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When Search Visibility Broke, Manav Rachna Rebuilt It the Right Way

Higher Education

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Content marketing,SEO,AI SEO

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Manav Rachna manages multiple institutions and academic programs, and search plays a major role in how students find and evaluate those programs.In early 2024, the internal team made a series of technical changes to the website as part of a platform update. The changes were well-intentioned, but they significantly affected how search engines processed the site. Over the next few months, course pages lost visibility, non-branded discovery reduced, and organic lead flow slowed sharply.By November 2024, it was clear that search performance needed focused attention at a structural level. Manav Rachna brought in Envigo to understand what had changed and to rebuild search performance in a way that would hold up over time.The first step was to understand how the website looked from a search engine’s point of view. We worked through how pages were being accessed, indexed, and interpreted, especially across core course pages. The priority was to restore technical clarity so important academic pages could consistently surface for relevant searches.Once that foundation was stable, attention shifted to student intent.

We aligned course pages with how students actually search for programs. Content was restructured to support different stages of decision-making, from early exploration to program comparison. Navigation and internal pathways were refined so students could move through relevant information naturally, without friction.

As search visibility improved, the scope of work expanded. Envigo began supporting Manav Rachna beyond a single site, working across SEO, AI-led search optimisation, content, UI UX, and development. This collaboration extended across multiple institutions within the group, including MRIIRS, MRU, MRDC, along with other branches.

All efforts followed the same principle. Search, content, and technology needed to work together as one system.

What Changed

As the changes took effect, search performance improved steadily across institutions and academic programs.

  • Organic leads increased by 45%
  • Clicks from non-branded keywords grew by 199%
  • Organic traffic across core course pages increased by 262%

Manav Rachna’s visibility also expanded into AI-driven discovery. The institution now appears in over 150 prompts across AI answer engines and for more than 100 keywords in AI Overviews, alongside strong performance across thousands of keywords in Google Search.

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