THE CHALLENGE
One Education needed its course catalogue found by the people searching for it, in a crowded online learning market. The brief was to grow qualified organic visibility and to build paid channels that scale without eating into the free traffic that was already converting.
OUR APPROACH
We ran SEO and paid search as one programme rather than two. That meant strengthening the core ranking terms the brand already owned, expanding into adjacent high volume topics where skills and self development content sits naturally next to the course catalogue, and testing Paid Search and Paid Shopping as controlled growth levers rather than a blunt increase in budget.
SIX MONTHS OF SEARCH PERFORMANCE
Across a six month window, Google Search delivered 370K clicks from 22.2M impressions.
WHERE THE CLICKS CAME FROM
Brand demand is answered properly: the query “one education” sits at an average position of 2.3 and returns 14,900 clicks at a 40.6% click through rate. Alongside it, non brand queries such as “importance of listening”, “basic computer skills” and “emotional intelligence” bring in people who are not searching for the brand yet, which is where the catalogue finds its next audience.
ORGANIC IS NOW THE BIGGEST CHANNEL IN THE BUSINESS
Through July, Google organic drove 43.38% of key events and 30.97% of revenue, ahead of every other source including email and paid social. GA4 also flagged a page views spike from Google between 28 July and 3 August of 45,788, above the top of its own forecast range of 17,226 to 43,367.
PAID SCALING ALONGSIDE ORGANIC
Organic Search holds 72K sessions over the period, while Paid Search sessions rose 26.2% and Paid Shopping rose 28.1%. Paid is adding reach rather than buying back traffic the site already earns for free.
MEASUREMENT AND REPORTING
Performance is reviewed in GA4 and Google Search Console together, daily for anomalies and over six month windows for the trend, so short term movement is never mistaken for direction of travel. That reporting also feeds our conversion rate work, because knowing which queries bring revenue is what makes a landing page worth improving.
THE RESULTS
- 370K clicks and 22.2M impressions from Google Search over six months
- The query “one education” at an average position of 2.3, worth 14,900 clicks at a 40.6% click through rate
- 43.38% of key events and 30.97% of revenue attributed to Google organic
- A page views peak of 45,788 from Google, above the forecast ceiling
- Paid Search sessions up 26.2% and Paid Shopping up 28.1%, alongside 72K organic sessions
WANT SEARCH TO DO THIS FOR YOUR CATALOGUE?
We plan organic and paid together, measure both in one place and report on what actually earns revenue. See more of our recent work, read about our digital marketing services, or get in touch and we will look at your search data first.
