Skills Training Group focus on delivering high quality, gas training courses in Scotland.
Our objectives were to:
As well as meeting the above objectives, there were a few challenges that we had to overcome.
The first issue being content – there was a large amount of content for the site which hadn’t been optimised for search and contained a large number of technical terms. Therefore we needed to tailor this content to their audience as well as integrate with our keyword research.
The site didn’t have any supporting content as it was previously just one page, this was the second challenge we faced and it meant we needed to create a content plan as a priority early on in the campaign.
Local vs national SERP’s also posed a challenge – the client operates in Scotland but people will travel from a long way for gas safety courses. We had to understand the difference in SERPs between each location where the courses are offered as well as provide insight into the mix of local vs national providers.
We implemented a strategy to address each of the challenges that we needed to overcome.
Challenge 1: Category/Course page content creation
Challenge 2: No supporting content
Challenge 3: Local vs national SERP’s
We're delighted to have achieved the below result for our client, this success can be largely attributed to content creation.
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