Key metrics
- Sam: a Monday pipeline — topic picker, two article slots, keyword research, SEO & GEO retro
- A weekly top-articles report delivered straight to the GTM team's Slack
- 35 Resource Center pieces published to Webflow with educators in the review loop
Every Monday Sam picks topics, writes two Resource Center articles, does the keyword research, and runs our SEO and GEO retro. The top-articles report just lands in our Slack. It's a growth desk, not a tool.
Overview
Outschool is an edtech marketplace connecting kids with live online classes. Its growth team runs Sam as an SEO/GEO desk, producing and maintaining the parent-facing Resource Center across classic search and AI answer engines, 648 working sessions deep. In about a year, Outschool moved from an agency bottleneck to an in-house content engine on Sam, and organic search has grown every month since, swinging from -15% year over year in February to +44% by summer, on less paid spend.
The Problem
Running a marketplace content engine is a full-time job no lean team can staff:
- Content is a pipeline, not posts: The Resource Center needs topic selection, production, educator review, and freshness maintenance — continuously.
- SEO maintenance at scale: Freshness audits, technical site audits, and broken-link cleanup across large collections never stop.
- GEO is now a second surface: Parents increasingly ask AI assistants for class and homeschool guidance, so answers have to be optimized for AI engines too.
The Solution
Outschool deployed Sam as its SEO/GEO desk:
- Sam's Monday pipeline: A staged run — topic picker (9:30), article slot 1 (10:00), article slot 2 (10:15) — feeding the Resource Center, with weekday content briefings.
- Keyword research and content briefs: Weekly keyword research feeding topic selection, so every article targets real parent search demand.
- Sam's maintenance layer: Weekly freshness audits, an educator revision pipeline, monthly technical site audits, and batch broken-link fixes.
- A weekly SEO & GEO retro: Classic search and AI-answer performance reviewed together on one scorecard.
Actions and Complex Workflows
The desk's output is artifacts, not dashboards: Sam's weekly top-articles report lands directly in the GTM team's Slack. Completed one-off projects show the same shape: conversion-landing-page CVR rollout checks, technical site audits, and batch broken-link fixes across the /homeschool and /neurodivergent collections.
The Resource Center itself carries real parent-facing depth — test-anxiety guides, science-of-reading tutorials, ESA funding explainers — 35 pieces published to Webflow with educators in the review loop.
The Result
Sam became Outschool's SEO & GEO desk:
- Content, pipelined: A staged Monday production run with educator review and freshness upkeep.
- Published depth: 35 Resource Center pieces shipped to Webflow with educators in the review loop.
- Both surfaces: A weekly SEO & GEO retro keeping classic search and AI answers on one scorecard.
Content engine at scale. The old setup ran about 20 articles a month through an agency at roughly $15K a month. In-house on Sam, Erica’s team now ships around 100 a month, about 700 published year to date, at roughly $800 a month, and keeps some 40,000 class landing pages fresh in bulk on a seasonal cadence.
Growth that compounds. Organic search has grown every month, from -15% year over year in February to +44% by summer, with new buyers up 38% and the inflection in April and May, all on less paid spend. AI answer engines are compounding alongside it: assistants now drive roughly a fifth of Outschool’s organic Google visibility, up from about a tenth a year ago, and Sam keeps both surfaces on one scorecard.
Want to see how Sam can do the same for your team? Reach out at admin@enrichlabs.ai to see how we can help!
