An EdTech selling online English programs in a hyper-competitive category, dependent on paid for 90% of acquisition. We rebuilt the evaluation answer — both in Google and in LLMs — and pulled CAC down across the entire funnel.
Crowded category dominated by global brands with deeper pockets. The brand had a strong methodology but no answer for the evaluation queries that drove enrolment ('best online English course', 'X vs Y', 'platform that works for adults'). 90% of acquisition came from paid with rising CAC.
Comparison pages, methodology breakdowns and outcome-based content built around how adults actually evaluate online English programs.
Teacher profiles structured as entities, student outcomes as case studies — turning soft brand signals into hard SEO assets.
Schema and structured comparison data so ChatGPT, Gemini and Perplexity cited the brand when adults asked for online English recommendations.
Reporting tied to enrolment cohort so SEO impact was measurable in students enrolled — not just leads.
Qualified leads grew 182% over 11 months with CAC 51% lower than paid baseline. The brand reached paid-organic parity in enrolment by month 11 and became the most-cited platform in LLM evaluation answers.
"We were one bad ad-platform change away from losing the company. Now organic is a real second leg."
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