Search Engine Optimisation

CASE STUDY

Search Engine Optimisation

BPO SKILLS ACADEMY

BPO Skills Academy is a leading education services provider accredited with various Sector Education and Training Authorities (SETAs). The organisation is dedicated to equipping individuals with career-focused skills through high-impact training programmes designed for private, public, and donor-funded sectors across South Africa.

+70%

Increase in website traffic

4x

growth in pageviews

12%

Increase in Click-Through Rate

OUR BRIEF & OBJECTIVES

BPO Skills Academy approached our agency to strengthen its online visibility and establish a stronger digital presence within the competitive education and training industry. The primary goal was to improve search engine rankings, increase organic traffic growth, and drive more qualified leads to the website.

The objectives included:

  • Enhancing keyword visibility across core services and course offerings.
  • Increasing organic sessions and impressions month-on-month.
  • Improving website engagement metrics such as session duration and bounce rate.
  • Supporting lead generation through improved organic traffic growth.

CHALLENGES

At the start of the campaign, BPO Skills Academy faced several challenges:
Low Organic Visibility

The BPO Skills Academy website had a limited presence on search engines, with minimal organic traffic compared to their competitors.
Poor Content Structure

Their existing web pages lacked keyword optimisation and relevant meta content, reducing their ability to rank effectively on search engines.
Seasonal Traffic Dips

The education sector experiences reduced activity in December and early January, affecting engagement metrics and conversions.
Technical SEO Issues

There were some major gaps in their on-page SEO as well as their site performance that hindered overall ranking potential.

Additionally, the suspension of the Google My Business listing temporarily impacted local SEO visibility and required prompt resolution to maintain local search presence.

OUR SOLUTION

Our SEO strategy was designed to build sustainable organic traffic growth and position BPO Skills Academy as a trusted leader in vocational training.
Comprehensive On-Page Optimisation

We did a full technical and content audit to refine every page of the BPO Skills Academy website. Metadata, headings, and internal linking were optimised to align with user intent and target keyword clusters. Each page was mapped to high-value search terms to strengthen relevance for informational, navigational, commercial, and transactional queries. These refinements improved crawl efficiency and ensured that search engines could better understand and rank the site’s core training offerings. The result was a stronger, search-friendly foundation that delivered measurable organic traffic growth and improved visibility across multiple keyword categories.
Strategic Content and Keyword Development

Our content plan was designed to strengthen authority and capture high-value traffic. We built keyword clusters around core training programmes and career development themes, expanding the Academy’s footprint for terms related to SETA-accredited courses and vocational skills. New landing pages and blog posts were created to serve both domestic and international audiences, addressing insights that showed growing interest from US-based visitors. Each piece of content was optimised for readability, relevance, and conversion. Over time, this sustained focus on content quality improved keyword rankings and established the Academy as a trusted  voice.
Technical Enhancements and User Experience Improvements

We addressed several technical issues that affected site speed, mobile usability, and crawl accessibility. Image compression, caching, and clean-up of redundant scripts improved load times, while structured data was implemented to enhance search appearance. Navigation was simplified to reduce friction and guide users efficiently through course information. These changes not only contributed to better rankings but also improved engagement metrics such as session duration and bounce rate. The site became faster, more intuitive, and more effective at converting visitors into leads.
Local SEO and Conversion Optimisation

To improve discoverability in local searches, we reinstated and optimised the Academy’s Google My Business profile, enriching listings with updated imagery, and course details. Local citations and consistent NAP (Name, Address, Phone) data were implemented to strengthen trust signals. On-site, conversion opportunities were enhanced through clear calls to action and improved lead capture forms. As a result, the profile gained higher visibility in mobile searches, driving quality leads directly from local search results. This combination of local SEO and conversion optimisation ensured that visibility improvements translated into tangible business outcomes.

RESULTS WE ACHIEVED
Improved Engagement

Engagement metrics showed major gains. Average session duration rose from 44 seconds to 2 minutes 24 seconds, while bounce rate dropped from 60% to 53%. This demonstrated that visitors were not only finding the site through search engines but were also staying longer.
Organic Traffic Growth

Between November 2021 and March 2022, total website traffic increased by over 70%. This was driven primarily by improvements in organic search visibility. Organic sessions became one of the top acquisition channels, performing on par with direct visit.
Click-through Rate (CTR)

The average click-through rate improved by approximately 12%, supported by optimised meta titles and descriptions. This translated into a noticeable increase in both total clicks and impressions, as recorded in January 2022 and March 2022.
Keyword Visibility

Keyword coverage expanded by roughly 45%, with several high-intent phrases moving into the top 10 search positions. Optimisation across the different type of search queries contributed to improved visibility for priority training and skills pages

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