How SEO Can Help L&D Websites To Drive In-Company Leads

Education outside of school is tricky in the world of business and office life. It’s often hard to squeeze in learning and training when you’re working 9-5 , and have a busy personal life outside of work. However, the world of the internet and modern technology had made education and training so much easier and so much more accessible. This ultimately gives training businesses and course directors more of a range of target audience and a large range of prospective course takers. It’s also beneficial that the internet allows for offline leaning which can be accessed anytime and anywhere.

The benefit of the accessibility now propels businesses to consider starting training courses and development course to both employees and the general public. But how easy can it be? How can a business’utilise SEO strategies to generate prospects and leads? Here are three vital ways to get on the right track.

1. Getting to the Right People

If you’re looking to acquire in-company leads, it’s wise to direct your marketing directly to the right users who are likely to enrol on a course; don’t waste time reaching out to dozens of businesses in the hope that this will increase potential leads. What you need to do is consolidate the legitimate leads and single out those whom are most definitely going to enrol; this includes targeting learning and development leaders, department managers and marketing directors.

It’s also handy to use a tracking system to see who’s sharing what of your content and how they can be useful in generating leads. Tracking the “Share” buttons on shareable links makes it easier to understand exactly where and when people are sharing your links and who it is that is sharing these links;e.g. Marketing/HR managers, business directors etc. This makes it easier to direct your marketing strategies to the right people, knowing that they have interest, and can ensure that you generate a strong prospective lead.

Within the L&D sphere, there are two types of users that you will encounter while reaching out for your courses: conscious and unconscious uses. The conscious user is the user whom is actively looking for a course; these users drive bookings at a higher rate. However, the toughest, the unconscious user is usually searching for information or specific answers to questions. It is tougher to generate a lead with an unconscious user, but not impossible. One of the best and most effective ways to put the unconscious user on a path towards enrolling in your course. Creating a mind map of your content of a learning and development course and all related keywords and topics, and publishing them on either your own site or an outreach blog will help pick up the unconscious user to generate a potential lead.

2. Website Content and Layout

POLARIS, an SEO & PPC specialist agency based in London successfully provided an SEO campaign for Redcliffe training, helping them achieve highly ranked positions for keywords like “banking training” and “corporate finance training”  on Google and increased their sales by 200% for training and revenue by 225% by presenting the courses of higher value.  Much like POLARIS for Redcliffe Traini (as illustrated in figure 1.) layout and crawling should be a focal point for your L & D site. In the images, you can see that POLARIS set out the ideal layout for a webpage. The basics should be: clear concise titles and page headers, dates, locations, prices, booking options, and downloadable content. These are the basic features needed to keep a user on your site; the simpler in design and clarity of the content, the clearer the message is in your users eyes and the more likely they will sign up to a course.

In addition to the right layout, you also need to include the right relevant keywords, as well as keyword modifiers. This will contribute to a more centralised search outcome and more people visiting and staying on your site. In addition to this, having high quality content is one of the most important parts of a L & D site, (especially in regard to it being an ecommerce site). Make it a method to list down your keywords, relevant keywords (remembering the importance of modifiers) and check the traffic for each one of them so that using them on your site will drive traffic and could ultimately generate leads.

Something else that can be done to drive in-company leads is placing industry specific articles in areas of interest for potential leads; for example relevant training magazines or journals. This means that if directors read the article, they may find that a certain course is relevant and book it for their employees.

3. Course schema tagging

Using tag schemas and adding it to your HTML is a way to utilise  and thus strengthen your chances of ranking higher in search engines. Using an SEO agency to help develop rich snippets and search snippets to your HTML will up your changes of those searching for your courses, clicking on them. What using them does is adds more information to your URL search result, thus informing the searcher as to the quality of your site and service.

As illustrated in the image below (figure. 1), the search snippet helps gives the searcher more info as to specific date related events; so as a learning and development site, you can use an SEO agency to add search snippets to allow your searcher to have a preview of your courses; making them more likely to click on your site.

As you can see in the other image below (figure 2.) , using the keywords “how to give a good presentation” comes up with a more in-detail outline as to what the site has to offer. This allows the viewer to be given more access to the information on your site, (using “…” is a great way of making them click too)

You can additionally add your ratings to your search engine results, (see figure 3.)

POLARIS is an SEO agency based in London whom can help with your SEO strategies, and paid campaigns. Visit them for more information!

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