THE CHALLENGE
Training Express publishes a very large catalogue of online courses, from workplace safety and compliance through to personal development. Most of the search demand around a catalogue that size sits outside the brand name, in the practical questions people type long before they think about buying a course. The brief was to win those questions at scale and to keep the brand terms locked to the top of the results at the same time.
OUR APPROACH
We ran a content led SEO programme built around the subjects the catalogue already teaches: safety procedures, workplace skills, compliance and personal development. Each piece of supporting content answers one specific question properly and sits next to the course category covering the same subject, so a reader who arrives for an answer is one step away from the training. Alongside that we defended branded search, so that “training express” and “training express login” convert on the first click every time.
SIX MONTHS OF SEARCH PERFORMANCE
Across a six month window, Google Search delivered 330K clicks from 23.8M impressions.
WHERE THE CLICKS CAME FROM
Brand demand is answered in full: the query “training express” holds an average position of 1.0 and returns 19,777 clicks from 25,734 impressions at a 76.9% click through rate, while “training express login” also sits at 1.0 with a 79.1% click through rate. The rest of the report is non brand. “Professional skills” earns 83,516 impressions on its own, “7 steps of problem solving” ranks at 1.3, “10 personal hygiene practices” at 3.0, and a specialist query such as “welding flash burn eyes home treatment” holds 4.6 and 744 clicks. Those are the searches that introduce the catalogue to people who have never heard the brand.
ORGANIC IS THE LARGEST SOURCE OF NEW USERS
In GA4, organic search brings in more new users than any other channel, ahead of direct, email, referral, paid search, paid shopping and organic social. Behind those users sit 2.5M events in a 30 day window, led by 278K page views and 77K engagement events.
MEASUREMENT AND WHAT THE TRAFFIC DOES
Over the same 30 day window the site records 136K users, 1.2M views and 61K key events. Form starts reach 39K and form submits 38K, so almost everyone who begins an enquiry finishes it, which is why we report on engagement rather than raw sessions. Search Console and GA4 are reviewed together, daily for anomalies and over six month windows for the trend, and that reporting is what feeds our conversion rate work.
THE RESULTS
- 330K clicks and 23.8M impressions from Google Search over six months
- The query “training express” at an average position of 1.0, worth 19,777 clicks at a 76.9% click through rate
- “Training express login” also at position 1.0, converting at 79.1%
- Non brand content ranking at the top of the page, including “7 steps of problem solving” at 1.3 and “10 personal hygiene practices” at 3.0
- 136K users, 1.2M views and 61K key events in a 30 day window, with organic search the largest source of new users
- 39K form starts and 38K form submits from that traffic
WANT THIS KIND OF REACH FOR YOUR COURSES?
We build content around the questions your buyers already ask, then measure it against the enquiries it produces rather than the rankings alone. 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.
