SEO for TELOS Academy: 330% more leads, less dependence on paid ads

Challenge

TELOS Academy is an education division of TELOS Agency, training learners in UI/UX and related programs. It competes in a crowded market, from specialist academies to large edtech brands. At the start of the project, competitors had significantly stronger traffic, broader organic keyword coverage and heavier SEO investment.

The task was not only to improve rankings but to build authority around two pillars, Figma and UI/UX (and, more recently, Product Design). These clusters are highly competitive and carry strong conversion intent: people searching them are looking for courses, career paths or a way to compare options.

The site also had performance bottlenecks. Several URLs had poor LCP because of unoptimized images, oversized assets and too many images on course pages.

KPI commitments

• Sustainable organic traffic growth: 11,000 organic traffic.
• 15 additional high-conversion keywords ranking in the Top 10, especially around Figma and UI/UX courses.

Approach

Build authority around Figma and UI/UX

Instead of expanding broadly, we focused on two topics. The content plan strengthened internal links, increased link equity and consolidated topical relevance toward these two clusters, across several search-intent layers:

• Course keywords: where to learn, best courses, learning roadmap, study materials, salary insights.
• Foundations: what UI/UX is, what a UI/UX Designer does, what Figma is.
• Tool comparisons: Figma vs Canva, Figma vs Adobe XD.
• Related concepts: User Flow, Design System, design thinking, app design software.
• Expansion topics: website design, AI, user persona, Framer.

Content for the learner's decision journey

• Discovery: "What is UI/UX?", "How to start learning UI/UX", "What is Figma?", "UI/UX salary".
• Consideration: learning roadmaps, tool comparisons, study resources, career orientation.
• Conversion: course pages, course landing pages, registration forms, Zalo calls to action and other lead touchpoints.

Win on Google and on AI search

SEO and AEO were two optimization layers behind one aim: helping the brand appear at the right moment, in the right context, for the right intent. SEO raised visibility on Google. AEO helped TELOS Academy become a source AI platforms reference when users ask about learning UI/UX, switching careers or choosing a course, so content was written for rankings, AI readability, citation potential and answer extraction.

Results

The project exceeded its KPIs on both traffic and keywords. Organic traffic reached 13,586 against a target of 11,000 (117.53% of the KPI). Keywords in the Top 10 rose to 21 against a target of 15 (140% of the KPI). As of April 2026, monthly traffic reached 2,200 clicks, 50% above the November 2025 start. Many high-conversion course keywords moved into the Top 5 and Top 10, and they are tied directly to enrollment intent.

Leads, not just traffic

From November to March, monthly leads grew by 330%. The best-performing conversion points were Zalo button clicks, course registration forms, blog forms and learning-roadmap forms, with Zalo and course registration strongest. March recorded a CTR of 65%.

Growth against competitors

TELOS Academy started with lower traffic than Keyframe, DAS and MindX, but grew faster: about 50% traffic growth since the start of the project, against roughly 20% for Keyframe and downward trends for DAS and MindX after Google algorithm updates. Organic keywords rose from 271 to 406, also +50%. For "learn Figma", "Figma course", "UI/UX course", "learn UI/UX", "AI UI/UX course" and "UI/UX learning roadmap" it held leading positions or stayed highly competitive with major brands.

Visibility in AI chatbots

TELOS Academy also appears on ChatGPT, Google AI Mode, Perplexity and Gemini for conversion-oriented prompts such as "Where is the best place to learn UI/UX?" and "I want to switch careers from Graphic Designer to UI/UX Designer, where should I study?". In education, where enrollment depends on trust and perceived expertise, being referenced by AI is a new layer of brand visibility.

A content system that keeps growing

Several articles became top traffic pages: how to register for free Figma Education, a beginner's guide to Figma, a UI/UX and Product Designer salary report for Vietnam, User Flow, popular Design System templates, Product Designer vs UI/UX Designer, Figma PDF learning materials, the roadmap to becoming a UX/UI Designer, AI in Figma, and app design principles for iOS and Android. The mix of tutorials, definitions, comparisons, career content and trend topics raised top-of-funnel traffic, nurtured learning demand and guided readers to course pages.