SupMTI — SEO and performance overhaul for a Moroccan business school

Context

SupMTI is a Moroccan business and technology school with several campuses. Like most Moroccan private higher-ed institutions, the site had been running for years and worked — but it didn't serve the student recruitment strategy.

The enrollment window in Morocco concentrates 70% of annual traffic into three months (May–July). If Google doesn't rank the school on the right queries during that window, the year is lost.

The problem

Initial audit, three findings:

1. No landing pages per program. Queries like école d'ingénieur informatique Casablanca or formation finance Rabat all landed on the homepage or a thin listing page.
2. Thin content. Existing program pages were 150–250 words, with no FAQ, no detailed career outcomes, no structured data.
3. Incomplete indexing. A significant share of pages wasn't indexed properly by Google (sitemap + misconfigured canonicals).

Our approach

Phase 1 — Audit (1 week)

Mapped all 80 indexable pages. Identified the 14 priority program pages. SERP analysis per query: competitors, intent, expected content length, recurring FAQs.

Phase 2 — Content overhaul (4 weeks)

For each priority program:

• H1 rewritten with the primary keyword in natural French
• Content expanded to 800–1,200 words: overview, curriculum, careers, alumni testimonials, enrollment process
• FAQ of 5–7 questions per program, with FAQPage structured data
• Internal linking to related programs and enrollment pages

Phase 3 — Technical fixes (1 week)

Part of the problem wasn't content — it was invisible errors stopping Google from indexing what already existed. The robots.txt was accidentally blocking several program pages (leftover from an old staging environment nobody cleaned up). Every page carried the same canonical tag pointing to the homepage, which is the equivalent of telling Google "ignore everything else, only look at the home". And there was no organisation-type markup anywhere: as far as Google was concerned, SupMTI could have been a jewellery shop.

We unblocked indexing (robots, sitemap rebuilt), gave each program its own identity in Google's eyes (per-page canonicals, EducationalOrganization + Course markup), and sped the whole thing up (image recompression, proper lazy loading). One week of invisible work — that unlocks months of content work downstream.

Results

• Organic traffic 3× on program-related queries within 8 months
• +47 keywords in the Google.fr (Morocco) top 10, of which 12 in the top 3
• Enrollment pages: organic traffic doubled during the May–July 2026 window
• Indexing: 96% of indexable pages now visible in Search Console (vs. 38% at start)

Takeaway

SEO for Moroccan higher-ed institutions works. Competition is less aggressive than in other sectors, query intent is overwhelmingly commercial (enrollment-seeking), and structured work on program-page content pays off in months — not years.

The right timing: start in November/December to have everything in place before the spring enrollment window.