THE CHALLENGE
Janets runs more than 3,000 accredited courses spanning accounting, healthcare, teaching, IT and employability. A catalogue that broad cannot be covered by any single search strategy. The brief came in two halves: build a non brand search footprint big enough to reach people who have never heard of Janets, and keep every branded term locked to the top of the results so the audience that already knows the brand converts on the first click.
OUR APPROACH
Two jobs running side by side. The first is scale. We built non brand visibility across the full breadth of the catalogue, aimed at the specific course and subject queries people search long before they search for a provider by name, with supporting content sitting next to the course pages that answer the same question. The second is defence. We own “janets”, “janets courses”, “janets login” and every close variant, so a returning learner lands straight on the page they wanted rather than hunting for it.
SIX MONTHS OF SEARCH PERFORMANCE
Across a six month window Google Search delivered 26.8K clicks from 1.69M impressions. The average position of 42.2 and the 1.6% click through rate on the front of that report are what a footprint this wide looks like: the site appears for an enormous number of queries, most of them deep in the catalogue, and both averages are pulled down by the volume of impressions rather than by weak performance where it counts. The query report underneath is where the real picture sits.
WHERE THE CLICKS CAME FROM
Every branded term holds an average position of 1.0. “Janets courses” returns 2,043 clicks from 2,644 impressions at a 77.3% click through rate, “janets login” converts at 90.1% and “janets.org.uk login” at 92.4%. Those brand queries are barely 1% of all impressions yet they carry 28% of all clicks, so the brand estate converts at roughly thirty times the site average. Everything else is non brand, and that is where the volume lives: the query report runs 1,000 rows deep, and around 71% of every click arrives from outside the top ten terms. The long tail carries this site, not a handful of head terms.
WHAT THE TRAFFIC DOES
In GA4 the last 30 days record 11K users, 202K views and 437K events, and 511 key events, up 18.6% on the preceding period. Conversions grew while traffic held flat, which is the outcome worth reporting: a wider audience reaching the same catalogue and more of them doing something once they arrive. Search Console and GA4 are read together, daily for anomalies and over six month windows for the trend, and that reporting is what feeds our conversion rate work.
RETURNING LEARNERS AND NEW ONES
The seven day view separates the two audiences cleanly. 3K logins come from learners who already have a course to finish, while 2.2K first visits are people arriving for the first time, both inside the same week. User engagement is up 9.4% and session starts up 7.2% over that window, and the cohort table shows a steady return rate week after week. That is a catalogue being used, not simply found.
THE RESULTS
- 26.8K clicks from 1.69M impressions on Google Search over six months
- Every branded term at an average position of 1.0, including “janets courses” at a 77.3% click through rate and “janets.org.uk login” at 92.4%
- Brand queries worth 1% of impressions but 28% of clicks, converting at roughly thirty times the site average
- A query report 1,000 rows deep, with around 71% of clicks coming from outside the top ten terms
- 11K users, 202K views and 437K events in a 30 day window
- 511 key events, up 18.6% on the preceding period, with engagement up 9.4% and session starts up 7.2%
WANT THIS KIND OF REACH FOR YOUR COURSES?
We build a search footprint around the questions your buyers already ask, then defend the brand terms that convert on the first click. 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.
