CSCA.ai is an independent preparation platform for international applicants taking the China Scholastic Competency Assessment. I owned a cross-functional search-growth workstream spanning the public learning experience, technical discovery, content operations, and learner outreach. I used real search queries and student questions to prioritize useful answers on existing pages, checked changing exam facts against official sources, and connected each guide to the next practice step.
My role
Senior Forward-Deployed Engineer · Product, Search & Growth
The challenge
Applicants needed trustworthy, current answers about the CSCA exam and a clear way to prepare. Search engines were finding a mix of official notices, competing guides, and older URLs, while the product needed its public content, practice journey, and lead follow-up to work together.
Decisions and delivery
Prioritize real search intent
Mapped Google Search Console queries to their landing pages and reviewed competing Google and Brave results. The homepage already attracted the exact ‘csca exam’ query, so I strengthened the existing answer and preparation pages before proposing more URLs.
Make public pages discoverable
Worked across server-rendered page content, metadata, canonicals, structured data, sitemaps, legacy redirects, and indexability checks. Kept private routes out of search and checked the rendered public page rather than relying on editor previews.
Turn questions into learning resources
Developed detailed exam, subject, registration, and preparation guidance with official-source references, useful internal links, and original practice resources. Clearly separated CSCA.ai practice material from official exam papers and rules.
Connect discovery to action
Linked guides to relevant practice and learning paths, then used the admin portal for segmented email follow-up to interested learners, including recorded demo lessons and checks against repeat sends.
Measurement
Tracked query, page, country, click, and impression patterns in Search Console, plus live status, canonical, robots, sitemap, and link checks. Search visibility and signup outcomes are ongoing measures; this case study does not claim a guaranteed ranking position.
Tech stack
Next.js
React
TypeScript
Technical SEO- Structured Data
- Google Search Console
- Content Operations
- Email Campaigns