INPD (Institute of Professional Development) is a leading provider of accredited professional development courses, delivering high-quality training for individuals and businesses. Over a period of three years, we worked closely with INPD to develop and execute a comprehensive SEO strategy aimed at increasing organic traffic, improving search engine rankings, and ultimately driving revenue growth.
This case study highlights the results achieved through a multi-faceted approach to SEO, including on-page optimization, content development, backlink building, and conversion rate optimization (CRO).
The Challenge
When we first began working with INPD, their website had limited visibility in search results, and organic traffic was not driving the expected business growth. Although they offered a wide range of high-quality training courses, their digital presence wasn’t aligned with their business goals, and there was substantial opportunity to improve both rankings and conversions.
Our challenge was clear:
- Increase organic traffic and visibility.
- Improve keyword rankings, especially for non-branded keywords.
- Enhance content relevance and quality.
- Drive higher conversion rates from organic traffic to generate more revenue.
Testimonial for SEO Partnership with INPD
Partnering with Toni Marino has been a game-changer for INPD. Over the past three years, their expertise in SEO has helped us transform our online presence and significantly grow our business. Their strategic approach, from on-page optimisation to content creation and link building, has delivered outstanding results.
Thanks to their efforts, we’ve seen a dramatic increase in organic traffic, with over 2,000 targeted keywords ranking – many in the top positions. The quality of content they developed not only enhanced our SEO but also helped establish INPD as a trusted leader in the professional development space. Their team was proactive, always looking for ways to optimise and improve our website’s performance.
Strategy
To address these challenges, we implemented a comprehensive SEO strategy with a clear focus on the following pillars:
1. On-Page Development
Technical SEO: We began by auditing the site to ensure it was technically optimised for search engines. We addressed issues related to site speed, mobile optimisation, crawl errors, and structured data to ensure the website was easily accessible by search engines and users alike.
On-Page Optimization: Key on-page elements, including title tags, meta descriptions, header tags, and internal linking, were optimised to align with targeted keywords. We also focused on improving the website’s overall user experience (UX) to enhance engagement and reduce bounce rates.
2. Content Strategy
Content Creation: Over the course of the partnership, we developed more than 100 pieces of high-quality content, including blog posts, guides, case studies, and landing pages. Each piece was strategically created to target high-value keywords, answer user intent, and establish INPD as a thought leader in the professional development space.
Keyword Focus: A majority of the content focused on non-branded keywords—keywords that potential customers were actively searching for but were not yet associated with INPD’s brand. This approach helped increase organic visibility for a wider range of search terms and capture a larger audience.
3. Link Building
Backlink Strategy: We focused on acquiring over 200 high-quality backlinks from authoritative websites in the education and professional development niches. These backlinks not only helped improve domain authority but also increased the website’s ability to rank for competitive keywords.
Outreach and Guest Posting: A targeted outreach campaign was executed to secure guest posts, partnerships, and mentions from reputable sites, further strengthening INPD’s online presence and credibility.
4. Conversion Rate Optimization (CRO)
User Experience: We conducted thorough analyses of user behavior using heatmaps, user flow analysis, and A/B testing to identify areas for improvement on the site. By enhancing the user experience, simplifying navigation, and making the site more conversion-friendly, we were able to drive higher engagement and conversions.
Call-to-Action (CTA) Optimization: We worked to refine CTAs on key pages, ensuring they were clear, compelling, and placed strategically to drive conversions, whether for course sign-ups, lead generation, or purchases.
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The results of our three-year partnership were impressive, with significant improvements across key performance metrics:
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Over 2,000 Keywords Ranked: We successfully targeted and ranked for over 2,000 keywords, the vast majority of which were non-branded. This drastically expanded INPD’s organic reach and attracted a broader audience.
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Top Rankings: Over 100 keywords achieved top 3 positions in Google search results. This included competitive terms related to professional development, accredited courses, and industry certifications, which were crucial to driving traffic to the site.
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Backlinks: We secured over 200 high-quality backlinks, contributing to a stronger domain authority and improved rankings for important keywords.
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Content Creation: Over 100 pieces of optimised content were published, driving both organic traffic and engagement. Each content piece was designed to serve the target audience’s needs and optimise the website for search engine algorithms.
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Revenue Growth: The most significant outcome was the doubling of INPD’s revenue. The increased organic traffic, improved keyword rankings, and optimised conversions directly contributed to a higher number of course sign-ups and business growth. The combination of SEO strategies resulted in a clear ROI, with organic search becoming one of the main revenue-generating channels.
Conclusion
This three-year partnership with INPD is a prime example of how a comprehensive, multi-layered SEO strategy can drive meaningful growth for a business. By focusing on a balance of on-page optimisation, high-quality content, authoritative backlinks, and CRO, we were able to help INPD increase visibility, attract the right audience, and ultimately double their revenue.
If you’re interested in exploring how a similar SEO strategy could benefit your business, feel free to reach out. We’d be happy to discuss how we can help you achieve similar success.
Call: 0161 660 6263
New Business: hello@tonimarino.co.uk
