Students decide on Google, not on the first call
In edtech the average ticket is high (€2,000 for a course, up to €35,000 for an MBA) and the decision takes weeks of comparison: programme ranking, student reviews, faculty profiles, career outcomes and price. Whoever ranks well for "best master in [specialty]" or "[technology] bootcamp price" captures the lead before competitors can call. We work with university masters, business schools, technology bootcamps, online platforms and accredited vocational training.
Typical edtech SEO challenges
Competition with global aggregator platforms
The big global e-learning platforms and the main international rankings dominate generic searches. The winning strategy is specific programmes and combinations of "master + specialty + city" or "bootcamp + technology + mode".
Enrolment seasonality
Searches cluster in April-September (university) and January-March (vocational). The editorial plan and investment must anticipate the peak, not react after it.
Academic authority as the decisive factor
Students search who they will learn from. Teachers with names, bios, publications and public LinkedIn build more trust than the school logo. Academic authorship is the biggest E-E-A-T lever.
Programme pages that must sell
Each programme landing performs five jobs at once: SEO, conversion, brochure, social proof and comparison. Optimising them requires specialised copy and well-implemented Course structured data.
Our approach for edtech
We combine per-programme architecture, visible academic authorship, employability and testimonial content, and monitoring of each formative vertical's enrolment calendar.
- 1
Per-programme and per-specialty architecture
Each programme has its optimised landing: syllabus, faculty, requirements, price, modes, outcomes and FAQs. Course + Person structured data for teachers.
- 2
Signed academic authorship
Teachers with photo, bio, LinkedIn and signed articles. Improves ranking, raises page CTR and, above all, converts: students want to know who teaches.
- 3
Employability and career editorial plan
Content on salaries, career paths, student reviews, alumni success stories. Captures informational search before the decision and positions the school as sector reference.
- 4
Seasonality-driven optimisation
We publish and refresh every programme before the search peak. We coordinate with admissions so the URL is ready (price, dates, scholarships) when visitors arrive.
What outcomes we go for
Information requests and enrolments attributable to organic, lower CAC vs Paid (Google Ads in education has very high CPCs on generic terms), visibility on "best [programme]" and "[programme type] ranking" terms, and brand reputation measured in direct searches. Horizon: first leads in 3-5 months, consolidation aligned with the next enrolment cycle.
The horizons and ranges described are indicative. The actual outcome depends on the website's starting point, the level of competition, the sector, the budget and the editorial investment. These are not ranking or result guarantees, but how the organic channel typically behaves when properly worked.
Frequently asked questions
How do you compete with the big global e-learning platforms?
Not head-on. Global platforms win on generic terms like "marketing course". A specific school wins on "digital marketing master with internships in Madrid", "full-time data science bootcamp" or "web dev VET with personalised tutoring". Long-tail with human and geographic context is where a traditional school beats the mass platform.
Do we need to sign articles with faculty members?
Yes, it's the most profitable SEO investment in edtech. A "2026 digital marketing trends" article signed by the master\'s director with LinkedIn and linked publications ranks much better than an anonymous corporate blog post. If you have 30 teachers, you have 30 potential authors and 30 profiles to reinforce.
Which structured data is critical in education?
Course and CourseInstance with duration, mode, language, price and calendar. Person for teachers with sameAs to LinkedIn and publications. Review/AggregateRating if you have verified reviews. BreadcrumbList and FAQPage on every landing.
When should we start working SEO for the next course?
Ideally 6-9 months before the programme starts. Information searches begin as soon as enrolment dates are published; editorial content must be live and ranking by then. If enrolment opens in April, employability and comparison SEO must be live by October.
Does SEO work for highly specialised bootcamps?
Especially well. Bootcamps capture concrete searches ("learn React remotely", "data engineering bootcamp with internships") where big rankings do not go into detail. Specialisation + reputation + real testimonials convert very high.
How do you measure success on an edtech project?
Through admissions leads attributable to organic (information forms, brochure downloads, calls), lead-to-enrolment conversion and, long-term, lower blended CAC. We connect GA4 with your admissions CRM (HubSpot, Salesforce, Education Cloud) to report real pipeline.
How to position an MBA or masters against aggregator rankings like QS or FT?
Not head-on. Aggregator rankings have unreachable short-term domain authority. Winning strategy: capture very specific long-tail ('part-time MBA with internships Madrid', 'state-funded cybersecurity masters'), work Program schema with verifiable data, collect real alumni reviews on Google profiles and independent platforms, and appear cited inside the rankings themselves with differential data.
Does SEO work if teachers are freelance and rotate?
Yes, but it requires adaptation. Editorial structure centred on the centre/programme authorship more than individual teacher. Teachers sign occasional articles as guests, but pillar pages are signed by the academic director or programme coordinator. That way SEO authority does not leave when a teacher rotates.
How to handle SEO for a bootcamp with several modalities (on-site, online, hybrid)?
One page per modality with its own content (no copy-paste with a word change). Each modality has a different student profile, different hourly intensity and different employability metrics. Course schema with the right modality (CourseInstance) and cross-linking between modalities so the student can compare.
How is SEO worked for state-funded training programmes?
It's a very profitable niche with concrete searches like 'state-funded [topic] course', '100% subsidised training for companies'. Dedicated pages with clear explanation of the funding process, available-credit calculator and real company cases. Course schema with priceCurrency: EUR and discounting that reflects '€0 for the company with state-funded credit'.
What role do external review platforms (Trustpilot, Course Report, etc.) play?
Critical. In training, buyers research reviews on external platforms before deciding. A serious SEO strategy includes active management of Trustpilot, Course Report (for bootcamps), Emagister, Educaweb. It's not about inflating reviews: it's about asking each graduate for an honest review and responding professionally to negative ones. The average quality of external reviews correlates very strongly with organic conversion.