Overview

Multi-Site, Multi-Country SEO Implementation
Led the Technical SEO and WebOps initiative for Scholastic’s regional ecosystem covering multiple country websites across Asia. The project focused on unifying SEO architecture, improving crawl efficiency, and building a scalable structure that supports multiple markets, languages, and content models.

Client:
Scholastic
Industry:
Education and training

Challenge

The project faced fragmented SEO architecture across regional sites, incorrect/missing hreflang tags, and no geo XML sitemaps, causing cross-country ranking conflicts and index bloat. Performance bottlenecks, lack of structured data standards, and governance gaps further impacted crawlability and long-term stability. Cross-team alignment delays across regions also slowed execution.

  • Multiple country sites using inconsistent SEO structures
  • Missing or incorrectly implemented hreflang tags
  • Wrong region pages are appearing in Google for other countries
  • No geo XML sitemaps, making targeting unclear to Google
  • Duplicate pages across regions, causing index bloat
  • Weak canonical strategy → wrong regions ranking in SERPs
  • No unified schema / structured data implementation
  • Performance bottlenecks due to heavy scripts & templates
  • Sitemaps are not aligned with priority content URLs
  • Lack of governance → SEO fixes lost during deployments
  • Fragmented communication across regional teams & vendors

Solution

The Digital Marketing Institute realized early on that Vodafone is a company that wants to set the pace, not just keep up with it. They didn’t just want a foundation to their digital marketing, they also wanted to train their staff to be up-to-date and current in their knowledge and skills, so they could anticipate what their customers would want.

“I had the greatest degree of confidence in the Digital Marketing Institute, both in terms of quality of content and their global certification standard, which we could apply across all of our markets,” stated Ghafoor

Fortunately, the Vodafone Marketing Academy had a learning management system, or e-learning system, already set up. Having a learning management system meant that their staff already knew the benefits of learning online. The next step was to find the right partner, to provide the content the company needed.

To get Vodafone started, The Digital Marketing Institute began by carefully picking topics and courses that were most relevant to Vodafone and their staff. They then agreed a global user license that gave Vodafone’s staff access to 15 of the DMI modules. Their staff could choose from modules in both the Professional Diploma in Digital Marketing and from the Specialist Diplomas.

Results

The Digital Marketing Institute team then worked with Vodafone to integrate core modules and content into their e-learning system to make it easy for their global workforce to train together, wherever they were, and whenever it suited. The video-based learning content is now used by Vodafone Marketing Academy staff all over the world.

A launch was also successfully supported by with a range of creative promotions – from e-flyers to newsletters and helped generate awareness and enthusiasm for the courses through internal campaigns. Today, The Digital Marketing Institute continues to work with Vodafone to certify their workforce, and help the company realize their full digital potential.

“I found the relationship to be a really positive one. One that was constructive. It certainly felt to me that what I was saying about Vodafone’s needs and requirements in this space was being listened to,” concluded Mohsin.