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An Australian Online Education Provider Went From 1 To 65 Page-One Google Rankings In A Year, And Traffic Grew 30×.
An Australian e-learning provider of leadership and life-skills courses for schools and sport started with almost no presence on Google. We planned 150+ new pages, and in the first year 65 of its 200 main searches reached page one.
Where They Started, What We Did, Where They Are Now
Almost Invisible On Google
The site had almost no rankings, and well-established competitors held the top spots.
Planned 150+ New Pages
After studying the top competitors, we planned content-rich pages for each of its main topics, plus outreach to trusted sites.
Top 3 For Its Key Topics
In one year, 65 of 200 main searches reached page one, many of them in the top 3.
What We Did For This Australian Online Education Provider
The client is an Australian e-learning provider that has taught leadership, life skills and sport leadership since 2015. When we started, its courses already reached 10,000+ students in 400+ schools. Its goal was to reach 100,000+ learners by 2025.
The website had almost no presence on Google, and its success depended on our results. We built the plan around three main offers: future skills of the workforce, young leaders in schools and emerging leaders in sport. After studying the top competitors, we advised more than 150 new content-rich pages aimed at the chosen searches.
In the first year, from March 2020 to March 2021, the number of its 200 main searches on page one grew from 1 to 65. Traffic from Google grew even further, and the study says there is room for much more.
What Stood In The Way
A Site Google Barely Knew
The site had very little SEO value and almost no rankings at the start.
Strong Competitors
Well-established rivals already held the top spots.
Needing A Dedicated Plan
The site needed its own strategy to grow in organic search and bring in more business.
Proving It Brings Registrations
Rankings and traffic had to be tracked closely to show they helped drive sign-ups.
From Nowhere To The Top Of Google
A few of the searches, at the start and one year later. “100+” means it wasn’t in the top 100.
Visitors From Google In The First Year
Screenshot from the client’s own Google Analytics.
What It Brought
Out of 200 main searches, 65 reached Google’s top 10 within the first year, up from 1.
Searches such as “student athlete career development” reached position 1, and several more reached positions 2 and 3.
Many top searches had been outside the top 100 in March 2020 and were on page one a year later.
Visits from Google grew as rankings improved, and this was only the first 12 months.
Four Steps That Made The Difference
Chose The Right Searches
Keywords built around its three main offers: future workforce skills, young leaders in schools and emerging leaders in sport.Be found for what you actually sell.
Studied The Top Competitors
What the sites at the top of Google were doing better.Know what you’re up against before you start.
Planned 150+ New Pages
A page for each topic, with the structure and drafts prepared for each one.One clear page for every question a learner asks.
Got Trusted Sites To Link To It
Outreach to build the site’s reputation with Google.Online word of mouth. The more trusted sites mention you, the more Google and AI trust you.
Everything We Did
- Chose searches around its three main offers
- Reviewed the top-ranking competitors in detail
- Advised more than 150 new landing pages for the chosen searches
- Prepared the structure and drafts of those pages from competitor research
- Kept reviewing and adjusting which searches to target on key pages
- Reached out to trusted sites to earn quality links
- Tracked rankings and traffic closely
What Other Business Owners Can Take From This
Build Pages Around Your Offers
A clear page for each topic you sell gives Google something to show for each search.
Study Who Is On Top
Looking closely at the leaders showed what content was needed to compete with them.
Keep Reviewing
Checking rankings and adjusting the searches targeted kept the work pointed at what brings visitors.
Starting from zero is not a problem. Starting without a plan is.
This is the same work we do for businesses in Australia, the UK, the US, the Middle East and Asia, for small companies as well as big names.
- A clear plan of pages built around what people search
- Rankings for the topics that bring you enquiries
- More visitors from Google, month after month
- A clear report every month on what we did and what it brought
Starting From Scratch On Google?
Our free SEO & AI SEO audit shows where you appear on Google and in AI answers today, who shows up instead, and what to fix first.
Results Like This, For Other Businesses
About This Case Study
Who is the client?
An Australian provider of e-learning on leadership, social and emotional learning, career readiness and sports coaching, founded in 2015. At the time its courses reached 10,000+ students in 400+ schools.
How we measured (for the detail-minded)
- Rankings for 200 main keywords, March 2020 and March 2021, from the campaign reports. Visitors from the client’s own Google Analytics. This case study was first published in April 2021.
