The Training Terminal
The Training Terminal offers a fresh approach to hospitality training courses that will leave you fully prepared for the employment path that you have ahead.
Whether you are completing courses as a statutory part of your work or you want to learn a new skill to take your career forward, we provide you with the solution to your needs – and we offer it in 10 different languages too. Courses include Food Safety, Health and Safety to vocational courses in Wine, Cocktail Making to becoming a Waiter.
International SEO Awareness Case Study
- Develop a national and international strategy to promote website growth
- Restructure the website to rank better for Hreflang tags
- Increase visibility with an extensive backlink and citation program
A Closer Look At The Case Study Site
Period undertaken: Feb 2018 to May 2020
- Research and Strategy Planning
- On-page and Off-page SEO
- National and internal SEO Development Program
- Extensive backlink Program
The Biggest Challenges We Had to Overcome
Increasing the exposure of the eCommerce within the online training market and increasing conversions. Tasked with improving the overall UX for the reader.
National SEO Strategy
Keyword Research and Optimization: Identifying popular, relevant keywords specific to the online training market. This includes long-tail keywords that are more specific and less competitive.
Localizing Content: Tailoring content to national audiences, considering cultural nuances, local trends, and language specifics.
On-Page Optimization: Ensuring that all website elements like titles, meta descriptions, and content align with targeted national keywords.
National Link Building: Establishing links with other national websites, blogs, and forums to improve credibility and visibility.
Social Media Engagement: Utilizing national social media platforms to connect with the audience and drive traffic.
International SEO Strategy
Global Keyword Targeting: Identifying keywords that have global appeal and are commonly searched in different countries.
Website Localization and Translation: Creating multiple versions of the site in different languages, considering cultural differences in content presentation.
International Link Building: Building links with internationally recognized and relevant websites to boost global presence.
Hreflang Tags: Using hreflang tags to tell Google which language you are using on a specific page, so the search engine can serve that result to users searching in that language.
Global Market Analysis: Understanding the nuances of different international markets and customizing strategies accordingly.
Our Plan of Attack
Ramping up relevant and engaging content on-site to improve the user experience (UX) has helped convert more customers into signing up for the courses and seeing the value that Training Terminal provide. Building out a citation and Local SEO programme has increased brand exposure online with increased assets online.
Step One - Initial Research
After a technical audit was carried out on the site to minimise plugins and increase UX and speed, we then begun building out multiple trust signals across several social profiles.
Clean up of the existing code and deferring of several scripts to improve loading times on each yop-level landing page.
We also undertook an extensive link-building exercise with guest posts and HARO links to acquire white-hat, top-quality links.
Rewrite and optimise existing content with selected keywords and phrases embedded to increase relevancy and visibility month-on-month.
Step Two - Code Clean-up & Script Optimisation
The focus here was on refining the website’s backbone. We meticulously cleaned up the existing code and deferred various scripts, ensuring they loaded strategically without hindering the user experience. This approach was specifically implemented on top-level landing pages to significantly enhance loading times.
By streamlining the code and optimizing script loading, we provided a smoother, faster browsing experience, crucial for retaining visitor interest and reducing bounce rates.
Step Three - Extensive Link Building Campaign
Our strategy included an ambitious link-building exercise. We leveraged guest posting opportunities and utilized Help a Reporter Out (HARO) to secure high-quality, white-hat links. This not only improved our site’s authority but also its visibility in search results, establishing a robust backlink profile critical for SEO success.
Step Four - Content Rewrite and Optimisation
We undertook a comprehensive overhaul of the existing content. By embedding carefully selected keywords and phrases, we aimed to heighten the content’s relevance and visibility. This was not a one-off task but a month-on-month endeavour, ensuring ongoing improvement in alignment with evolving SEO trends and keyword popularity.
Step Five - Trust Signal Enhancement on Social Profiles
Building trust signals was pivotal. We enhanced our presence across various social profiles, creating a cohesive and trustworthy brand image online.
This step involved not just updating profiles but actively engaging with the audience, showcasing our expertise, and fostering a community around our brand. This strategy was instrumental in building credibility and authenticity in a digital landscape where trust is paramount.
Analysing the Results
Through strategic national and international SEO optimization, we successfully increased the engagement rate to 2.6%.
By tailoring content to resonate with both local and global audiences and optimizing for region-specific keywords, we enhanced visibility and relevance across diverse markets. This approach, coupled with a user-centric website design and streamlined user experience, significantly boosted organic traffic and engagement.
The targeted, multi-faceted SEO tactics not only improved our search engine rankings but also fostered a more engaging and relevant online presence, leading to a marked increase in user interaction and participation on the platform.
In just one year, our focused SEO strategies led to a remarkable growth in organic traffic by 127%, while the number of ranking keywords increased by 74%. This success was driven by a comprehensive approach that included optimizing on-page elements, enhancing content quality, and building authoritative backlinks.
The continuous refinement of our keyword strategy, targeting both high-volume and niche terms, played a crucial role. This not only improved our visibility on search engines but also attracted a more relevant and engaged audience, contributing to significant growth in both traffic and keyword breadth.
Over the life of the campaign organic traffic growth compounded to an impressive 1095% increase proving that the original strategy was sound and worth sharing and training with the in-house internal team.
Our extensive backlink program led to an astounding 907% increase in backlinks, a testament to our focused and strategic outreach. This achievement stemmed from a robust campaign encompassing guest blogging, collaborations, and leveraging digital PR.
Our efforts in building relationships with authoritative sites and creating high-quality, shareable content significantly amplified our online presence. This exponential growth in backlinks not only enhanced our website’s authority but also substantially boosted its visibility and credibility in the digital landscape.