Are you an EdTech and looking to scale your business in 2023?
Have you been challenged by the high Cost per Click (CPC) and Cost per Acquisition (CPA) for any paid campaigns?
You are not convinced any Paid Campaigns through Socials, or Google Ads would have a positive or cost-effective Return on Investment (ROI).
Or conversely, you’re a new EdTech platform & don’t have enough seed money to invest in paid ads.
So what option are you left with if you want to grow your EdTech business sustainably in 2023?
Search Engine Optimization (SEO) is your best bet to scale your Online Education Business Sustainably.
The average CPC on Google Ads for relevant student and parents related target markets is $0.47, with an average conversion rate of 0.5%.
So that would mean you had a target of 1000 app installs for a month; that would require a monthly campaign budget of $200,000 approximately.
Now that’s a massive marketing spend for just 1000 installs.
At an infancy stage, that would mean you don’t know whether the installs will convert into paying customers, so you’re in the dark about any possible Return on Investment.
This could mean you need to burn a couple of hundred thousand dollars before seeing any traction in the form of app engagement, referred installs etc.
So what’s the recommendation of the marketers at ConvertBunny?
Ideally, you would want to experiment with a paid search, display and social media ads budget combined with a comprehensive SEO and Content Marketing campaign.
Why is SEO & Content Marketing needed to enable a seed-funded EdTech startup?
The answer is simple; with organic search, you might take time to build topical authority, but it will enable you to rank on search engines for thousands of relevant keywords within the campaign period.
These keywords will ideally be a range of top-of-funnel, middle-of-funnel and bottom-of-funnel keywords.
All you need to ensure is the keywords are aligned with your EdTech offering.
So if you’re focusing on British O and A levels students as your ideal target audience, then be sure the questions and answers you provide through content marketing are aligned perfectly with the syllabus of that board.
The content needs to be such that it answers crucial pain points of relevant decision-makers.
So who are the stakeholders for an EdTech business that need to be provided with relevant information?
- Students are one.
- Parents are a second important stakeholder. Have content that answers their concerns on how a platform can enable their children to perform and get distinctions and higher grades.
- In many cases, businesses also need to recruit teachers so they become relevant. It would be best if you ranked keywords and topic clusters that facilitate teachers in making decisions about whether to work on your platform as a tutor or not.
What type of content resonates for EdTech platforms and wins much-needed organic conversions
What do students find most challenging in class?
Yes – the actual syllabus in most cases.
Focus on the problems students find most pressing and essential to get good grades.
The same questions they ask teachers in class and find hard to comprehend are the same concepts these students and their parents search online.
So how do you align with their pain point and your product offering?
You provide relevant and well-explained answers.
Once they go through your content marketing efforts via search results and land on your article page, you can show your prowess as a top education website and platform.
When you gain the visitor’s trust through your well-explained answers, they would, in most cases, be curious to know what the website and offers are all about.
Funnel those article readers to a relevant course offering or tutoring page so that they can learn about what you’re all about.
But wait…
You might get by now how you can get users to land on your articles and get them to convert potentially.
Though you still might be wondering what the content split should be like.
Based on our experience working for the Noon Academy Pakistan blog and running an SEO Campaign for the EdTech platform for over six months, we are not just claiming to know this segment.
What worked for Noon Academy’s Blog?
Let us facilitate education websites with actual numbers, keywords we ranked for during the campaign and the overall traction they got from the SEO Implementation we provided for their education website and app.
Can a fresh blog and content marketing effort cross 50K+ organic visitors monthly within six months?
Based on our engagement, we can confidently tell you that it is possible.
But in our case, it took more than six months.
The first articles on the Noon Blog started going live in September 2022.
As you can see, we crossed 50K organic search visitors by roughly April 2023.
So that means it took us to achieve that kind of result in roughly eight months.
That doesn’t mean we cannot surpass those numbers within six months. Or any SEO Agency that understands strategy and content development for education platforms.
What was the content velocity and distribution of content?
It was 20 long-form articles and 50 question-and-answer style content every month.
So yes, you can understand that meant prior planning through keyword research keeping in mind seasonality, syllabus components that students usually find difficult and aligning the content team for such aggressive content marketing campaigns.
Was it worth it?
For a monthly retainer, the Education Website and Platform got a great return on investment.
Look at the latest SEO Metrics for the Noon Pakistan blog.
You’ll be surprised to see that despite Pakistan (TG for Noon Academy) being a lower CPC market, the forecasted traffic value on Ahrefs is $8300 worth of monthly organic visitors.
That tells any education website owner that SEO Works and if given enough time, can help you get brand awareness, conversions and an increase in the bottom line.
As of August 2023, Noon Academy’s blog is ranking for 22K Keywords, out of which 500 odd keywords are ranking 1-3 globally, with 60% chunk of those top rankers coming from Google Pakistan.
Which, of course, it their primary market for this SEO Activity we did.
Interested in Knowing how we managed such a successful SEO and Content Marketing campaign without any link-building budget to facilitate link buying?
If so, wait for the next article in the same sequence that will explain the entire process in much more detail with actionable tactics for education websites to ace their SEO and Content Marketing Campaigns and build sustainability for their business.
