TertFinder

The brief

TertFinder is an EdTech startup that helps high school students choose career paths and prepare for university.

The founder wanted to bridge the gap between high school and college, starting with content that could answer the questions students were already searching for.

At the time, the site had no organic presence, no content strategy, and no traffic.

We needed to create search visibility from scratch with ToFu and MoFu articles students could actually use.

Organic growth

How I got the context

I had to understand the student journey before I could map the content.

That meant looking at the questions students ask before choosing a course, comparing schools, or trying to understand where a subject could take them.

Audience and keyword research: I mapped the search landscape around career guidance, subject selection, undergraduate decision-making, and college comparison content.

The best opportunities were not broad education keywords. They were specific questions with clear student intent and less competition from established publishers.

Search structure: I planned articles around the question each page needed to answer, then wrote headlines and sections that could compete for first-page rankings and featured snippets.

Search Console tracking: I also set up Google Search Console tracking so we could see which queries were bringing students to the site and use that data to guide new topics.

Internal linking for SEO: I connected related articles so search engines could understand the content clusters, pass authority between pages, and give each new post a better chance of ranking.

Team collaboration: I worked with the developer, design team, and website manager on SEO best practices so the content work did not stop at the draft.

Behind the articles, I set up tracking, connected related pages, and helped the wider team publish in a way search engines could understand.

What I wrote

I wrote 40+ short-form SEO articles across ToFu and MoFu topics.

Some articles helped students explore possible career paths.

Some explained subjects, courses, and undergraduate options.

Some supported comparison moments when students were weighing schools or next steps.

I also supported social media with copywriting and repurposed articles into social content, so the same research could support search and organic social growth.

What changed

• 40+ SEO articles published across career, subject, and college decision topics
• Multiple first-page rankings for target keywords
• Featured snippets captured, including Position 0 placements
• Organic traffic spiked during admission season
• Developer, design, and website teams had clearer SEO guidance for publishing
• Repurposed article content contributed to a 500% organic follower increase

Featured snippet

Position 1