145%
Increase in Traffic
Industry: Education, Study Abroad Advising
Platforms/Tools: Search Console, SEMrush, Ahrefs, GA4
Brand Overview
CollegePass, a platform that helps students navigate admissions to top global universities, was struggling with online discoverability. Despite strong product-market fit and a compelling app, they lacked meaningful traction via SEO and organic app channels.
The Challenge
Website traffic was stagnant, averaging only 376 users/month.
App discovery was highly dependent on paid channels, resulting in high CAC.
Conversion from Free to Plus users in the app remained low despite solid product usage.
The Goals
Increase organic traffic and user acquisition
Increase app installs (organically)
Strategy
Foundational SEO Cleanup
Fixed indexation issues, removed zombie pages, and ensured crawlability via updated sitemap and robots.txt.
Implemented schema for blog, guides, and product pages to enhance SERP appearance.
Keyword Strategy + Content Clusters
Researched and mapped high-intent queries like: “SAT tips for Ivy League”, “How to get into MIT”, “Early Decision vs Regular”, etc.
Developed content clusters around test prep, admission essays, country-specific admissions, and career goals.
Website Structure + Internal Linking
Rebuilt the site’s information architecture for better content discovery and equity flow across primary pages.
Designed pillar → subtopic structure to improve engagement and time-on-site.
App Store SEO + Organic Funnel Optimization
Integrated deep links between top-ranking web content and app download CTA.
Optimised Play Store and App Store listings using keywords, localised descriptions, and updated screenshots.
Created blog-led download journeys that pushed qualified traffic to the app.
Conversion Optimisation
Introduced subtle in-app nudges, exit-intent triggers, and A/B tested placements to drive Plus upgrades.
Personalised upgrade messaging based on user behaviour.
Key Results
Website Traffic
Grew from 376/month → 921/month, a 145%+ increase.
The highest lifts came from targeted informational content around test prep, scholarships, and how-to guides.
App Performance (Organic-Only)
10x increase in organic app user acquisition.
App store discoverability improved dramatically due to on-site SEO and ASO alignment.
Upgrade rate from Free → Plus increased by 31% by mid-2024 due to better targeting and CRO.
Key Takeaway
By integrating SEO with product-led app growth, CollegePass transformed its online channels into high-converting, sustainable acquisition machines. The dual growth across website traffic and app installs, and more importantly, user upgrades, showcases how organic content and experience design can amplify startup growth without reliance on paid media.