Background

iSCHOOL International Integration School System has a multi-level training model from kindergarten to high school, with a team of 700 enthusiastic, dedicated and responsible teachers and staff. Over the past 10 years, iSCHOOL is proud to have been present in 14 provinces and cities across the country and is the choice of study for more than 40,000 students.

iSCHOOL is famous for its unique educational program, combining the curriculum of the Vietnamese Ministry of Education and Training with the Cambridge English program. The proud difference in the whole system is the research and application of the ITL© Education method on the basis of information technology application, active teachers, proactive students, learning through projects and teamwork.

That is why iSCHOOL has long become a familiar name in the educational community in Vietnam in general and international schools in particular. However, when compared to schools in the same segment, iSCHOOL has almost the lowest Traffic in the market.

This Traffic mainly comes from customer groups that already know the brand through other Branding activities. This shows that iSCHOOL’s reach to potential customer groups is still very limited. And in the digital age like today, when everyone is searching for information on Google, especially information about education and schools. From there, iSCHOOL realized that this was an opportunity to increase its brand awareness and started cooperating with TOS to implement an SEO campaign in 2020.

Goals

Strategy

01

Top Funnel Strategy

02

Mid Funnel Strategy

03

Low Funnel Strategy

To achieve the goals set by iSCHOOL, TOS has planned a comprehensive SEO strategy including: reaching the maximum target customer groups and strengthening the existing strength of the brand on the Website.

In terms of commerce, education is a valuable and risky industry. If you choose to buy wrongly, it will affect not only money but also time and future. Therefore, customers of this product always tend to consider and encounter many psychological barriers in the purchasing process.

Understanding that, the first thing that TOS does in its SEO strategy is to optimize groups of information pages about the school, classes, courses, teaching methods, etc. on the iSCHOOL Website. In order to increase the prestige of the brand, affirm the expertise and provide full information to help users feel secure in placing their trust in the brand. And in these groups of pages, TOS exploits to the maximum, cleverly integrating groups of keywords about the school’s services and teaching to optimize access to target customers.

Also in the first phase, TOS focuses on recreating and standardizing the Website to create a premise to help support the next SEO tactics to maximize their effectiveness.

After consolidating the reliability, expertise and ensuring the health of the website, TOS optimized the keyword set built on the analysis of iSCHOOL’s goals. In order to increase brand recognition for the iSCHOOL school system, TOS proposed 3 keyword sets targeting 3 target customer groups that need to be reached:

1. Top Funnel Keyword Set:

• Including keyword groups related to “Educational methods”, “Life skills + levels”,… closely following the educational program/method that iSCHOOL is applying. With high search traffic, this keyword set is considered an ideal Traffic increasing tool for the project.
• The Top Funnel keyword set will respond to the search behavior of the customer group of parents/students who are interested in education and learning about learning methods.
• This is a new set of keywords that has no content on the Website. Therefore, TOS needs to build a system of SEO standard articles to push this group of non-brand keywords to page 1 of Google rankings. In order to increase search traffic from target users for the Website. At the same time, cleverly integrate iSCHOOL’s outstanding advantages into the article to increase brand recognition.

2. Mid Funnel Keyword Set:

• Focus on keyword groups related to iSCHOOL products and product features such as “School + level + adjective” or “School + location” especially adjectives such as “private”, “bilingual”, “international standard”.
• This set of keywords will help reach the group of customers who are looking for schools in general, international schools in particular, or are considering choosing between schools.
• Along with the Top Funnel keyword set, Mid Funnel is also a new keyword group, without much content and needs to be pushed into the TOP 10 on Google. With the target customer group that already has knowledge about international schools and wants to learn about this school, TOS focuses on building a system of SEO-standard articles with content that provides the most useful, clear and complete information. At the same time, highlight the advantages of iSCHOOL, apply Call to action to introduce and create a good impression on customers. Aim to approach and call them to choose the brand.

3. Low Funnel Keyword Set:

• This is a group of keywords related to the iSCHOOL brand.
• Customers searching for this keyword group mostly already know the brand and want to learn more information about iSCHOOL.
• This keyword set has a fairly high ranking, TOS maintains and optimizes GMB to increase brand awareness for customers.

Results

Compared to the initial target, the results from SEO activities have exceeded expectations. From the starting point of having the lowest traffic in the market, iSCHOOL rose to the top position in terms of traffic, spreading brand awareness to a large number of parents/students on the Google search engine.

Specifically, from August 2022 to March 2023, iSCHOOL’s Traffic  grew dramatically. In the first month of starting SEO activities, Traffic increased by 14% compared to before. Except for the Lunar New Year period from January to February 2023, Traffic tended to decrease slightly according to market demand. In the remaining months, Traffic growth was always more than 100%.

• Among them, the group of pages that contributed the most Traffic and had the best growth was the Blog page with a set of non-branded keywords that ranked Top.
• The preschool content group has the highest Traffic, reaching 15,500 Traffic/month by February.
• The high school content group in January averaged 120 Traffic/month, but in January and February it only reached 2 Traffic/month.
• The Middle School group has the lowest traffic, averaging 6 Traffic/month.