Growth outcomes, documented in full.

CHALLENGE

Large websites create a different type of SEO challenge. When a website has a large number of pages, categories, and content types, there are always more SEO opportunities than the team can realistically work on at the same time. The challenge was not: How can we optimize more pages? It was: Which SEO initiatives are most likely to create meaningful growth? Instead of treating every page or task as equally important, I focused on four main growth levers: Prioritizing high-opportunity category pages. Improving course page descriptions at scale. Fixing an indexing issue. Expanding into new search demand through salary-focused content clusters.

SOLUTION

1. Prioritizing High-Opportunity Category Pages Rather than distributing SEO efforts equally across all pages, I prioritized category pages based on their potential to capture broader search demand. Category pages represented an important opportunity because they could target larger topic areas while connecting users with multiple relevant courses. The goal was to focus resources on page types with the potential to create a wider organic impact. Prioritization became a core part of the SEO strategy. Instead of asking: What should we optimize next? The focus became: What has the highest potential impact if we improve it now? 2. Improving Course Page Descriptions Around User Decision-Making Course pages were one of the platform's largest scalable SEO assets. Instead of treating every course page as a separate optimization project, I focused on improving the structure of the course description itself. The main change was restructuring the description around two important user questions: What will I learn? The description was structured to help users understand the knowledge and skills they could gain from the course. Rather than leaving users with a general description, the content aimed to make the expected learning outcome clearer. Who is this course for? The description also helped users understand whether the course was suitable for them. This made it easier for users to identify whether the course matched their: Current level. Background. Learning goals. The goal was not simply to add more keywords or increase the amount of text on the page. It was to make the course description more useful during the user's decision-making process. I didn't treat the course description as a place to add more keywords. I treated it as part of the user's decision-making process. Because this framework could be applied consistently across course pages, it created a scalable approach to improving a large number of pages. 3. Fixing an Indexing Issue I identified and prioritized an indexing issue that was affecting the discoverability of pages on the website. This became an important priority because content and optimization efforts have limited value if important pages are not being properly discovered and indexed. The approach here was simple: Fix technical barriers before expecting content growth alone to solve the problem. Resolving the indexing issue was part of strengthening the SEO foundation and ensuring that valuable pages had a better opportunity to appear in search results. 4. Expanding Into New Search Demand Through Salary Content Clusters In addition to improving existing page types, I worked on expanding the platform's organic search footprint. I launched salary-focused content clusters targeting career and salary-related search demand. The strategy was not based on publishing isolated articles. Instead, the goal was to build structured topical coverage around related salary and career topics. This created an opportunity to expand beyond the platform's existing course-focused search footprint and capture adjacent search demand relevant to the platform's audience. SEO growth doesn't always come from improving existing pages. Sometimes growth comes from expanding into adjacent search markets that are relevant to your audience.

RESULT

| Metric | Previous Period | Latest Period | Change | | ---------------- | --------------: | ------------: | ----------------------------: | | Organic Clicks | 508K | 1.03M | **+103%** | | Impressions | 13.9M | 24.4M | **+76%** | | CTR | 3.7% | 4.2% | **+0.5 percentage points** | | Average Position | 8.2 | 7.4 | **Improved by 0.8 positions** |