Background

Vietnam is considered an ideal market for developing online English learning applications. Because this is a country with a fairly young population, most of whom use Smart Phones and have a high demand for improving their English proficiency. That is why in recent years, English learning centers, apps, etc. have been born one after another.

ELSA Speak has entered this fierce battle with the advantage of being one of the pioneers in applying artificial intelligence (AI) to English learning apps. The most prominent is the speech analysis technology – Speech Recognition. Allowing ELSA Speak to simulate the actions of a teacher: listening – accurately analyzing errors – correcting errors for users. Giving them the experience of learning English at home with a Smart Phone but the quality is not inferior to learning with a teacher in class. Helping users know what needs to be corrected and understand their pronunciation mistakes, thereby gradually improving their English proficiency independently and confidently speaking English.

Moreover, ELSA Speak gradually gained an advantage in the market. Because it quickly grasped the behavior of potential customers – they always search for information about how to learn English, how to pronounce English, English learning apps, … on Google. Seeing the great potential of this search channel, ELSA chose to develop an SEO strategy to increase access to more potential customers. And TOS is honored to be chosen by ELSA as the Agency to implement this search engine optimization strategy.

Goal

Strategy

01

Top Funnel Strategy

02

Mid Funnel Strategy

03

Low Funnel Strategy

When there are so many English learning applications in the market, increasing brand awareness for ELSA Speak is not an easy task. And TOS’s solution is a keyword-focused strategy aimed at each target customer group:

1. Top Funnel Strategy – Targeting customers who are starting to learn English pronunciation and communication

• This is a group of customers who are looking to learn and improve their English level, do not know or are not interested in English learning applications, including ELSA Speak. It can be said that this is the largest customer group and is the right choice to help ELSA Speak increase brand awareness.
• To successfully reach this customer group, TOS focuses on optimizing keyword groups about how to learn English, pronunciation, English for working people, etc. Through a system of tightly constructed articles with SEO standard quality.
• In addition, the ELSA Speak website needs to ensure the completeness of course information and expertise to increase brand credibility. At the same time, it is necessary to integrate the message and outstanding features of the product, specifically trial samples of the AI ​​technology analysis and pronunciation correction feature of ELSA Speak into the article.

2. Mid Funnel Strategy – Targeting customers who are researching English learning apps, English courses and are hesitant between other brands on the market

• Unlike the customer group in the above strategy, this customer group has a basic understanding and clearer needs about English learning applications. This is also a group with potential conversion ability that businesses should exploit to the fullest.
• For this group of customers, it is necessary to focus on keyword sets revolving around content about English learning apps, online English learning trends, etc. In addition to standard SEO factors, TOS focuses on bringing ELSA’s advantages into the article to increase . Along with placing pronunciation tests that are scored and corrected by artificial intelligence technology into the content, it will help stimulate the need to use and the interest of customers in the product more. From there, call on customers to leave Leads voluntarily and convincingly.

3. Low Funnel Strategy – Targeting customers who already know ELSA Speak

• Although this is not a large customer group, it is the group with the highest conversion rate on the website. And it is also the customer group that brands should focus on building trust and creating a good impression.
• For the group of customers who already know ELSA Speak, besides bringing the brand keyword group to TOP 1 to reach them, how to invite them to use the brand’s products/services is also an important factor. Therefore, TOS focuses on optimizing Banners, Messages and Call to action in the brand article group to be as attractive and appealing as possible.

With these 3 core strategies, TOS has successfully developed and leveraged the SEO channel to create real value for ELSA Speak in 6 stages.

In phase 1, TOS aims to attract and increase conversion rates for customers who already know ELSA Speak. Combine attracting more customers to increase brand awareness. We apply the Low and Mid Funnel strategies in parallel to bring strategic keyword groups into the TOP 10 of Google rankings (in which the Low strategy is still prioritized).

Phase 2, after successfully attracting a group of customers interested in the brand, TOS conducts the Mid and Top Funnel strategy to increase traffic, helping the Website reach more users. By bringing the keyword group related to how to learn English, pronunciation, English learning apps, … into the TOP 10.

In Phase 3, TOS focuses on maintaining the rankings of the previous 2 phases, while pushing some strategic keywords with high traffic to higher positions to increase Traffic as well as improve ELSA Speak’s ranking in the market.

Through 3 stages of SEO optimization, ELSA Speak has achieved industry-leading visibility (Share of Voice). Therefore, to continue to maintain its position and increase traffic, TOS has optimized keywords to anticipate trends and catch up with influential events with Catch Trend articles in stages 4, 5 and 6.

Results

Through 6 stages of SEO activities, ELSA Speak’s traffic has increased dramatically, strategic keyword groups all achieved high rankings in the TOP 5 – 10 of Google rankings and the amount of Leads collected is almost 100%.

Each stage has achieved extremely outstanding results and gradually brought ELSA Speak closer to a higher position in the market.

And it is an honor that the ELSA Speak project was included in the Short List of the Global Agency Awards 2023, in the category of Best SEO Campaign. As an acknowledgement of TOS’s SEO efforts in making ELSA Speak the leading English learning application in Vietnam.