SEO for edtech
SEO for an edtech company means winning the procurement search — compliance, integration and evidence — rather than the learner search, because the learner is not the one with the budget.
The problem
The person who signs the contract is a procurement lead or a head of digital, not a learner. They search in the language of compliance, integration and evidence: data protection, accessibility conformance, single sign-on, and whether anyone has evaluated whether the thing works. Most edtech marketing sites are written for the learner and win none of those queries.
Procurement queries are the commercial ones
Long, specific, low-volume queries about data residency, accessibility conformance and roster syncing convert at a rate that no top-of-funnel keyword approaches. They are also nearly uncontested, because competitors treat them as documentation rather than marketing.
- A compliance page per framework you actually meet
- Integration pages for each system you connect to, named
- Evidence and efficacy pages that cite real evaluation
- Comparison pages against the incumbent you displace
Category pages beat feature pages
Buyers search for the category before they search for you. If you have no page for the category, you enter the evaluation only when someone already knows your name.
Answer engines in the shortlist stage
Procurement shortlists are increasingly drafted by asking an assistant which tools meet a set of constraints. Being included requires your constraints to be stated on a page, in text, not in a gated PDF.
Talk it through
Thirty minutes, no deck. If search is not your constraint, I will say so on the call.