The brief
Lexiko Lab sells reading tools to Greek schools and to parents. They had one Greek marketing site and a habit of calling every URL “education.” The school/procurement hub and the parent/consumer hub shared templates. Publisher outreach used a single spreadsheet. Mentions from a teacher magazine landed on a URL that also claimed to be for parents buying a home licence. Search systems were being told the company had not chosen.
School procurement is a different intent from a parent searching after dinner. Vocabulary is different. The Greek results page for a classroom-reading query is not the one a parent uses. Mixing the citations made both graphs look accidental.
The commercial team wanted one report. They got two, on purpose. A blended “all education” chart would have hidden which hub was actually moving.
What we did
On-site: two hubs, honest internal linking, no “one URL for everyone” games. Outreach did not start until those URLs existed. Mentions have to point at the page meant to rank for that audience.
Two prospect lists. School titles, teacher magazines, and a few national papers with an education desk for the procurement hub. Parenting titles, consumer education pieces, and family desks for the home hub, built from scratch, not copied. A host that was useful for schools was not pasted into the parents sheet “to save time.”
Pitches talked about practice in that audience: devices in a Greek classroom, curriculum notes, and procurement cycles, or homework after 8pm, depending on the brief. A recycled English case study was not the angle. Teachers can tell. Parents can tell faster.
Metrics were compared within a hub, never as a blended DR average across both. Blended averages are how you congratulate yourself for the wrong reader.
Sessions across the engagement
Jan to Aug 2025. Organic is the destination URLs in this brief; referrals are clicks from accepted placements.
Organic sessions Referral sessions
What actually went live
Accepted URLs only. Declined prospects are not dressed up as a pipeline.
- Schools placements22
- Parents placements18
- Shared (rare)3
What moved
Schools hub organic sessions rose 44 percent. Parents rose 38 percent. Both from a low base. School-year seasonality is visible in the monthly chart; we did not flatten it into a straight line to make the slide prettier.
Referring domains that actually helped were audience-matched. A handful of general education titles were used only when the article was about a practice that genuinely crosses both desks. Default remained no.
Lexiko Lab’s board now sees two hubs. The previous single “Greece education SEO” slide is gone. That governance change will outlast any one placement.
School calendars are not a rounding error. Classroom queries and parent queries do not peak in the same week. We reported against those calendars rather than against our invoice month. A flat line would have hidden that the schools hub moved earlier in the spring and the parents hub moved when homework actually came back. If you blend the two audiences to make a smoother chart, you are back in the folder trick, only this time in the dashboard.
Once the hubs were honest, mentions pointed at the URL that matched the publisher’s reader. A teacher magazine citing the parents hub would have been a mistake we refused to make even when the magazine was easier to close. The control URL, a shared blog not tied to either hub, barely moved. That is useful: it suggests the lifts were not a general brand tide. They followed the citations we actually placed. A rising tide is a pleasant story. A control URL that stays put is better evidence.
Selected queries
Positions from the market named in the brief. A dash means the URL was not ranking in the top 100 at the start.
| Query | Before | After | Move |
|---|---|---|---|
| κατανόηση κειμένου δημοτικό | #20 | #8 | +12 |
| λογισμικό ανάγνωσης τάξη | #27 | #11 | +16 |
| κατανόηση κειμένου γονείς | #18 | #7 | +11 |
| εργαλεία ανάγνωσης σχολεία | #24 | #10 | +14 |
What we declined
- A single merged guest-post network.
- Reusing school-desk copy in parent pitches.
- One URL pretending to serve both audiences.
A university hub is a conversation for next year, as a third brief, if the page exists. It will not be added as a row on the schools sheet.
Two hubs, two graphs, two reports. That sentence is the entire engagement, repeated until it sticks. A product can be shared. A publisher list cannot. The donut in this write-up is split on purpose: so a blended “all education” slice never gets to look like a strategy.
The shared blog used as a control is the unglamorous proof. If both hubs had simply ridden a brand wave, that URL would have moved with them. It did not.
Written 29 August 2025. Figures are from the campaign reporting for Lexiko Lab.