The client

Skills Training Group focus on delivering high quality, electric, plumbing and gas training courses in Scotland.



The challenge

Skills Training Group website was previously just one page, with unoptimised content and poor keyword rankings. In August 2019, they launched a new website which Impression had built from scratch.

Following the launch of their website, we were set the below objectives:

  • Increase website traffic YoY 
  • Improve rankings for gas related keywords
  • Drive 100 conversions to the site per quarter 
  • Strengthen the domain

The strategy

We implemented a strategy to overcome various challenges faced by Skills Training Group.

Challenge: No supporting content 


The site didn’t have any supporting content (previously just one page) so we created a content plan based on keyword research that would engage users at different stages in their journey – making sure we delivered the right message, to the right people at the right time. 

Challenge: Competitors have stronger domains


Skills training group appointed our digital PR team to meet carry out the following activities:

  • Drive high authority and relevant links through to the site from relevant B2B publications
  • Drive links to course landing pages (instead of the homepage) to directly pass page rank 

Challenge: Poor rankings for course terms both locally & nationally


The client had to compete against websites who were using doorway pages where they would attempt to cover each location even if they didn’t have a training centre there. These areas of focus were:

  • Glasgow
  • Edinburgh

We optimised our landing pages to contain real local information and targeting, this was backed by robust keyword reporting to show progress in each location.

The results

We're delighted to have achieved the below result for our client, this success can be largely attributed to content creation.

The below results compare the time period of Aug 2020 - Feb 2021 vs Aug 2019 (when their site was launched) - Feb 2020

increase in organic users
for a number of gas related keywords
conversions per quarter
DR - increased from 10

The team at Impression, headed by our SEO strategist, Charlie, have been a great addition to our 'marketing team'. The project has been focused on making Skills Training Group a leading domain within our niche. In a very short period, we have grown a new domain into a leader for many of our primary keywords. During this process, we have been kept up to date with all the work undertaken and what our strategy is for each quarter throughout the year. I would recommend Impression for any ambitious company looking to grow their organic traffic.

Find out what we can do for you

Your digital strategy should be having a direct impact on your business bottom line. If you’d like to find out how we can help you achieve better results, get in touch today! Simply fill in the form below and a member of our team will be in touch. Alternatively, give us a call using the number at the top of the page.

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