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🧠 About the Client — Make Progress AI

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Make Progress AI is a purpose-driven Canadian edtech company reimagining the feedback process in education. At the heart of their mission is a clear, urgent goal: to reduce teacher burnout by using AI to streamline one of the most time-consuming tasks in education — writing student feedback. For them, it’s not just about technology — it’s about protecting the mental health and well-being of educators while enhancing the learning experience for students.

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Rooted in a deep understanding of classroom realities, Make Progress AI was created to support teachers where they need it most. Report card season, in particular, is a known source of stress, often requiring educators to work late hours to craft personalized comments for dozens — sometimes hundreds — of students. Make Progress AI exists to change that.

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Their core product is an AI-powered tool that helps educators quickly generate personalized, curriculum-aligned feedback that’s clear, constructive, and tailored to individual student progress. Teachers can fine-tune tone, focus on specific learning outcomes, and adjust language — all while maintaining full control over the final product. It’s not about replacing the teacher’s voice — it’s about helping them say what they mean, faster.

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But the impact of Make Progress AI goes far beyond efficiency. They’re helping to restore balance in the education system by offering tools that prioritize teacher autonomy, ethical AI, and human-centered design. Built with direct input from educators, the platform fits naturally into the existing flow of teaching — enhancing rather than disrupting.

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What truly sets Make Progress AI apart is their unwavering teacher-first philosophy. While much of the edtech landscape is built to satisfy administrative demands or top-down initiatives, this platform centers the everyday realities of teachers. Every feature, every product decision, and every improvement is driven by a single question: how can we make a teacher’s job easier, more effective, and more sustainable?

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In a world where educators are often asked to do more with less, Make Progress AI offers something rare — a thoughtful, scalable, and empowering tool that gives teachers time back, without sacrificing the quality of their work.

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⚡ The Challenge

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Make Progress AI had built a powerful tool for educators — one that directly addressed a widespread, deeply felt pain point in the classroom: the time and energy it takes to write meaningful, personalized student feedback. The product was ready, the mission was clear, and early users were seeing real value.

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But there was still one big challenge: how do you get this solution in front of more educators who need it most?

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In a competitive edtech landscape, visibility matters. Make Progress AI needed to expand its reach and establish credibility within the education community. They weren’t just selling a tool — they were building trust around the responsible use of AI in schools, and positioning themselves as a thoughtful, educator-first brand in a space that often feels saturated and impersonal.

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The team saw organic search as a major growth opportunity — a way to reach teachers in the exact moments they’re looking for support, whether that’s during report card season or while exploring new classroom tools. But to unlock that channel, they needed more than keywords. They needed a content and search strategy that reflected the nuance, empathy, and expertise behind their product — one that could cut through the noise and speak directly to educators.

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That’s where The 66th came in: to help Make Progress AI build a lasting presence online, connect with their audience through high-value content, and turn search intent into real impact.

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✅ The Solution

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To turn their website into a powerful growth channel, Make Progress AI collaborated with the66th. From the start, the66th understood that this wasn’t just about rankings — it was about reaching the right people, at the right time, with the right message.

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The66th began by diving deep into Make Progress AI’s product, audience, and positioning. Together, they developed a strategy that was rooted in educator intent — identifying the real questions, pain points, and search behaviors of teachers looking for support with student feedback, report cards, and time-saving tools.

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The approach was two-fold:

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• Technical SEO ensured the site was fast, crawlable, and properly structured — laying the groundwork for long-term organic growth.
• Content strategy and production focused on creating helpful, empathetic, and search-optimized resources that aligned with what educators were actively looking for. Think: blog posts, guides, and landing pages that felt more like support than sales

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Each piece of content was crafted to reflect Make Progress AI’s human-centered voice and build trust with a time-strapped audience. The goal wasn’t just to drive clicks — it was to create moments of value that made teachers feel seen and supported.

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By collaborating closely with the Make Progress AI team, the66th was able to align SEO efforts with product launches, seasonal demand (like report card season), and key messaging shifts. This allowed the team to move fast and stay relevant, without losing sight of long-term search equity.

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🔧 Execution Highlights

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To bring the strategy to life, the66th leaned into hyper-relevant, long-tail keywords — focusing on the real, specific search terms teachers were using around report card comments and AI feedback tools. Instead of chasing broad traffic, the goal was precision: meet teachers exactly where they were in their moment of need.

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One of the most effective plays was creating interactive, code-powered tools — like an AI-generated report card comment builder — that didn’t just attract traffic, but provided immediate, hands-on value. These tools helped Make Progress AI stand out in a space where most competitors were publishing static content or sales pages.

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In parallel, the66th focused on technical SEO improvements to enhance performance and crawlability.

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This included:

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• Streamlining site speed for faster load times
• Cleaning up page structure and internal linking
• Making sure every high-intent page was indexable, accessible, and optimized for mobile

Every piece of content — whether a blog post, landing page, or tool — was designed not just to rank, but to resonate. And because it was backed by real search behavior, the content naturally attracted qualified traffic from teachers searching for exactly what Make Progress AI offered.

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📈 Results

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The impact of the work was fast and measurable:

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• SEO traffic increased by nearly 500% in one year, driven largely by targeted, high-intent queries
• Make Progress AI now ranks in the top 5 results for nearly every major keyword related to AI report card comment tools — even on platforms like ChatGPT where competition is fierce
• The interactive tools became not just traffic drivers, but conversion assets — helping teachers immediately understand the value of the product by experiencing it in action

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More than just visibility, the SEO work established Make Progress AI as a trusted authority in the space. By showing up consistently with helpful, human-first content, the brand has built a reputation as an educator-first company solving real problems with care and creativity.

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