The client
Skills Training Group focus on delivering high quality, gas training courses in Scotland.
Services
SEOThe challenge
Our objectives were to:
- Increase website traffic towards the new domain through identified keywords
- Build non-branded organic traffic driven through course related keywords and longtail content
- Drive conversions to the site to fill up training courses available
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.
The strategy
We implemented a strategy to address each of the challenges that we needed to overcome.
Challenge 1: Category/Course page content creation
Strategy:
- Utilising what our client had already written for their website, we began with an optimisation process to enhance the content
- Combining this and competitor research, we gained a clear insight into which pieces of content were weaker and underperforming
- This gave us the ability to work with the client on rewriting content which would prove most valuable and beneficial to the site
- 30+ pages of optimised content were produced, situated underneath the course section of the website
Challenge 2: No supporting content
Strategy:
- A content hub was created, categorised into different areas to speak directly to our client’s target audience
- Each category was populated with content based on keyword research
Challenge 3: Local vs national SERP’s
Strategy:
- To combat this challenge, we tracked keywords from their three core locations which allowed us to understand how to target the landing pages
- To help with local SEO, we created location pages for each of the training centres to provide local ranking signals
The results
We're delighted to have achieved the below result for our client, this success can be largely attributed to content creation.