Context
A US EdTech company with over 500 employees sells K-12 assessments. It grows through acquisitions, and each acquired brand arrived with its own website.
The engagement started in 2023 on one acquired site and grew to three.
Constraint
In 2025 the main site moved from Shogun to HubSpot CMS. Each product filter combination became a static URL, which produced 66,517 indexed pages. The site also carried a noindex tag for over two weeks.
Visibility fell from 26% to 11% at the start of the buying season for schools. Search and direct traffic together bring 86% of the company’s online customers.
What we did
- Restructured the architecture and removed the static filter URLs from indexing
- Rewrote robots.txt and rebuilt the sitemap
- Fixed 65,490 dynamic URLs and removed 39 redirect chains
- Rebuilt canonical logic and internal linking with the client’s developers
- Optimized 143 pages on one of the acquired sites
- Ran Google Ads on the same keyword strategy to keep traffic flowing during recovery
Result
| Metric | Before | After |
|---|---|---|
| Pages indexed | 66,517 | 324 |
| Errors | 655 | 120 |
| Warnings | 197,584 | 638 |
| Dynamic URLs | 65,490 | 0 |
| Redirect chains | 39 | 0 |
| Visibility | 11% | 16% |
- Organic sessions from 30k to over 95k a month
- First-page rankings on the optimized site from 61 to 352
- Google Ads: $33k spend at $0.44 CPC, 147 deals and a 608% ROI
Our role
One team handled strategy, technical SEO and paid search. We coordinated with over 10 people across the client’s marketing team, IT team and an external eCommerce agency.