LANGUAGE SCHOOL SEO CASE STUDY

The client

ABC School is a London-based English language school offering courses for international students seeking to improve their English proficiency for study, work and travel. The school operates in a highly competitive sector, with dozens of other institutions targeting the same keywords around “English courses London” and “learn English in the UK”

The brief

ABC School wanted to increase its visibility in organic search to attract more international students and enquiries through its website. The goal was to rank for competitive education-related keywords, grow website traffic, and generate a consistent flow of qualified leads without relying on paid advertising.

Go Mungo SEO was commissioned to deliver a long-term SEO strategy that would:

• Improve keyword rankings for core course-related terms
• Grow organic traffic to the website
• Increase student enquiries and course bookings

The campaign

Duration: May 2021 – October 2024

The SEO campaign began with a detailed audit of ABC School’s website, content, and backlink profile. Our analysis revealed that while the site had a solid structure, it lacked keyword optimisation, high-quality backlinks, and technical fine-tuning for search engine performance.

Phase 1: Technical and On-Page Optimisation

We first ensured that all key pages had optimised title tags, meta descriptions, and headings aligned with relevant keyword intent. This included refining course pages, location pages, and the homepage to target phrases such as “English language school London,” “IELTS courses UK,” and “learn English in London.”

Other improvements included:

• Enhancing internal linking and URL structure for better crawlability
• Compressing images and optimising page speed
• Implementing schema markup for courses and local business data
• Resolving duplicate content and mobile usability issues

Phase 2: Content Marketing and Link Building

To build authority, we launched a content marketing campaign focused on useful, search-driven topics that answered prospective students’ questions.

Example blog content included:

• “How to Choose the Right English Course in London”
• “Student Visa Requirements for English Language Schools in the UK”
• “Tips for Improving Your English Faster”

We also secured high-quality backlinks through guest posts, education resources, and collaborations with student and travel blogs — helping build strong link equity and improve domain authority.

Phase 3: Continuous Growth & Optimisation

Throughout the campaign, we continually monitored keyword performance, updated existing pages, and expanded new content areas based on search trends. Regular technical audits ensured the site remained compliant with Google’s algorithm updates and Core Web Vitals standards.

The results

- 400% growth in organic traffic between May 2021 and October 2024.
- Dozens of top-10 keyword rankings, including for “one to one english lessons,” and “how to say hi in english.”
- Significant increase in enquiries and student registrations through organic search.

Key performance highlights:

• Organic sessions increased fourfold over three years
• Domain authority strengthened through high-quality backlinks
• Improved website performance metrics (load time reduced by over 50%)
• Consistent month-on-month growth, even through major Google updates