Overview: Fitness Education Online
WORK DONE: SEO
An online fitness CEC course provider wants to increase their online visibility on Google to be able to drive relevant traffic to their website. Their website serves as a platform for future professional fitness coaches, instructors, and trainers to take certified online courses that are accredited both in Australia and New Zealand.
SEO Services Australia’s goal for this client is to increase organic traffic by 20-30% by the 6th month of their SEO campaign. Additionally, the agency wanted to help the client get quality leads and conversions.
SEO Services aimed to increase traffic and open up more opportunities to convert by creating a campaign that focused on learning the client’s customer’s online behaviour and improving their user experience. There are several opportunities to be the answer to the need that searchers are looking for.
3-Phase SEO Strategy
Phase 1 – Increase Rankings
In Australia, only 70% of clicks in Google search results go to organic, while 30% goes to AdWords. A mere 0.83% of SERP clicks get to the second page of Google. With a user taking an average of 9 seconds to scan the first page and click on a link, it’s important to make sure the client’s website will be visible. This data served as a guide for Phase 1.
That’s why the agency made ‘Increase Rankings’ the first phase of the SEO strategy. Increasing the rankings of the client’s website will guarantee the likeliness that the user will click on their website’s link.
From 100+, the following keywords are now on the top 10 of Google SERP:
It only took around 4-5 months for the rankings to improve significantly with some keywords showing improvements as early as the second month.
Phase 2 – Increase Traffic
With visibility comes familiarity. The second phase focuses on increasing the number of visitors directed to the website (an effect of Phase 1’s success). Note that this doesn’t just refer to any traffic but more specifically relevant traffic. What this means is that the users led to the site are those who have a higher chance of actually taking an online fitness CEC course.
SEO Services ensured that the client’s website gets quality traffic and not just random visitors.
Organic monthly traffic started at 524 which increased to 1079 towards the end of the fourth month and continued to hold until the fifth month. The initial goal was to increase traffic by 20-30%. SEO Services managed to exceed that goal with a 105.91% increase in organic traffic.
Phase 3 – Increase Leads
Phase 2’s success naturally leads to an upward motion in lead generation and conversions. Some factors that affect these numbers are out of our scope, but with timely intervention, they were prevented from causing issues for the client.
In a span of 4-5 months, SEO Services Australia observed a huge increase in the number of ranking keywords, website impressions, and website traffic. This demonstrated the success of the strategies and tactics put in place by the website SEO team. Improvements have been significant and a big jump from the client’s previous numbers before SEO Services handled the campaign.
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Starting with discouraging numbers, this online fitness CEC course provider now enjoys the benefits of a high SERP ranking and relevant traffic and leads. The company continues to seek improvements as they steadily grow their website and further broaden their client base.