Training course provider achieves organic success through solid content strategy

The strategy

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

Challenge: No supporting content 

Solution: 

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

Solution:

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

Solution: 

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.