From Page 2–4 Rankings to Top Search Positions for Competitive UPSC Keywords
The Client
GS SCORE (IAS Score) – IAS Coaching Institute, Delhi NCR
Industry
Education / UPSC & IAS Coaching
Service
SEO – Search Engine Optimization
Project Period
2022–2023
SEO Strategist
Himanshu Soni – Performance Marketing & SEO
Agency
Conversions – Best in Performance Marketing
The Challenge
Our team worked with IAS SCORE, also known as GS SCORE, an IAS coaching institute operating in Delhi NCR.
When we started working on the project in 2022–2023, the website already had a decent amount of organic traffic.
So the problem wasn’t that the website had no visibility.
The bigger challenge was:
They were not getting enough visibility for their most important, high-intent UPSC keywords.
Several important keywords were either:
- Not ranking at all
- Ranking on the second page
- Ranking on pages 3–4
- Or fluctuating significantly in Google search results
Some of the important keywords we were targeting included:
- IAS Coaching
- UPSC Syllabus
- IAS Mains Syllabus
- Current Affairs for UPSC
- UPSC Interview Preparation
- UPSC Mock Interview Preparation
- And other high-intent UPSC-related search terms
The client already had content and organic traffic.
What they needed was a stronger technical foundation, content strategy and authority-building approach to compete for the top positions.
The Initial SEO Audit
Before making any changes, Himanshu Soni conducted a complete SEO audit of the website.
We didn’t want to randomly change content or start building backlinks without understanding what was actually holding the website back.
The audit covered three major areas:
- Technical SEO
- On-Page SEO
- Off-Page SEO / Authority
We analyzed the website using multiple industry-standard tools, including:
- Google PageSpeed Insights
- GTmetrix
- SEMrush
- Ahrefs
- Moz
This helped us compare the website’s technical health, keyword visibility, backlink profile and competitive position.
What We Found
The website already had a relatively good base from an on-page and content perspective.
However, we identified gaps in:
- Technical SEO
- Page performance
- Core Web Vitals
- Internal linking
- Content optimization
- Search-intent alignment
- Backlink authority
- Contextual link building
- Competitor-based content opportunities
The biggest opportunity was to combine technical SEO + content optimization + authority building rather than relying on just one SEO activity.
Step 1 – Technical SEO Optimization
We created a 3-month SEO Plan of Action with the initial objective of resolving the major technical issues affecting the website.
One of the areas we focused heavily on was website performance.
We analyzed metrics and issues related to:
- Core Web Vitals
- LCP – Largest Contentful Paint
- FCP – First Contentful Paint
- INP
- Image optimization
- Lazy loading
- Page-loading performance
- Technical page experience
We used data from tools such as Google PageSpeed Insights and GTmetrix to identify areas where the website could be improved.
The objective wasn’t simply to get a better score on a tool.
The objective was to create a technically healthier website that could provide a better experience to both users and search engines.
Step 2 – Keyword Strategy
Once the technical foundation was addressed, we created a focused keyword strategy.
We identified keywords based on:
- Search volume
- Competition
- Search intent
- Existing rankings
- Business relevance
- Competitor rankings
- Content opportunities
Our primary focus was on keywords that could bring highly relevant UPSC aspirants to the website.
Some of the major target keywords included:
“IAS Coaching”
This was one of the most competitive and commercially important keywords for the business.
“UPSC Syllabus”
A high-volume informational keyword with significant organic potential.
“IAS Mains Syllabus”
A more specific search intent around UPSC Mains preparation.
“Current Affairs for UPSC”
A highly relevant content-driven search term.
“UPSC Mock Interview Preparation”
A highly targeted keyword connected with a specific stage of the UPSC preparation journey.
The strategy wasn’t to rank for one keyword and stop.
We built a wider keyword ecosystem around UPSC preparation.
Step 3 – Competitor Analysis
One of the most important parts of our SEO process was understanding why competitors were already ranking above IAS SCORE.
We analyzed websites that were already appearing on the first page of Google for our target keywords.
We studied:
- Content structure
- Topic coverage
- Keyword placement
- Internal linking
- Heading structure
- External links
- Backlink profiles
- Content depth
- Search intent
- Page authority
We didn’t simply copy competitors.
Instead, we used the competitor data to identify:
“What are the pages ranking above us doing better?”
Then we used those insights to improve the IAS SCORE website.
Step 4 – On-Page SEO Optimization
After understanding the keyword and competitor landscape, we started optimizing the website’s content.
The work included:
- Content optimization
- Keyword mapping
- Heading optimization
- Internal linking
- External linking
- Content structure
- Search-intent optimization
- Page-level keyword targeting
- Improving topical relevance
We also worked on connecting relevant pages together through internal links.
For example, a page discussing UPSC syllabus could naturally connect users to relevant:
- UPSC preparation resources
- Current affairs
- Mains preparation
- Interview preparation
- Related study material
This helped create a stronger topical structure across the website.
Step 5 – Content Optimization
We didn’t believe that simply adding keywords to existing pages would be enough.
The content had to satisfy the search intent.
For every important keyword, we analyzed what users were actually looking for.
For example:
UPSC Syllabus
A user searching this keyword wants a clear, structured and comprehensive syllabus.
Current Affairs for UPSC
The user expects regularly updated and UPSC-relevant current affairs.
UPSC Mock Interview Preparation
The user is looking for interview preparation resources, guidance and potentially mock interview support.
We therefore optimized content around what the user wanted to find, not just around keyword density.
Step 6 – Authority & Link Building
After improving the website’s technical and on-page foundation, we focused heavily on authority building.
This was one of the major gaps we identified during the initial audit.
We started a consistent off-page SEO campaign involving:
- Blogger outreach
- Guest posting
- Paid guest posting
- Contextual backlinks
- Do-follow backlinks
- Relevant authority websites
- Content-based link placements
The objective was not to build thousands of random backlinks.
Instead, we focused on acquiring contextually relevant backlinks that could strengthen the authority of important pages.
Step 7 – Consistent Outreach
Link building was not treated as a one-time activity.
We maintained consistency over the campaign period.
The process included:
Research → Outreach → Content Creation → Placement → Indexing → Monitoring
We continuously monitored:
- New referring domains
- Backlink quality
- Keyword movement
- Organic traffic
- Ranking changes
- Competitor activity
This allowed us to identify what was working and adjust the strategy accordingly.
The 3-Month Plan
We initially created a structured three-month action plan.
Month 1 – Technical Foundation
Focus:
- Technical SEO audit
- Core Web Vitals
- LCP
- FCP
- INP
- Image optimization
- Lazy loading
- Page performance
- Technical errors
Month 2 – On-Page & Content
Focus:
- Keyword mapping
- Content optimization
- Internal linking
- Search intent
- Competitor analysis
- Page structure
- Content improvements
Month 3 – Authority Building
Focus:
- Blogger outreach
- Guest posting
- Contextual backlinks
- Do-follow links
- Authority building
- Ranking monitoring
Of course, SEO doesn’t stop after three months.
The three-month plan was the initial optimization cycle, after which we continued monitoring rankings, traffic and backlink growth.
The Results
After consistently implementing the strategy, we started seeing significant movement in the target keywords.
One of the biggest wins was:
“IAS Coaching”
Reached approximately Position #2
This was particularly significant because the keyword was highly competitive and commercially important.
Another important keyword:
“UPSC Syllabus”
Reached approximately Position #6
We also observed broader improvement across the website’s organic visibility.
Organic Traffic Growth
One of the most visible improvements came from organic traffic.
According to the analytics/dashboard data we monitored during the campaign, organic traffic increased from approximately:
9,000 → 18,000
within around four months.
That’s approximately:
2X organic traffic growth
This wasn’t driven by a single keyword.
The growth came from improving the website’s overall organic visibility across the UPSC-related keyword ecosystem.
Ranking Transformation
The campaign showed a clear change in the website’s search visibility.
Before
IAS Coaching
Page 2–4 / inconsistent visibility
UPSC Syllabus
Page 2–4 / inconsistent visibility
Other UPSC keywords
Limited first-page visibility
After
IAS Coaching
#2
UPSC Syllabus
#6
Organic Traffic
9K → 18K
The exact rankings naturally fluctuated over time because Google rankings are dynamic, but the campaign demonstrated a clear upward movement in the target keywords.
What Made the Difference?
There wasn’t one SEO trick behind the growth.
The results came from combining multiple SEO disciplines.
Technical SEO
We improved the technical foundation and page experience.
Content
We optimized pages around actual search intent.
Internal Linking
We strengthened the relationship between relevant pages across the website.
Competitor Research
We studied what was already working on Google’s first page.
Authority Building
We built relevant contextual backlinks consistently.
Data
We continuously monitored rankings, traffic and backlink performance.
The Biggest Lesson
One of the biggest things we learned from the IAS SCORE project was:
Having content is not enough.
The website already had organic traffic and a large amount of content.
But to compete for highly competitive keywords, the website needed:
Technical strength + relevant content + strong internal architecture + authority.
That’s what we focused on.
Himanshu's Role in the Project
Himanshu Soni worked extensively on the SEO project and was involved in the complete optimization cycle.
His responsibilities included:
- SEO audit
- Keyword research
- Competitor analysis
- Technical SEO analysis
- On-page optimization
- Content optimization
- Internal linking strategy
- Off-page SEO strategy
- Blogger outreach
- Guest-posting strategy
- Backlink analysis
- Ranking monitoring
- Traffic analysis
- SEO reporting
The project required continuous coordination between the technical, content and link-building sides of SEO.
The Conversions Approach
At Conversions – Best in Performance Marketing, we don’t look at SEO as simply:
“Add keywords → Build backlinks → Wait for rankings.”
Our approach is more structured.
We first identify:
What is preventing the website from ranking?
Then:
What are competitors doing better?
Then:
What changes can improve relevance, authority and user experience?
And finally:
How do we measure whether those changes are actually working?
The IAS SCORE project followed exactly this approach.
Case Study at a Glance
At Ivory Stays, we didn’t try to solve a lead-generation problem by simply increasing the advertising budget.
We went one level deeper.
We identified why the wrong people were clicking, why the right people weren’t converting, and where the customer journey was breaking.
Then we rebuilt the campaign around one objective:
Generate customers, not just clicks.
That is what turned Google Ads from a source of irrelevant enquiries into a consistent booking-generation channel for Ivory Stays.
| Metric | Result |
|---|---|
| Client | GS SCORE / IAS SCORE |
| Industry | IAS / UPSC Coaching |
| Project Period | 2022–2023 |
| SEO Strategist | Himanshu Soni |
| Agency | Conversions – Best in Performance Marketing |
| Primary Focus | Technical SEO + On-Page + Authority Building |
| Key Keyword | IAS Coaching |
| Best Recorded Position | #2 |
| UPSC Syllabus | #6 |
| Organic Traffic | ~9K → ~18K |
| Traffic Growth | ~2X |
| Initial Action Plan | 3 Months |
| Major Strategy | Technical SEO + Content + Contextual Link Building |
Final Outcome
The IAS SCORE project started with a website that already had organic visibility but was struggling to compete for some of its most important keywords.
Our job was not to start SEO from zero.
Our job was to find the gaps that were preventing the website from reaching the next level.
We worked on:
Technical SEO
→ Content & On-Page Optimization
→ Internal Linking
→ Competitor Analysis
→ Contextual Link Building
→ Continuous Monitoring
The result was a significant improvement in search visibility, including approximately #2 for “IAS Coaching”, #6 for “UPSC Syllabus”, and organic traffic growth from approximately 9,000 to 18,000 within around four months based on the campaign dashboards we monitored.
From Rankings to Real SEO Growth
For us, the biggest achievement wasn’t simply seeing a keyword move from page 3 to page 1.
It was seeing the entire website become more competitive in organic search.
9K → 18K Organic Traffic
IAS Coaching → #2
UPSC Syllabus → #6
And most importantly:
A stronger organic foundation for long-term growth.
This is the kind of SEO work we aim to deliver at:
Conversions – Best in Performance Marketing
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