Growing an EdTech Brand from 52K to 92K Monthly Visits in a Competitive Market

Situation

AAFT Online and AAFT University are brands in the online education space offering creative arts and media courses. The Indian EdTech market is one of the most search-competitive verticals — dominated by large players with high domain authority and significant content budgets.

At the start, the site was at 52,000 monthly organic visits. Growing this in a saturated space required careful prioritisation, not just producing more content.

Key challenges:

• Competing against well-funded EdTech brands ranking for high-volume terms like “online MBA,” “digital marketing courses,” and “film school.”
• Existing content was not well-optimised for how prospective students actually search.
• Keyword targeting was broad rather than focused on the brand’s strongest niche (creative arts and media education).

What I Did

1. Niche Keyword Prioritisation

• Shifted focus from high-competition generic education terms to AAFT’s actual strength — creative arts, media, film, fashion, and journalism courses.
• Identified medium-competition, high-intent queries where the brand could realistically rank and convert, rather than chasing impossible volume keywords.

2. Content Optimisation

• Audited existing course pages, guides, and blog content for keyword alignment, search intent match, and readability.
• Improved on-page structure across high-priority pages — clearer headings, direct answers to student questions, and better internal linking to course pages.
• Added content addressing specific student decisions: fees, duration, career outcomes, and course comparisons.

3. Technical & Site Health Fixes

• Fixed crawl and indexing issues that were preventing some course pages from ranking properly.
• Improved internal linking so that authority flowed to the most important course and program pages.

Results

• Monthly organic sessions grew from 52,000 to 92,000 (+77%) in a highly competitive EdTech market.
• Growth was sustained through niche keyword focus and intent-led content — not just volume plays.