- SEO structure across 200+ course landing pages
- LLM-assisted content workflows and GEO-led branding
- Managing and training two junior SEO associates
GUVI’s teams
- Building and running the website (developers fixed issues found in audits)
- Content and other cross-functional teams I coordinated with
- Organic traffic
- +200%
- Click-through rate
- +50%
- Session duration
- +3min
- Bounce rate
- −8%
increase in organic traffic
more searchers chose to click through (CTR)
longer average visit
fewer visitors leaving after one page
Also: 3× referral traffic alongside GEO-led digital marketing and branding, and lead-generation growth from website and blog banners, CTAs and supporting campaigns. Baselines, timeframes and methodology are available on request.
At scale, SEO is less about any single page and more about the system all the pages live in.
Hundreds of pages?
If your site has grown faster than its structure, I’d like to hear about it.