A financial education platform published materials for people at different levels of experience. The task was to connect topics, lessons and search questions in a clear structure; the client remains anonymous.
Make learning materials easier to find for people studying financial topics.
The educational library needed to follow search demand, informational searches needed better visibility, and search traffic had to connect with learning on the platform.
We turned the learning library from a “file collection” into a structure where each topic forms a cluster of connected pages with a clear learning path.
- Mapped searches across financial topics and audience experience levels, from basic concepts to specific strategies.
- Grouped learning pages into clusters of topics, subtopics and lessons, with a learning sequence and links between materials.
- Reworked key pages around search intent, putting a clear answer near the start and adding depth and examples further on.
- Improved internal linking to guide people from informational articles to practical lessons on the platform.
- Introduced quality standards for YMYL topics: accurate, current information and careful wording without investment promises.
- Set up regular updates so ageing materials are reviewed on schedule and new topics are added in response to search signals.
For an education product, the path from discovery to understanding to continued learning matters. We designed search structure to support the teaching logic rather than compete with it, helping search visitors continue into lessons instead of remaining one-time visitors.
Visibility for informational queries grew 55% year over year. More than 80 educational materials were organized into topic clusters and difficulty levels; the client remains anonymous.
| Metric | Result |
|---|---|
| Informational-query visibility year over year | +55% |
| Educational materials in topic clusters | 80+ |
Metrics are transcribed from the original case materials. A period is stated where it is recorded in the source.
The work identified these areas for further growth:
- Add practical exercises and tests to keep learners engaged within topic clusters.
- Build a financial glossary to cover definition searches in the niche.
- Build GEO visibility so the platform appears in AI answers to educational financial questions.