If you work in higher education marketing and your job requires any of the following: new student recruitment current student interactions graduate student communications …
Centriq has been a trusted tech training and solutions partner for more than 30 years. They’ve helped thousands of people start new IT careers with their accelerated, hands-on training. As technology evolves, they also help organizations of all sizes stay competitive through industry-leading IT training and upskilling for teams, delivered by industry experts. Currently they offer custom AI solutions, high-impact corporate IT training, a professional video studio, and meeting spaces built for collaboration and content creation.
68%
Increase in Organic Entries
140%
Increase in Form Completions
169%
Organic Increase in Clicks Increase
Centriq Training partnered with emfluence to help them grow organic search visibility and organic search performance for centriq.com. Centriq Training had rolled out a new IT career program, and they were specifically interested in leveraging SEO to grow the number of new leads for the new program. However, due to external circumstances, the Centriq Training team needed to increase organic search traffic without updating content within the main structure of their website.
Given the external restrictions on making updates to user-facing copy on the main structure of Centriq Training’s website, emfluence decided the best approach to growing organic search traffic for the new IT career program would be to create completely new pages for Centriq Training’s Kansas City and St. Louis locations. These new pages, in conjunction with “behind the scenes” SEO updates like business listings optimizations, JSON-LD schema, 301 redirects, and metadata updates, would facilitate the type of organic search growth Centriq Training was hoping to achieve for their new IT career program without interfering with the existing copy on their website.
The decision to create completely new location pages for Kansas City and St. Louis allowed emfluence to better highlight and locally target Centriq’s new offering. These pages gave search engines additional context about Centriq’s offerings and the locations where those offerings were relevant—that helped give the site more visibility to relevant people searching in the target regions.
While new to the site, the new IT career program pages matched the overall look and feel of Centriq Training’s website. Leaning heavily on a prominent call to action at a space above the fold and case studies featuring other students who had completed training and testimonials as well as key information about prospective employers for people who complete the program.
The best way to see if the changes made an impact on overall new leads for the IT careers program was to look at organic traffic to service pages, goal completions (form fills), and the unbranded keyword performance for the service pages.
Based on these metrics, the updates resulted in:
The site continues to gradually grow from all of these updates. The last two months (Nov and Dec) saw the most organic new IT career program contact form completions in the site’s tracked history and every month in 2019 saw an increase in organic traffic compared to its 2018 counterpart.
The new location pages they added provided a substantial and ongoing increase in not just traffic but also conversions. The most recent three-month period (Nov-Jan) was the largest three-month period (Nov-Jan) was the largest three-month lead gen period in the site’s history!
Ted Parker
Centriq Training