EducationSEOAEOHigh-intent discovery for India's top business school
How we helped ISB reach senior professionals researching executive programs, without relying on people who already knew the brand.
Headline result+109%Keywords in Google's top 3From 13,685 to 28,621
The results
2x keywords in Google's top 3 for ISB's main site
On isb.edu, keywords ranking in Google's top 3 more than doubled in the first half of 2026, from 13,685 to 28,621, and average search position improved from 18.4 to 10.2. Non-branded keywords grew 45%, bringing ISB into more of the searches prospective students make before they have a school in mind.
+109%Keywords in Google's top 3From 13,685 to 28,621
18.4 to 10.2Average search positionFrom 18.4 to 10.2
+45%Non-branded keywordsFrom 79,378 to 115,015
+29%Search impressionsFrom 8.31M to 10.68M
Period: Jan to Jun 2026, compared with the previous 6 months · Source: Google Search Console
The challenge
Be found by people who haven't heard of you yet
ISB is well known, but most searches for executive programs don't include a school's name. Professionals compare options for weeks, on Google and increasingly in AI answers. The goal was quality discovery at those moments, not more traffic.
Reach people mid-researchCapture searches from professionals actively comparing executive programs.
Win competitive non-brand searchesRank for broad queries like executive MBA and product management courses.
Show up accurately in AI answersMake sure program details surface correctly in Google results and AI-powered answers.
Example searches:executive MBA Indiaproduct management course for professionalsbest executive education programsone year MBA for working professionals
What we did
Strong fundamentals, built for AI answers
A search strategy that kept ISB's program content authoritative and easy to find, in classic results and in AI-powered answers.
- Intent mappingMapped how senior professionals research programs, from first question to shortlist.
- Program page rebuildRestructured key program pages around the questions people actually ask.
- Answer-ready contentClear, quotable answers and structured data so AI engines describe programs correctly.
- Measure and refineTracked non-branded clicks and AI answer presence, and doubled down on what worked.
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