From Classroom to
Search Dominance
How we took Physics by Fiziks — India's leading physics coaching institute — from near-zero online visibility to ruling Page 1 of Google, generating thousands of monthly leads, and now appearing in AI-generated answers across Perplexity, ChatGPT, and Google's AI Overviews.
Meet Physics by Fiziks
Physics by fiziks One of India's most trusted physics coaching institutions — and our oldest, most client.
India's Premier Physics Coaching Institute
Founded in December 2008 with the motto "Educate, Inspire, Connect," Physics by Fiziks is a Delhi-based coaching institute dedicated entirely to physics undergraduates and postgraduates preparing for India's most competitive examinations.
The institute is run by IIT Delhi alumni and has faculty with backgrounds from IIT, JNU, and BHU. They prepare students for CSIR-NET/JRF, IIT-JAM, GATE, JEST, TIFR, CUET (PG), KVS PGT, and M.Sc. entrances for top universities like BHU, DU, JNU, HCU, NISER, and IISER.
When they first came to us in 2019, the institute had a functioning website and strong offline reputation — but almost no digital footprint to match. Competitors with lower academic standards were outranking them on every search that mattered.
The Challenges We Were Handed in 2019
- Website ranked beyond Page 5 for their primary keywords
- Zero structured PPC campaigns — ad budget spent with no tracking
- No content strategy; thin, outdated pages with no keyword targeting
- Multiple well-funded competitors dominating paid and organic results
- No Google My Business presence; local SEO completely absent
- Technical SEO issues: slow load speed, no schema markup, poor mobile UX
- No conversion tracking — leads came in with no attribution data
- Online reputation limited to a few scattered reviews on third-party sites
The Transformation at a Glance
A side-by-side look at where they were when we started, and where they stand today.
- No rankings for "CSIR NET physics coaching" — buried on page 6+
- PPC campaigns running without conversion tracking or proper targeting
- Website lacked proper SEO optimization and structured architecture
- No backlink strategy or authority building
- Zero presence in Google's local 3-pack for Delhi searches
- No visibility across AI search engines or answer platforms
- Limited organic reach and audience engagement
- Ranking #1–3 for "best physics coaching for CSIR NET Delhi" and 47 similar terms
- Google Ads ROAS of 4.2× with full conversion attribution across all campaigns
- Fully optimized website with advanced on-page SEO, schema markup, and Core Web Vitals improvements
- High-quality backlinks improving domain authority
- Consistently featured in Google's local 3-pack for all targeted Delhi searches
- Brand mentions appearing in ChatGPT, Gemini, Perplexity, Grok, and Google AI Overviews
- Consistent growth in organic traffic through SEO and GEO (Generative Engine Optimization) strategies
What Google Shows Today
A representation of current SERP positions for their highest-value keywords — positions our strategy built and continues to protect.
The 6-Year Strategy, Phase by Phase
A long-term client relationship is not a single campaign — it's a series of evolving strategies, each building on the last. Here's exactly what we did, when, and why.
Technical Audit, Site Overhaul & SEO Foundation
Before writing a single piece of content or bidding on a single keyword, we needed to fix the infrastructure. The website was built on an outdated WordPress theme with significant technical debt. Pages were slow, schema was absent, mobile experience was broken, and internal linking was non-existent.
We began with a comprehensive audit covering 140+ technical checkpoints — from crawlability and indexation to page speed and structured data. We then executed a phased site overhaul alongside the fiziks team, preserving their existing URL structure where possible to avoid losing any residual link equity.
Phase 1 Outcomes
- Page speed improved from 28/100 to 71/100 (mobile)
- All major crawl errors resolved within 60 days
- Google began indexing full site content for the first time
- Comprehensive 220+ keyword master list built for targeting
Content Strategy, Pillar Pages & Authority Building
The institute's biggest competitive disadvantage was content depth. Competitors had built out extensive resource hubs covering every exam, every topic, and every student question. Fiziks' website had 8 thin blog posts and basic course pages with no supporting content.
We built a full content architecture around exam-specific pillar pages (CSIR NET, IIT JAM, GATE, JEST, TIFR) supported by topical cluster articles targeting long-tail questions students actually search for: syllabus breakdowns, past paper analysis, comparison guides, and preparation roadmaps. Every piece was written with clear E-E-A-T signals — leveraging the genuine academic credentials of the faculty.
Phase 2 Outcomes
- Organic traffic grew 89% YoY from 2019 to 2020
- First Page 1 rankings achieved for 12 target keywords
- Blog content accounted for 48% of new organic sessions
- Domain Authority improved from 18 to 33 (Moz)
PPC Launch, Google Ads Restructure & Local SEO
The COVID-19 pandemic forced every coaching institute to pivot online — suddenly physics by fiziks was competing nationally, not just within Delhi. This created both an urgent threat and a massive opportunity. We restructured their Google Ads account from scratch and launched an aggressive local SEO programme.
Their previous ad account was a single broad campaign with no ad groups, no negative keywords, and CTR below 2%. We rebuilt it into a structured account with 14 tightly-themed ad groups, exam-specific landing pages, and conversion tracking tied directly to form submissions and call clicks. We also claimed, optimised, and actively managed their Google Business Profile, enabling them to appear in the local 3-pack for "physics coaching near me" and related terms.
Phase 3 Outcomes
- Google Ads CTR improved from 1.8% to 7.3% within 6 months
- Cost per lead reduced by 44% compared to pre-restructure
- Featured in local 3-pack for all 9 primary Delhi locality searches
- Google Business Profile reviews grew from 14 to 280+ (avg. 4.6★)
- ROAS stabilised at 3.8× — improving to 4.2× by end of 2021
Link Authority Scaling, SERP Dominance & UX Conversion
With a solid content base and a working PPC engine, the 2022–23 phase was about building the link authority needed to dominate — not just rank — for the most competitive terms in the education sector. We also identified that significant traffic was arriving on the site but converting poorly, particularly on mobile.
We executed a structured backlink acquisition programme focused entirely on relevance and authority: education portals, UPSC/JEE preparation blogs, academic news sites, and government education resource hubs. Simultaneously, we ran a CRO programme on the highest-traffic landing pages, A/B testing CTAs, form placements, and page layouts.
Phase 4 Outcomes
- Domain Authority reached 33 (up from 18 in 2020)
- 200+ quality backlinks from education and news domains acquired
- Lead-to-enquiry conversion rate improved by 37% on key landing pages
- First time ranking #1 for "CSIR NET physics coaching India" — a national-level term
AEO & GEO: Appearing in the Answers AI Gives
By 2024, the digital search landscape had fundamentally shifted. Google's AI Overviews, Perplexity, ChatGPT browsing, and similar generative tools began providing direct answers to student queries — often without the user ever clicking a traditional blue link. For a coaching institute, the risk was real: being invisible to AI meant being invisible to the next generation of students researching their options.
We evolved the strategy to encompass Answer Engine Optimisation (AEO) and Generative Engine Optimisation (GEO) — ensuring that when a student asks an AI tool "which is the best institute for CSIR NET physics coaching," Physics by Fiziks is the answer they receive. This required a fundamental content and technical infrastructure upgrade focused on structured, AI-parseable, authoritative content.
Phase 5 Outcomes (to date)
- Appearing in Google AI Overviews for 6 high-value physics coaching queries
- Cited as a source by Perplexity.ai when answering CSIR NET preparation questions
- Knowledge Panel established and actively managed on Google
- Zero-click search position achieved for "fiziks physics coaching Delhi" brand queries
Winning in the Age of AI Search
AEO and GEO are not just new buzzwords — they are the emerging battleground for brand visibility. Here's the exact approach we took for fiziks.
Answer Engine Optimisation (AEO)
AEO is the practice of structuring content so that AI-powered answer engines — Google SGE, Bing Copilot, Perplexity — extract and display your content as the definitive answer to user questions. It's SEO's evolution beyond the click.
- Rewrote 34 key pages into question-and-answer format matching how students actually phrase queries
- Implemented comprehensive FAQ schema across all course pages and blog posts
- Created "What is CSIR NET?" and similar definitive explainer articles optimised for featured snippets
- Built a structured course comparison page addressing "physics by fiziks vs [competitor]" intent
- Optimised content for voice search queries (longer, conversational phrases)
- Ensured all authoritative pages were crawlable by major AI bots (GPTBot, PerplexityBot, ClaudeBot)
Generative Engine Optimisation (GEO)
GEO takes AEO a step further — it's about ensuring that when large language models like ChatGPT or Gemini are trained on or retrieve web content, Physics by Fiziks appears as a credible, citable, authoritative source in the physics coaching space.
- Built an "About physics by fiziks" page optimised for entity recognition with all factual signals (founding date, location, founders, credentials)
- Established a structured knowledge graph presence with consistent NAP and entity data across 40+ platforms
- Secured citations on authoritative educational resources and news portals that AI models train on
- Created original data assets (e.g. "CSIR NET Physics Syllabus PDF" and exam analysis reports) — primary sources AI tools cite
- Published factual, verifiable result data with student testimonials to strengthen trust signals
- Ensured Wikipedia-adjacent presence through accurate Wikidata entity setup
Results Across Every Channel
Six years of compounding work, measured across SEO, Paid, and the new AI-era channels. All figures represent data vs. 2019 baseline.
Current Rankings for Priority Keywords
| Keyword | 2019 Position | Current Position | Intent |
|---|---|---|---|
| physics net coaching online | 80+ | 3 | High Intent |
| csir net physics online coaching | Not ranked | 2 | High Intent |
| PGT physics online coaching | Not ranked | Top 5 | High Intent |
| gate physics online coaching | Not ranked | 3 | High Intent |
| csir net physics coaching in delhi | 70+ | 2 | Medium |
| best net physics coaching in india | Not ranked | 2 | High Intent |
| best iit jam physics coaching in india | Not ranked | 3 | High Intent |
| best coaching centre for csir net physics | 65+ | 2 | High Intent |
| net physics online coaching | Not ranked | 2 | High Intent |
Year-by-Year Growth Timeline
From a coaching institute with almost no digital presence to a brand that dominates both traditional search and the emerging AI-answer layer.
The Starting Point — Technical Foundations
We inherited a website ranking beyond page 5 with severe technical issues. The first 6 months were entirely dedicated to infrastructure — fixing crawl errors, improving speed, setting up tracking, and laying the keyword architecture that everything else would build upon.
Content Engine Goes Live — First Page 1 Rankings
The content programme launched with exam pillar pages and cluster articles. By mid-2020, fiziks had 12 first-page rankings. Despite COVID disrupting the offline coaching market, we helped them pivot messaging towards online courses — a critical positioning move.
PPC Restructure Delivers 4×+ ROAS — Local SEO Dominance
The rebuilt Google Ads account began delivering measurable results. CTR improved from 1.8% to over 7% and cost per lead dropped by 44%. Google Business Profile was fully optimised — fiziks entered the local 3-pack for Delhi coaching searches for the first time.
Authority Building — First National #1 Rankings
Sustained link building through education PR, HARO outreach, and guest contributions pushed Domain Authority to 33. The institute ranked #1 nationally for "best physics coaching institute India" — a milestone that marked the shift from local player to national brand.
CRO & Conversion Excellence — Lead Quality Focus
With traffic at scale, the focus shifted to quality of conversions. A structured CRO programme improved landing page conversion rates by 37%. We also developed a full lead attribution dashboard allowing the client to track organic vs. paid vs. direct for the first time.
AEO & GEO — Physics by Fiziks Enters the AI Answer Layer
As AI-generated answers began reshaping how students research institutes, we proactively repositioned fiziks to be cited by AI engines. Today the institute appears in Google AI Overviews, Perplexity responses, and has an established entity presence recognisable to large language models. This is the new frontier — and fiziks is already there.
How We Rebuilt Their Google Ads from Scratch
The ad account we inherited was running budget with essentially no structure. Here's the precise work done and the outcomes achieved.
The Account We Inherited
Before our engagement, the ad account had a single campaign with one ad group targeting all exam keywords with broad match. There were no negative keywords, no ad extensions, no conversion tracking, and no mobile bid adjustments. Budget was being absorbed largely by irrelevant queries.
Pre-Restructure State
- 1 campaign, 1 ad group — zero segmentation
- CTR: 1.8% — mostly irrelevant impression share
- No negative keyword list — paying for "free physics notes download"
- Zero conversion tracking — no idea which clicks led to enquiries
- No ad extensions — missing call, sitelink, and callout extensions
- No remarketing — first-time visitors never retargeted
The Restructured Account
We rebuilt the account from the ground up over a 90-day period, maintaining some spend continuity while rolling out the new structure progressively to preserve Quality Score history where it existed.
Post-Restructure Architecture
- 14 tightly-themed ad groups (one per exam / course type)
- Exam-specific dedicated landing pages with matching intent
- 900+ negative keywords refined over 18 months
- Full conversion tracking: form submissions + call clicks
- Call extensions, sitelinks, promotion extensions active
- Remarketing lists (30/60/90-day) for course page visitors
- YouTube pre-roll ads driving demo class sign-ups
- Monthly account reviews with client — full transparency reporting
"I have a great experience working with Mind Mingle, a digital marketing company that truly understands client needs. Their team is highly professional, creative, and result-oriented. From strategy planning to execution, everything was handled smoothly and efficiently. What impressed me the most was their attention to detail and commitment to delivering measurable results. I would highly recommend Mind Mingle to anyone looking for reliable and effective digital marketing services."
Why This Strategy Worked
Long-term client relationships produce outcomes that short-term campaigns simply cannot. Here's what made the difference over six years.
Genuine Niche Authority
Physics competitive exam coaching is a specialised niche with highly specific, high-intent keywords. We built topical authority in that exact niche rather than casting a wide generic content net — every piece of content had a purpose.
Compounding Over 6 Years
SEO is not a campaign — it's a compounding asset. The content and links built in 2019–2020 continue to drive traffic and authority today. Each phase built on the last, creating a flywheel effect that competitors cannot easily replicate.
Early Mover in AI Search
By beginning AEO/GEO work in early 2024, fiziks was positioned before most competitors had even acknowledged the shift. Being early in a new paradigm creates a durable first-mover advantage in AI-generated answers.
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