SEO Case Study: How an EdTech Company Increased Free Trial Users by 295%
On April 8, 2025, a Mountain View based EdTech company partnered with Goforaeo because their product was strong, but free trial signups from Google were not steady. They were getting some branded traffic, yet most high intent searches were going to bigger platforms. This case study shares the timeline, monthly work, and the real numbers behind a 295% increase in free trial users from SEO.
- Location: Mountain View, California, with users across the United States and a growing Bay Area focus.
- Campaign dates: April 8, 2025 to November 27, 2025.
- Timeframe: Almost 8 months, with monthly reporting from GA4, Google Search Console, and product trial tracking.
Company background and what was holding growth back
The client is an EdTech platform that helps learners build skills through guided lessons, practice sets, and progress tracking. They offer a free trial that converts well when people experience the platform, but the top of funnel was weak. Paid campaigns were bringing trials, yet the cost was rising and results were not consistent.
They had content on the site, but it was scattered and not tied to clear search intent. Several pages were competing for the same keyword, while other high intent topics had no dedicated pages at all. Their signup path also had friction on mobile, which mattered because a big part of their search traffic came from phones.
Who the SEO work was for
Most organic trial users came from three groups, and we shaped the plan around them. Each group searched differently, so the site needed pages that matched the exact intent. That is what helped rankings and conversions move together.
- Students: Searching for quick help, usually using words like practice, examples, or questions.
- Parents: Comparing platforms using words like best, review, pricing, or alternative.
- Career focused learners: Looking for a path using words like course, curriculum, certificate, or roadmap.
Tracking setup and baseline numbers
Before changing pages or publishing new content, we fixed measurement so the results could be trusted. We set up consistent tracking for free trial starts, email signups, and trial activation events. Trial activation meant the user completed at least one lesson or practice session inside the product.
Baseline period was March 1, 2025 to March 31, 2025. Organic sessions were 6,420, and free trial users from organic search were 42. Trial activation rate from organic trials was 54%, which showed the product worked once people got in, but not enough people were starting trials.
Strategy overview: why this SEO approach worked
We did not try to rank for every broad education keyword. We focused on searches that show clear intent, then built pages that solved the exact need. We also improved internal linking so Google and users could move from learning content to the free trial naturally.
The plan had five parts and we followed them in order, so each step supported the next step. This helped the campaign stay clean and measurable month by month. It also made it easier to explain progress to the client without confusion.
- Fix technical issues and page speed: So pages could rank and users could stay.
- Rebuild site structure around topic clusters: So Google understood depth and relevance.
- Create content for practice intent and comparison intent: So traffic was qualified.
- Strengthen trust signals: So visitors felt safe starting a trial.
- Remove signup friction: So more visits turned into free trial users.
Phase 1: Technical and site structure fixes
In April 2025, we started with a full crawl and index review. We found many thin pages indexed that were not meant to rank, plus duplicate titles across lesson pages. We also found slow load times on key landing pages, mainly due to heavy scripts and uncompressed images.
We fixed the basics first because content does not perform well if search engines struggle to crawl it. We improved Core Web Vitals on top pages, cleaned redirects, and made navigation simpler. We also created a clearer URL structure so each topic had one main hub page, with supporting pages underneath it.
What changed on the website foundation
We reduced duplicate metadata, improved canonical setup, and removed index clutter. We added schema where it made sense, like FAQ schema on key pages and structured data for courses. We also improved internal links so hub pages passed strength to the pages that drive trials.
- Duplicate titles and thin pages were cleaned up so Google could focus on the right pages.
- Course and FAQ signals were improved so pages matched question style searches better.
- Internal linking was rebuilt so the highest intent pages got more support.
Phase 2: Keyword mapping and content plan built from real intent
During late April and early May 2025, we mapped keywords to page types, not just pages. This was important because practice questions intent is different from best platform intent. Mixing them usually leads to weaker rankings and lower conversion.
We grouped keywords into clusters such as skill practice, guided course paths, exam prep, and platform comparisons. Each cluster had one main hub page and several supporting pages built to answer specific questions. This made the site easier for Google to understand and helped users find the next step without confusion.
How we chose what to build first
We prioritized topics that already had impressions in Search Console but low clicks. Those were near wins because Google already understood some relevance, but the page did not satisfy the query fully. We also prioritized pages that could naturally lead to a trial, like practice sets and try it free pages.
- Topics with impressions but weak clicks were updated first to lift CTR quickly.
- Practice pages were prioritized because they bring urgent users with high intent.
- Comparison pages were planned because they convert well for decision stage visitors.
Phase 3: Content production that leads to trials, not just traffic
From May to October 2025, we published and improved content every month. We focused on helpful pages with clear structure, simple language, and strong internal links. Each content piece had a direct path to the free trial, without sounding pushy.
We also created comparison pages because they convert well when done honestly. People searching for alternatives are close to deciding, and they want quick clarity. We wrote these pages to explain who the platform is best for, what it does differently, and what the free trial includes.
Trust signals that mattered for EdTech
Education content needs credibility, especially in competitive topics. We added instructor bios, lesson creation process details, and outcomes from real users. We also expanded FAQs based on support tickets and sales calls, because those questions usually match search queries too.
- Instructor and content creation details improved trust for new visitors.
- Outcomes and proof sections reduced doubt during the trial decision.
- FAQ expansion helped rankings and also reduced support questions.
Phase 4: Conversion improvements in the signup path
In July 2025, we saw strong traffic growth but trial starts were not rising at the same speed. This pointed to friction in the trial path. We reviewed the signup flow on mobile and found unnecessary fields, unclear error messages, and a weak value message above the form.
We simplified the trial start process and improved the message around it. We also added proof near the signup section like reviews, short results snippets, and what you get in the trial in plain words. After these changes, conversion rate improved and trial starts accelerated.
Small changes that had a big effect
We reduced steps from landing page to trial start and improved page speed on signup pages. We made the call to action clearer and added internal links to the free trial from pages that already had high engagement. This helped users move naturally from learning to trying the product.
- Shorter forms and fewer steps reduced drop offs on mobile.
- Clearer value messaging improved confidence at the signup moment.
- Stronger internal links pushed more engaged visitors into trials.
Monthly execution and performance data
Below is the month by month view from April 2025 to November 2025. Each month includes what we shipped and the outcomes from organic search. All numbers are organic only, tracked in GA4 and verified with product trial events.
April 2025: Fix tracking and remove technical blockers
In April 2025, we focused on measurement, crawl issues, and speed improvements. We also rebuilt internal linking so important pages were not buried. This month was mainly foundation work to support future rankings and conversions.
- April results: Organic sessions 6,850. Free trial users 49.
- Work shipped: Tracking cleanup, speed fixes on key pages, index cleanup, navigation improvements.
May 2025: Build topic hubs and rewrite underperforming pages
In May 2025, we built the first set of topic hub pages and rewrote older pages already getting impressions. We improved titles and page structure so users found answers faster. We also linked learning pages to the trial page more clearly.
- May results: Organic sessions 7,620. Free trial users 61.
- Work shipped: Two hub pages, six supporting pages, CTR updates from Search Console data.
June 2025: Expand practice content and add course structured pages
In June 2025, we leaned into practice now intent. We created practice pages that matched specific searches and included quick examples, step by step help, and a clear path to continue inside the product. We also created structured course pages that summarized what learners get.
- June results: Organic sessions 8,540. Free trial users 74.
- Work shipped: Practice content cluster, course page templates, schema improvements on key pages.
July 2025: Improve trial conversion rate and strengthen comparison pages
In July 2025, we fixed signup friction and expanded comparison content. Comparison pages were written to be fair and simple, with the sections users expect. We also improved internal links so comparison visitors could start a trial with less hesitation.
- July results: Organic sessions 9,480. Free trial users 93.
- Work shipped: Signup flow improvements, four comparison pages, stronger proof near CTAs.
August 2025: Authority building and content refreshes based on Search Console
In August 2025, we updated pages ranking between positions 5 and 15. These pages usually need clearer answers, better subheadings, and stronger examples. We also started link building focused on real education sites, resource pages, and partnerships.
- August results: Organic sessions 10,760. Free trial users 118.
- Work shipped: Content refresh sprint, internal linking upgrades, first wave of authority links.
September 2025: Target high intent long tail searches and improve CTR
In September 2025, we went deeper into long tail keywords with strong intent. These were searches with clear I need this now language, and they often convert better than broad terms. We also rewrote titles and meta descriptions for pages with high impressions but low clicks.
- September results: Organic sessions 12,430. Free trial users 136.
- Work shipped: Long tail content cluster, CTR testing updates, FAQ expansions on trial related pages.
October 2025: Scale winning topics and build content that supports product activation
In October 2025, we doubled down on the best performing topics and built next step content that supported trial activation. This mattered because a trial that activates is more likely to stay. We added learning paths, clearer onboarding prompts, and helpful internal links for new users coming from Google.
- October results: Organic sessions 13,980. Free trial users 155.
- Work shipped: Learning path pages, onboarding improvements, activation focused content updates.
November 2025: Strongest month and clean before vs after proof
In November 2025, the site had enough depth that Google began ranking the platform across multiple intent types. Practice pages brought volume, comparison pages brought decision ready users, and hub pages helped everything connect. The trial funnel was cleaner, so more visits became real trial users.
- November results: Organic sessions 15,210. Free trial users 166.
- Work shipped: Final content updates, internal link reinforcement, additional authority mentions.
Before vs after proof: free trial users increased by 295%
Baseline month was March 1, 2025 to March 31, 2025, and free trial users from organic search were 42. The comparison period was November 1, 2025 to November 27, 2025, and free trial users from organic search were 166.
That change from 42 to 166 is a 295% increase in free trial users, measured through GA4 conversions and confirmed with product trial start events. Organic sessions also increased from 6,420 in March to 15,210 in November, showing the growth was driven by stronger visibility, better intent match, and a smoother signup path.
What drove the growth: the real reasons, not vague advice
The biggest driver was building pages around clear intent instead of writing broad content. When someone searches for practice help, they want an answer fast and a way to continue learning. When someone searches for alternatives or reviews, they want quick comparison and proof, and those pages performed very well.
The second driver was cleaning the site structure so Google understood topical depth. Topic hubs connected related pages, and internal links made it easy for crawlers and users to move through the site. This also helped new pages rank faster because they were supported by stronger parent pages.
The third driver was conversion work. The platform already delivered value, but the signup flow created small drop offs. Once we reduced friction and explained what the trial included in simple words, trial starts increased even on pages that already had traffic.
Tools used by Goforaeo in this campaign
We kept the tool stack practical and used it to make clear decisions each month. Tracking and reporting made sure SEO work could be tied back to trial results. Audits and research tools helped us find what to fix, what to publish, and what to update.
- GA4: Organic sessions, conversion events, trial starts.
- Google Search Console: Impressions, clicks, CTR changes, query insights.
- Product analytics: Trial start and activation verification inside the platform.
- Screaming Frog: Technical audits, index checks, metadata issues.
- PageSpeed Insights and Lighthouse: Performance checks and speed fixes.
- Ahrefs and Semrush: Keyword research, competitor gaps, link tracking.
- Looker Studio: Monthly reporting dashboards.
- Microsoft Clarity: User behavior review on landing pages and signup pages.
What other EdTech companies can take from this
This case study works as a simple model for EdTech brands that depend on trials. Fix measurement first so results are clean, then build intent based page clusters with clear internal linking. Publish consistently, but focus only on topics that match real searches and naturally lead to trials.
Also, do not treat SEO and conversion as separate projects. Rankings bring the visit, but the trial flow turns that visit into a user. When both improve together, growth becomes steadier and easier to scale.
Closing summary: where the company stood on November 27, 2025
By November 27, 2025, the Mountain View EdTech company increased organic free trial users from 42 to 166, which is a 295% jump. Organic sessions more than doubled, and the site gained visibility across practice, course, and comparison searches. The results came from steady monthly SEO work, stronger content structure, better trust signals, and a smoother trial experience.