SIWS Website, Paid Media, Social Media & SEO
Every engagement we have run with SIWS — Website, Paid Media, Social Media & SEO — in one place.
Website & Platform
Five Websites, One Newsroom
The SIWS portal, four independently-run unit sites and the CMS the school’s own staff edit them with.
The Challenge
A society running a kindergarten, a primary, a high school and a junior college has four audiences who share one reputation — and one IT budget.
- Give each unit its own site without running four projects
- Let the school’s own staff publish, not raise a ticket
- Keep a hundred-odd pages consistent as four teams edit them
How We Built It
The code renders a page. The page itself is a row. That one decision shaped everything else.
- One application, five front doors — the portal and all four unit sites run from a single Payload CMS 3.86 embedded in Next.js 16, on PostgreSQL 18
- 106 pages, 346 media records and 66 faculty profiles — all rows, all editable by the school rather than by us
- The database ships with the code — a committed dump carries schema and content together, so a fresh clone comes up as a working website instead of an empty shell
- What the dump deliberately leaves out — no users, no enquiries, no audit logs. Nobody’s password hash and no parent’s enquiry belongs in a git repository
- A VPS sized on measurement — the production build peaks around 1.2 GB RSS, so the plan was chosen against that number rather than guessed
siwsschool.edu.in — the society portal, with each unit site reachable from the same navigation.
The Impact
Four units publish their own news, galleries and faculty pages through one admin, and the society keeps one codebase to maintain instead of four. Live at siwsschool.edu.in.
Website & Platform results
One codebase, four unit sites, and a school that edits its own website.
Paid Media
Admissions Engine
How SIWS (Mumbai) built a structured admissions funnel with parent-targeted PPC and social-led brand trust.
The Challenge
Mumbai's K–12 market is crowded and trust-driven. SIWS needed admission-ready inquiries and a credible brand presence parents would discover before they applied.
- Increase admission inquiries in a competitive Mumbai school market
- Build a strong digital presence among parents
- Improve engagement and brand perception
- Structure a predictable admission funnel
- Increase admissions for Junior KG and Senior KG
- Improve local search visibility and strengthen online reputation
The Strategy
PPC admissions funnel: parent-focused targeting (ages 28–45), 5–7 km radius from Wadala, grade-specific campaigns with dedicated landing pages, admission-deadline urgency creatives.
- Social media management — academic achievements, student activities, infrastructure showcases
- Admission announcements, festival posts and value-driven storytelling
- Reels-first content averaging 2,000–3,000 views per reel
Organic & Local Search
Paid brings the inquiry today; search brings it every year after. SEO and Google Business Profile were built to make SIWS the school parents find first when they search Wadala.
- SEO — school admission keyword optimisation and location-based targeting across Wadala and nearby areas
- On-page — admission landing page optimisation and technical SEO improvements
- Content — pages built around the questions parents actually search
- Google Business Profile — profile optimisation, regular updates and posts, review management
- Local visibility — improved local search rankings and school visibility on Google Maps
- Retargeting — dedicated campaigns for parents who engaged but did not enquire
Social Media Growth
Profile reach: 10,000+. Engagement rate: +65%. Follower growth: 200+ per month. Post engagement up 50%+.
Paid Media results
A trust-led admissions funnel with paid pipeline, local search visibility and an organic brand flywheel working together.
Social Media
A Million Views on a School Page
A school page taken from 200 followers to 1,715 — up 758% — with a single reel past a million views.
The Challenge
School pages are usually notice boards. Parents scroll past them, which makes them useless exactly when admissions open.
- Grow a 200-follower page organically
- Make a school page parents actually want to follow
- Support admissions at the same time
What We Did
Built for reach, kept worth following. A school page has to do both or it does neither.
- Ran admissions and social together — so the content answered what parents were actually asking
- Produced reels built for reach — formats chosen for how far they travel, not for what is easiest to shoot
- Held the standard as it grew — a page parents are willing to be seen following
A school page that parents are willing to be seen following — and the content that got it there.
The Impact
One reel passed a million views, several more passed 400K, and the page grew 758% — from 200 followers to 1,715 — at 70 to 100 new followers a week.
Social Media results
A school page with the reach of a media account.
SEO
A Three-Month SEO Plan for Student Discovery
Choosing a college starts with questions — which courses, what eligibility, what fees, which dates. This is the proposed plan for making SIWS College answer them in search. It is a strategy, not a results report.
The Challenge
The site serves prospective students, current students, parents and faculty at once. For this engagement the priority is one journey: a prospective student going from discovering a programme to reaching admission information.
- Can search engines access and index the priority course and admission pages?
- Do those pages answer the questions students ask before applying?
- Can a visitor move easily from programme information to the right admission destination?
- Can prospective-student activity be separated from results and timetable traffic?
The Proposed Plan
Three months, three steps. These are assessment priorities, not confirmed website defects — the audit establishes the starting position.
- Month one — foundation — technical audit, URL structure review, robots.txt and XML sitemap checks, canonical assessment, broken links, redirects and indexing barriers. GA4 and Search Console reviewed or configured so prospective-student activity can be told apart from exam-results traffic
- Keyword-to-page map — research themes such as commerce colleges in Wadala, B.Sc. IT colleges in Mumbai, and SIWS course and fee queries, mapped to the page that should own each one. Volumes and competition still require validation
- Month two — content — distinct titles and meta descriptions, headings organised around student questions, programme descriptions and eligibility reviewed, image alt text, internal links between programme and admission pages, and structured data checked against the visible page
- Answer-based discovery — approved information presented in self-contained sections that answer one student question each, with selected queries monitored across AI search. Inclusion is recorded as an observation, never promised
- Month three — review — conversion review of the admission journey, relevant education listings assessed for accuracy, and a prioritised roadmap for the next quarter
How Success Would Be Measured
Search Console impressions and clicks on priority pages; non-branded queries reaching programme pages; indexing status and resolution of audited issues; tracked enquiries, admission-link clicks and prospectus downloads. Where an application moves to an external portal, an outbound click is reported separately from a completed application unless admissions records confirm it. Comparisons account for admission seasonality. Traffic growth alone would not establish an increase in applications.
SEO results
This documents a proposed approach. It does not establish implemented changes, ranking gains, traffic growth or admission outcomes — a results section belongs here once there are verified reporting dates to put in it.
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