Introduction
AfterSchool is an online exam preparation platform for Hong Kong students. The engagement began with a clear constraint: their go-to-market strategy was narrow, focused mostly on keywords tied to the DSE (Diploma of Secondary Education) and tutoring.
Online exam preparation was not yet a widespread practice, which made building awareness a challenge from the start.
The Challenge
When we examined AfterSchool's keyword portfolio and traffic sources, we found the strategy was too narrow. More than half (51.56%) of their organic traffic came from a single cluster, "Study Guides and Materials". That concentration capped their reach and visibility in search.
The company also measured growth by daily active users, yet was not fully leveraging features like its community, trial courses, and online exam materials to keep users engaged and drive organic growth.
Our Solution
We built a comprehensive SEO strategy around two objectives.
Diversify the keyword portfolio
We expanded the focus beyond DSE and tutoring to cover topic clusters across a range of academic subjects, capturing a broader audience and increasing overall visibility.
Emphasise top-of-funnel keywords
With student awareness as the primary goal, we targeted high-volume, top-of-funnel keywords to reach more potential users at the start of their search journey.
We worked closely with AfterSchool's team to put these changes into practice, optimising existing content and creating new pages to cover the expanded keyword set.
Results
The diversified strategy delivered significant gains:
- •167% increase in demand-generation keywords
- •281% rise in keywords ranked within the top 5 positions
- •Page-one keywords grew from 626 to a peak of 1,916, stabilising around 1,867 across the final four months
Organic traffic grew 349% over the campaign, page-one keywords rose 407%, and we built 87 backlinks.
