Case Study: Building Visibility for a Specialist Insurance Training Provider
In just six months, SEO work helped a UK training provider improve visibility for competitive insurance and CII courses, grow impressions and clicks, and start ranking more consistently for high-value course searches.
The Challenge
The business needed to:
Increase visits and engagement for online courses and training via organic search
Target both London-centric and UK-wide searches
Improve rankings for core courses like CII, IF1, MO5 and revision aids
Reduce keyword cannibalisation that was hurting performance
With only three hours a month to work with, the focus had to be sharp and strategic.
The Approach
I tackled the core issues holding their site back:
Fixed keyword cannibalisation across service and location pages
Optimised core course pages for transactional keywords
Updated page titles, meta descriptions, H1s, and internal links
Removed duplicate content and unnecessary pages
Created redirects from old to new pages for clean indexing
Scheduled weekly Google Business Profile posts to support courses and events
Optimised images, copy, and structured content for search
The Results (in six months)
Strong keyword growth across CII, IF1, and insurance training terms
Noticeable uplift in impressions and clicks immediately after optimisation began
Core service pages now appearing more consistently in search
Organic traffic became one of their strongest channels for course discovery
Engagement signals up: visitors staying longer and clicking through more
The Impact
By fixing cannibalisation, aligning course pages with real search intent, and strengthening on-page SEO, the business:
Attracted more relevant learners to their training content
Improved visibility for competitive industry keywords
Built a stronger foundation for ongoing SEO growth
Even in a competitive training market, the right SEO optimisations quickly turned into measurable gains.
Want your training or education business to show up where it counts?
Book a Milkshake Audit or explore my done-for-you retainers — and let’s get your courses ranking.
