Pearson SEO Case Study

Pearson is world’s leading learning company operating in 70+ countries. It offers world-class educational content and assessment, powered by services and technology, to enable more effective teaching and personalized learning at scale.

Their goal is to help people to learn at every stage of their lives, from pre-kindergarten to secondary school into higher education, throughout professional development and training and beyond. Pearson offers a wide range of ways to learn: direct delivery such as schools and colleges; digital products; platforms and services; analog and print materials such as textbooks, assessments, tests and qualifications.

Our objective was to build a strong organic search presence which can complement and align with integrated digital media strategy. Global site and aggregators were outranking Pearson India on core product searches and we were forced to spend media budgets on our branded keywords and buy our leads from aggregator sites.

• Limited Scope to make changes on Pearson Website
• Global Sites and aggregators taking away market share
• Reduce Cost per Conversion/Acquisition
• Identify Content Gaps and Improve User Journey
• Drive ROI from SEO

We opted for integrated POEM (Paid, Owned and Earned Media) strategy to position as industry leader to reach end customers. We opted for a blend of consistent and complementary communications to maximize visibility on digital channels using channels and help Paid media channels with remarketing data which can help us bring down overall customer acquisition cost.

• Title, Meta Tags & Content Optimization to build relevancy on search terms
• Optimize Landing Pages & User Flows, Heat Maps
• Content Marketing to Build Topically Relevant Links
• Technical SEO to improve crawling rate and indexing ratio of the website

Technical SEO refers to the process of optimizing your website for the crawling and indexing phase. With technical SEO, you can help search engines access, crawl, interpret and index your website in the most optimal manner.

Fulcro Team audits all websites over 50 different parameters to make sure websites are SEO friendly.

Regular website health checkup using tools like Google Webmasters, Screaming Frog, ahrefs.com has helped to make sure website is error free and being prioritized by search engines.

• Error Free Websites are prioritized in Search Rankings – we fixed all 4xx, 3xx and 5xx errors
• Migrated Mirror websites and orphan landing pages to preferred landing pages to pass link equity
• Identification and Removal of Canonical Pages which were diluting the authority of main page
• URL Structure Optimization and redirections to improve Crawling Rate and Fix Indexing Issues
• Implementation of Rich Schema tags to highlight key information to Google and build strong brand presence
• Identified Content gaps using webmasters and AdWords data. We add additional content in structured manner with targeted keywords to increase relevancy and proximity
• Used tool like Hotjar to analyze ‘Heatmaps’ to improve organic conversions and Engagement

With our SEO services and a strong strategy Pearson achieved 84% average growth in Organic Traffic in 2019 vs. 2018. Additionally, organic search started driving conversions and contributed in assisted conversions to other mediums like Paid, Referral