Digital Strategy, International SEO and Online Advertising


Building online visibility around the world

The new digital, B2B language learning platform Excedo launched in February 2019. The goal of the platform is to help individuals upskill and enhance their career prospects as well as helping companies improve their ability to work in international markets.  

Excedo was founded in collaboration with Nikkei Inc., one of the largest independent business media groups in Asia, and The Financial Times. Novicell has been Excedo’s digital partner before, during and after the platform launch.  

Gaining awareness online 

Despite having investors with strong global brands, Excedo started from scratch and needed to build up brand awareness as well as a customer base. 

As a startup, Excedo needed a brand new website which would start at a very basic level and over time grow into a truly global solution with advanced features aimed at lead generation and informing potential clients.

As an online platform, digital marketing was key to generating new business and leads through the website and sign-ups for events. Advertising and visibility were also high priorities and needed to be continuously optimised to deliver traffic and sales. 

Excedo wanted to bring their product to the Japanese market as a pilot and target companies in the first phase of the business. To get there, they worked with Novicell to build an online presence and establish an initial customer base.

The co-operation includes:

Online Advertising

Advertising across Google Ads, Facebook Ads, LinkedIn Ads, YouTube Advertising, Yahoo Japan Promotional Ads and Twitter Ads to increase brand awareness and to promote eBooks, events and webinars.


Setting up remarketing flows in the respective channels to target engaged site visitors across all channels and bring them back into the customer journey to become a conversion. 

International SEO

International SEO strategy, content translation and implementation of keywords on both the international site and the Japanese site.  

Performance Management

Implementation of Google Analytics and Google Tag Manager to track KPIs and PIs. The necessary third-party tracking pixels are also implemented via Google Tag Manager.  

Solid Drupal Platform

Transforming brand guidelines into a digital experience which was then implemented in Drupal - a license-free, open source CMS which is easy to extend and performs really well at a global scale.


Novicell implemented a full-channel strategy to create an all-round integrated online marketing mix which fitted Excedo’s overall business objectives and supporting KPIs. This methodology has given Excedo the best possible start to launching their company and laid the foundation for future digital actions as they begin their international expansion.  

Expertise all across Europe

We worked very closely with our international development teams in Denmark who helped build the Excedo website.  

Working together with the same design team, our marketing team helped provide recommendations to build new landing pages for paid traffic and update the default CRM forms to increase conversion rates.


Steps to increased visibility

In October, four months ahead of the platform launch, Novicell held a design and user experience workshop, laying down the framework for building a strong website and globalisation strategy. Based on this, Novicell gave our recommendations for an information architecture setup.

In December, the international website launched in Drupal, both in Japanese and English. Almost at the same time, Novicell began setting up marketing campaigns targeting expats and Japanese nationals promoting Excedo’s February launch event. 

Heading into spring 2019, we started running several campaigns to promote events and products.  


increase in organic traffic to new site 


increase in ranking keywords in Japan 


increase in visibility 

International SEO 

When going international, accurate marketing campaign translation and localisation is essential. However, to be successful, the campaigns must also be appropriate for the cultural context. All ads on YouTube, Twitter, LinkedIn, Google, Yahoo Japan and Facebook have been thoroughly converted to Japanese language and style to promote Excedo and fully engage the target audience. 

Novicell’s International SEO work for Excedo includes: 

  • Keyword analysis 
  • Market research 
  • Translation 
  • Implementation

Supported TV commercial 

We also created Google and Yahoo Japan search campaigns to complement Nikkei’s national TV commercial for Excedo which ran over the Golden Week in Japan. 

Digital Marketing Results

Focusing on paid advertising delivers clear results:


increase in click-through rate


reduction in average cost-per-click


increase in YouTube campaign view rate


decrease in cost per conversion

Novicell has developed and implemented effective international SEO strategies to help us increase our website traffic and optimise ROI. They have also implemented strategic search engine marketing campaigns on multiple channels and provided the analysis and recommendations to drive conversions.  

I am highly satisfied with the quality of their digital marketing services and collaborative approach. I am grateful for their expertise and dedication.  


Sayaka Soma, Digital Marketing Manager, Excedo 

Next steps

Excedo will be launching next in Mexico. Novicell is set to begin international SEO activity soon so that the Spanish language site is optimised for launch. 

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