Preply (EdTech Marketplace – Landing Pages, UGC & Content)

Preply, an online tutoring marketplace, grew from about 500,000 to 3.8 million monthly organic visitors in three years by executing a multi-faceted SEO strategy. A core driver was programmatic SEO for tutoring services: Preply created 48,000+ landing pages for tutor searches.

Each page is automatically generated from Preply’s tutor database, targeting high-converting keywords like “[language] tutor online” or “[subject] tutor near me” in dozens of languages. They even built geo-specific pages (e.g. “English tutor in London”) to capture local intent. What’s on these pages? They follow a template that includes a list of relevant tutor profiles, custom introductory text (often mentioning the city/language), FAQs, and internal links.

This ensures the pages are rich and useful, not just thin listings. As a result, Preply ranks for myriad long-tail queries from students seeking tutors, even capturing “near me” searches for an online service by smartly optimizing for local terms.

Preply didn’t stop at programmatic pages. They built a large SEO content funnel around it:

• A blog of over 5,000 articles addressing language learning questions (top-of-funnel content that educates users and attracts broad traffic).
• A Q&A forum where users ask language questions and tutors answer, creating user-generated content that ranks for niche queries (community-driven SEO).
• A proactive digital PR/link-building campaign: Preply ran surveys and local studies (e.g. “rudest cities by country”) to earn press coverage and backlinks at scale, boosting domain authority.

Together, these tactics formed a powerful loop: the blog and forum attract learners, many eventually search for tutors and land on the programmatic pages, which convert them to customers. Meanwhile, the backlink campaigns improved Preply’s overall rankings.

The outcome was a 660% increase in organic traffic and tens of thousands of new pages indexed. Preply’s case shows how blending template-based landing pages, UGC community content, extensive editorial content, and PR-driven link building can compound to dominate a vertical in organic search.