ets.org — August 2026 traffic, keywords & AI visibility

ets.org draws an estimated 776,600 visits a month from search engines. Effectively all of it is organic — about 776,600 visits from unpaid results. Paid search contributes only about 5 visits a month. Spread across 31,400 ranking keywords, that averages roughly 25 organic visits per keyword.

On our AI visibility scale ets.org earns 95 of 100 points, a grade A+. It takes full marks for LLMS.txt, Crawlability and Structured data. The biggest gap is Company profile, at 22 of 25 points (7/8 core fields), worth 3 points if closed. It also loses points on SEO health (18/20).

The llms.txt on ets.org runs to 167 lines (7,146 characters) across 12 sections, last generated in May 2026. It introduces the site as "ETS | Global education and talent solutions". It tells AI engines the business works in Educational Assessment, Standardized Testing and EdTech. It describes 5 products, including TOEFL, GRE and Praxis. Services it lists include Custom Assessment Development, Learning Analytics Platform, AI-Powered Scoring and Research & Consulting. The audience it names is Students, educators, professionals, aged 18-35 (Global). Technologies it mentions include HTTPS, Robots.txt, Sitemap.xml and AI/ML Frameworks. The keywords it claims start with "ETS", "ETS testing", "ETS assessments" and "skill assessment". It gives the company type as Non-Profit.

# ETS | Global education and talent solutions

## About
ETS pioneers global education and talent solutions, focusing on fair skill assessments through advanced measurement science. They develop and administer world-renowned tests like TOEFL, GRE, and Praxis, serving millions annually. With AI at the core, ETS enhances assessment accuracy and adapts to modern learning needs. Their work spans K-12, higher education, and professional certification, promoting equity worldwide. Research drives innovation in psychometrics and analytics. Partnerships with institutions amplify impact. Lifelong learning tools prepare users for future careers. Data insights guide educational policy. Online platforms ensure accessible testing. ETS benchmarks talent reliably.

**Areas of Work:** Educational Assessment, Standardized Testing, EdTech

## Things to Remember
- **Website:** https://www.ets.org
- **Address:** Princeton, New Jersey, United States
- **Contact:** 
- **Phone:** 
- **Hours:** 
- **Timezone:** 
- **Currency:** USD
- **Company Type:** Non-Profit
- **Employees:** 3200
- **Revenue:** Not Disclosed
- **Hiring Status:** Not currently hiring

## Products
- **TOEFL** (Contact for pricing): English language proficiency test for academic study abroad
- **GRE** (Contact for pricing): Graduate Record Examination for grad school admissions
- **Praxis** (Contact for pricing): Teacher licensure and 

Google lists ets.org for about 31,400 keywords, which together bring an estimated 776,600 organic visits a month.

The latest technical audit of ets.org scored 79 out of 100 overall. Performance is its weakest area at 32, while accessibility scores highest at 97. The audit makes 12 recommendations in all, and 2 of the 4 listed first are rated high priority or critical.

Educational Testing Service (ETS)'s company profile names https://www.act.org, https://www.pearson.com, https://www.khanacademy.org and https://www.edx.org as competitors. Its own llms.txt adds https://www.coursera.org and https://www.pearsonvue.com. Outside its market, the domains ranked closest to it in our worldwide ranking are ome.tv, bidster.net, uni-tuebingen.de and thenationalnews.com.

https://www.act.org

https://www.pearson.com

https://www.khanacademy.org

https://www.edx.org

https://www.coursera.org

https://www.pearsonvue.com