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Skills Training Group

Content strategy achieves 2,122% increase in users

Skills Training Group focus on delivering high quality, electric, plumbing and gas training courses in Scotland.

  • EUSA_Best-Use-of-Search-B2B-(SEO)

The Challenge

Skills Training Group website was previously just one page, with unoptimised content and poor keyword rankings. In August 2019, they launched a new website that Impression had built from scratch.

Following the launch of their website, we were set the following SEO & content objectives:


Increase website traffic YoY


Improve rankings for gas-related keywords


Drive 100 conversions to the site per quarter


Strengthen the domain

The Strategy

We implemented a strategy to overcome various challenges faced by Skills Training Group.


No supporting content

The site didn’t have any supporting content (as it was previously just one page) so we created a content plan based on keyword research that would engage users at different stages in their journey – making sure we delivered the right message, to the right people at the right time.


Competitors have stronger domains

Skills training group appointed our digital PR team to meet carry out the following activities:

- Drive high authority and relevant links through to the site from relevant B2B publications
- Drive links to course landing pages (instead of the homepage) to directly pass page rank


Poor rankings for course terms both locally & nationally

The client had to compete against websites that were using doorway pages where they would attempt to cover each location even if they didn’t have a training centre there. These areas of focus for Skills Training Group were:

- Glasgow
- Edinburgh

We optimised their landing pages to contain real local information and targeting, this was backed by robust keyword reporting to show progress in each location.

The Results

We’re delighted to have achieved the below result for our client, this success can be largely attributed to content creation.

The below results compare the time period of Aug 2020 – Feb 2021 vs Aug 2019 (when their site was launched) – Feb 2020


Increase in organic users


For a number of gas-related keywords


Conversions per quarter

DR: 36

Increased from 10

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B2B website sees 121% increase in number of indexed URLs

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