Key Takeaways

• Developed comprehensive content strategies for Twinkl’s English and Scottish domains to improve content structure, visibility, and engagement.

• Led international SEO and PPC initiatives for new Twinkl domains, including Australia, South Africa, and others.

• Established on-page SEO frameworks and initial PPC campaigns that supported strong international growth.

The Challenge

Twinkl Educational Publishing, a leading global provider of educational resources, was looking to refine and expand its international presence. While their UK domains had established audiences, the goal was to bring the same level of visibility and engagement to new territories — including Australia, South Africa, and others.

The challenge was twofold: first, to strengthen existing UK content strategies (particularly for the English and Scottish domains), and second, to develop a scalable on-page SEO and paid media framework for newly launched international markets.

Twinkl wanted a unified approach that maintained its strong educational voice while adapting to local audience needs and search behaviours.

Our Approach

I joined their existing team structure and supported their growth by auditing the existing content strategy across Twinkl’s UK domains alongside other SEO specialists, identifying opportunities for keyword alignment, improved topic clustering, and clearer user journeys. This formed the foundation for refining their English and Scottish content to improve search visibility and engagement metrics.

Over time, my role shifted focus to Twinkl’s international expansion. For each new market (including Australia and South Africa), we developed an initial on-page SEO strategy to ensure local keyword relevance, site structure alignment, and content localisation.

In parallel, we created PPC campaigns tailored to each region’s educational calendar, targeting high-intent audiences to drive early engagement and conversions. This combination of organic and paid strategy helped establish visibility and authority quickly in new markets.

Results

The refreshed UK content strategies led to stronger user engagement and improved visibility across key subject areas. Internationally, Twinkl’s new domains saw early traction, with PPC campaigns delivering significant first-stage growth while the SEO strategies laid the groundwork for sustained organic performance.

These foundations have since supported Twinkl’s continued expansion across global markets, providing a consistent and scalable digital framework for future growth.

Client Feedback

“Working with Kie was a huge advantage for our international expansion. They brought structure and clarity to complex markets and ensured that our SEO and PPC efforts worked hand in hand. The strategies have been instrumental in helping us grow new domains quickly and effectively.”

Call to Action

Whether you’re scaling your educational brand or entering new international markets, we can help you create content and marketing strategies that deliver measurable growth. Get in touch with us at Sandfold Studio to see how we can bring your next project to life.