Training Course
Organic Search Share
45.6% from 0%
Facebook Followers
11,000 from 0
Students
4,003
Links From
aamconsultants.org (DR 32)
bulk.ly (DR 74)
cyrelnicolas.com (DR 29)
This is a case study about SEOTraining.ph, a local SEO training course that I made to help freelancers upskill or shift careers.
I have been running this course for four years already and have only experienced growth year-on-year.
It should be noted that I started this course from scratch - everything in this course was made by me, from the website all the way to the individual lesson slides. This also includes running the SEO and social media strategy.
Strategy
After carefully analyzing the target audience of the course, I realized that the target demographics uses Facebook every day. This prompted me to utilize two marketing channels: organic search and social media.
SEO
Content & On-Page Optimization: For SEO, we focused a lot in on-page optimization, ensuring that each article we published are relevant, insightful, and optimized for search engines as well.
The content was written using solid on-page optimization practices, with topical authority in mind.
Off-Page SEO: Since the website is started at zero, it's important to get started with some "foundational" links, specifically with local directory links.
It's important to choose which directories to submit to, because some of these directories have no authority to speak of.
Here's where it gets surprising: we didn't run an outreach campaign for this website and naturally acquired links on its own.
Social Media
I focused on Facebook because the target audience is mostly on it. We created other social media accounts in Pinterest, Instagram, and YouTube, but Facebook was where the most money is at.
Facebook ads is this course's bread and butter, but I also published content regularly to keep engagement levels up.
Here are some sample images I made:
We found that carousel posts have the biggest engagement and have been focusing on that content type ever since.
The Results
SEO
Social Media
It should be noted that ranking #1 for our target keywords also boosted the course's credibility. This was one of the reasons why students enroll in the course over my competitors.
My course's Facebook page has always been a strong driver of enrollments:
An active social media account with a substantial following helps in the credibility department, too.
The course I offer is quite niche, which means I don't need thousands of traffic to generate sales.
Number of Enrollees
At the time of writing (Updated to Sep 23, 2024), the course has over 4,003 enrollees.
Final Thoughts
I had to get out of my comfort zone and adapt our marketing strategies due to the target audience's online behavior.
I identified where the target audience spends most of their time online rather than tunnel-visioning in SEO and made sure both SEO and social media marketing work hand in hand. This resulted in a successful and holistic marketing campaign.