Gallery: GEO & SEO

University of Exeter｜GEO & SEO Search Strategy in the China Market

The University of Exeter is a member of the UK’s Russell Group.

Nanjing Marketing Group supported its 2026 MSc Metamaterials program—a highly specialized STEM field subject—with a Chinese generative engine optimization (GEO) campaign.

Metamaterials is a niche subject that people will research via search engines and AI tools, and we wanted this major to show up there when they do.

What did we do?

We developed a China-focused content strategy for the University of Exeter’s MSc Metamaterials program, targeting both broad metamaterials searches and program-specific keywords. 

We then created and published three optimized Chinese-language articles tailored to different stages of the student research journey. This was done with limited source materials from their website and from emails with our contact at the university.

To maximize visibility, we distributed the content across Sohu, Baijiahao, and Zhihu, adapting headlines and structure for each platform while optimizing for Baidu and AI search results. 

The articles were formatted with search-friendly structures, natural keyword integration, and clear readability to improve indexing and user engagement.

What Does This Campaign Teach Us About Marketing on Chinese Social Media?

Niche Overseas Programs Lack High-Quality Chinese Content

In China’s search ecosystem, highly specialized overseas programs are often discussed very little, even when students are actively searching for related topics.

This creates opportunities for universities to build visibility early by publishing clear, search-focused Chinese-language content before the space becomes more competitive.

Platform Differentiation Improves AI/GEO and SEO Visibility

Placing content on multiple platforms helps get cited in AI tools. Tailoring headlines and structure—while maintaining consistent messaging—helps improve indexing and expand reach across platforms.

For instance, the Sohu article was cited by Baidu AI on the day of publication, while the Baijiahao piece ranked #1 organically for the keyword “MSc Metamaterials” on Baidu’s search results page within one week. This is much faster than website-focused SEO.

Using our existing accounts helps content become more visible to search engines

Rather than using only brand accounts belonging to the University of Exeter, we also use our own, which have a history of publishing high-quality content that rank quickly in Baidu AI results. 

Educational content should reach users at multiple stages in their research

MSc Metamaterials is a brand new course and, therefore, unknown to prospective students. This meant we had to explain the course, as well as grab the attention of those learning or interested in learning metamaterials.

We published three original articles covering distinct user stages:

• For early awareness-stage users new to the field, we introduced the basics and industry prospects with the article explaining what metamaterials are and why they are regarded as future advanced materials.
• For evaluation-stage users comparing university strengths, we showcased Exeter’s CMRI research advantages, industry-academia integration and real-world research capabilities.
• For decision-stage users ready to apply, we covered 2026 intake entry details, cross-major eligibility and high-profile industry cooperation opportunities.

This staged content layout allows us to attract readers who are just starting to learn about metamaterials, while also converting interested candidates into prospective applicants for the University of Exeter’s new master’s program.