Case study, Bilingual local-service site, Montréal
LeTuteurScientifique.ca
A private tutor in Montréal who needed to be found by parents searching across two school systems (the French AEFE network and the Quebec system), in two languages, for a dozen different subjects and grade levels.
Where it stands now
Times shown in Google search
Visitors in the last four weeks
Of those, sent by ChatGPT and Copilot
Enquiries started in those four weeks
Before
No site that parents or Google could navigate by what they actually needed. A parent looking for a Collège Stanislas maths tutor, or for cégep NYA calculus, had no page that matched that exact search, and nothing for an AI assistant to point to when asked "who tutors the French Bac in Montréal".
After
A fast site with a separate, findable page for every subject, every grade and every target school, so a parent searching for one exact thing lands on a page made for it.
▸ What I built
- ·A fast site with a separate, findable page for every subject, every grade and every target school, so a parent searching for one exact thing lands on a page made for it.
- ·Behind-the-scenes labelling that tells Google and AI exactly who the tutor is, what he teaches and where, so they can match him to the right searches.
- ·A bilingual site (French and English) that serves the right language to the right family automatically.
- ·A Google Business Profile created from scratch: verified, filled in section by section (services, area served, hours, photos) and connected to the site, so the practice shows up on Google Maps and in the map results parents check first.
- ·A matching business listing on Bing, whose results also feed several AI assistants.
- ·Analytics, plus a contact form with a clean thank-you page.
▸ Getting it found on Google and AI
- ·Every page written around one clear search, with the right wording in the places Google looks first.
- ·Pages linked together so a visitor, and Google, can reach any of them in a couple of clicks.
- ·The site registered with Google so new pages get found and indexed quickly.
- ·A plain-language map for AI assistants, so ChatGPT, Claude and Perplexity can point people to the right page.
- ·Schools, neighbourhoods and exams named plainly, so both Google and AI can match the tutor to a specific need.
- ·The Google and Bing profiles kept consistent with the site, same name, same services, same area everywhere, which is how search engines and AI assistants become confident enough to recommend a business.
- ·I still manage both profiles today as part of the ongoing care: details kept current, new reviews coming in, and the rating reflected on the site.
▸ What the strategy has produced
Everything above is the work. Here is what it has produced, taken from Google Search Console and the site's own analytics rather than from anything I can adjust.
Appearances in Google search results
Visits from Google search
Average position in Google results
This is the page-per-topic strategy showing up in Google's own numbers, from the site's first appearances in search through September 2026. How often it shows up and how many people click through have both climbed steadily through the summer, and August was the biggest month so far, right when parents start planning the school year. The average position covers every search the site appears for, long tail included, so there is still room to climb.
Visitors in the four weeks to September 5, 2026
Of those, sent by ChatGPT and Microsoft Copilot
Contacts started, by form and by WhatsApp
And this is what those searches turn into. Google sends the most visitors, Bing is next, and almost all of them were new to the site. The page they land on most is the practice exercises section, which is exactly the point of giving every topic its own page instead of one long homepage. 16 people arrived from ChatGPT and Microsoft Copilot in those four weeks, which is what the AI search work is for. The 17 contacts break down as 3 form enquiries and 14 taps on the WhatsApp button.
No ad spend sits behind any of this. Every visit was earned: Google or Bing matched a parent's search to one of these pages, an AI assistant recommended the site, or somebody passed the link on. That is the whole point of doing the work this way. It keeps paying without a monthly ad bill, and the trend is still pointing up.
▸ Speed and performance
Built to be extremely light: no bulky website builder, no heavy code, and images that load only when needed. Pages arrive almost instantly, ready to read.
Rendering
JS framework
Fonts and images
▸ A usability problem, and the fix
The critique
An early version pushed every program and price into one long homepage, so a parent with a specific need (Brevet revision, or NYA calculus) had to scroll past everything irrelevant to them before finding their case.
The fix
I split it into dedicated pages and added a clear trail showing where you are, plus a compact menu, so a visitor lands right on the page for their child's exact grade and school, with the contact form one tap away.
Outcome
The practice now has a landing page matched to each target search, the behind-the-scenes work that lets AI search find and recommend it, and a verified 5.0-star Google Business Profile with 13 reviews, built from scratch and still managed today, alongside a matching Bing listing. And the strategy is showing in the numbers: the site gets picked up for a wide spread of parent searches, its visibility and its visits have grown month after month with August 2026 the strongest so far, parents now arrive from ChatGPT and Microsoft Copilot as well as from Google, and enquiries come in through both the form and WhatsApp.