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Why SEO is Important for Skills Providers

The Golden Opportunity: SEO for Skills Providers

What is SEO?

Search Engine Optimisation is the process of affecting the visibility of a website or a web page in a search engine’s unpaid results—often referred to as “natural,” “organic,” or “earned” results. In simpler terms, it’s the process of making your website high quality for users, and also technically optimised, so that the amount of people who come to visit it grows. SEO is used by many companies because it has huge benefits for brand awareness, traffic levels and conversions.

SEO’s aim is to help your website be listed for as many relevant search terms as possible on search engines like Google, Bing, and Yahoo. Search terms are selected and then targeted, so it for example “apprenticeships in Liverpool” would be chosen to aim for local people that are directly interested in finding training.

Instant Access is The Key

If you’re a skills provider, then one of your core target audiences will be 16-18 year olds. People around this age have grown up with the technology of today; the Google search engine is an integral part of their life so it makes perfect sense that you put your brand right in front of them when people are directly trying to find it.

Also, if your target audience hear about your business through another channel but they don’t remember your name or web address, SEO can help them find you. The optimisation process increases your sites’ authority so that simply searching your brand name, or ‘apprenticeships’ and your location will help your company appear for that search term and become visible to your audience.

The Elusive 16 to 18 Cohort

For a variety of reasons, more16-18 year olds are staying on at school after GCSEs, even if it’s not their best option. This means there’s an ever-diminishing cohort for skills providers, and so every opportunity must be taken. SEO can be used to ensure your business is as visible and present as possible to this target audience group. It’s a particularly effective method for engaging with the elusive NEET cohort who as we know, need quick, immediate responses.

The Opportunity

Very few skills providers have well optimised, visible websites. Although skills providers face a lot of competition, this isn’t reflected when it comes to SEO which remains relatively unexploited as a method for reaching 16 to 18 year olds. So there’s a real opportunity for skills providers to seize. When compared to marketing channels like radio, TV and publications, search engines are much more relevant to the target audience group. Simply put, the return-on-investment for SEO in this sector tends to be very high when compared to other channels.

Ready to Buy

By the time users are searching online for Apprenticeships, they have already travelled a fair distance on their journey of discovery. They generally already know what Apprenticeships are and the benefits, and are usually almost ‘ready to buy’: they’re looking for a provider. This is a great point in that user’s journey for them to be engaged with, as they are closer to their ‘purchase’ or enquiry than they may be when they encounter more passive forms of advertising like TV, radio or press ads.


It’s crucial to keep up with where your target audience are, how they search for information, and where they might find you. 16-18 year olds spend a lot of time online, and they are used to having access to instant information through the use of their smartphone, tablet or computer. Search engine marketing is one of the best opportunities for skills providers looking to expand their reach, with high returns on investment.

To find out how SEO can help you reach your target market, contact us

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