Challenge
Aurora’s website had grown organically over several years, resulting in a fragmented schools section that was holding back search visibility. Individual schools existed across multiple duplicate URL paths, with three separate directory pages all serving the same content. There was no consistent naming convention, no subfolder structure for school level content like curriculum, prospectus or Ofsted reports, and no location based landing pages to capture regional search intent. With over 3,000 URLs crawled and only 28% indexable, search engines were wasting crawl budget on duplicate and orphaned pages instead of surfacing the schools that families were actually searching for.

What we did
We carried out a full technical SEO audit and developed a comprehensive restructure plan for Aurora’s schools section. This included establishing a consistent URL naming convention across all 20+ schools and building out a dedicated subfolder architecture for each school covering curriculum, virtual tour, careers, prospectus, policies and Ofsted information. We also created location based landing pages to target regional search queries from parents and local authorities.

Result
In the 12 months following the restructure, UK organic search users grew by over 525%. Every individual school page saw between 300% and 600% growth in organic sessions, with newly created subfolder pages seeing increases of over 1,000%. New users from organic search grew by nearly 700%. Traffic to legacy duplicate URLs dropped by up to 65% as search engines consolidated around the new structure. Location pages are now among the highest performing landing pages on the site. This foundational SEO work is now informing a full website rebuild strategy.