How EDHEC Boosted the Visibility of its Programs Through a Candidate-Oriented SEO Strategy
of SEO traffic
of candidate leads
of scroll rate on program pages
OVERVIEW
ABOUT THE COMPANY
EDHEC is one of the most recognized French business schools, with an international presence and a range of programs from bachelor's to MBA.
HEADQUARTERS
Lille, France (campuses in Paris, Nice, London, Singapore)
INDUSTRY
Higher Education / Business School / Continuing Education
SERVICES PROVIDED
SEO Redesign of Program Pages
Semantic & Content Audit
Editorial Linking
UX + SEO Optimization
PROBLEM
EDHEC benefited from strong brand recognition, but non-brand SEO traffic was still underexploited. Program pages lacked semantic depth and were not designed to meet candidates' search intentions.
OBJECTIVES
Capture more qualified traffic on course pages.
Improve the structure and readability of programs on mobile and desktop.
Generate more applications via organic channels.
BOTANIK SOLUTION
Botanik proposed an approach centered on candidate journeys, articulated around in-depth editorial and structural work.
1 — RESTRUCTURING OF TRAINING PAGES
Addition of clear modules: career opportunities, testimonials, costs, FAQ.
Content rewriting to match job-info queries.
Optimization of titles and tags for each program.
2 — LINKING & CANDIDATE GUIDES
Connection between programs and advice content: "how to choose your MBA", etc.
Structuring of clusters around major themes: finance, marketing, data.
Integration of comparative pages and dynamic filters.
3 — UX & PERFORMANCE OPTIMIZATION
Mobile accessibility optimization (Core Web Vitals).
Improvement of scroll rate and time spent on pages.
Addition of strategic CTAs visible without scrolling.
RESULTS
In less than 6 months, SEO performance significantly improved:
of SEO traffic
of candidate leads
of scroll rate on program pages
CONCLUSION
Thanks to Botanik, EDHEC structured its SEO visibility around the expectations of its candidates. By combining technical optimization, educational content, and a data-driven approach, the school strengthened its organic acquisition across its entire training catalog.
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