Firstly, we conducted a thorough keyword analysis for the 70 identified pages requiring optimisation. Using third party tools such as Google AdWords Keyword Planner, Keywords Everywhere and Authoritas, we were able to establish a set of short keywords and long-tail keywords relevant to each webpage. We selected keywords on the basis that they were relevant to the service provided and they answered the user’s search query and intent to the highest level. Our keyword analysis allowed us to identify primary keywords and secondary keywords to provide greater contextual information for users and search engines.
More importantly, throughout our research we wanted to ensure keywords were unique to each page to prevent cannibalisation – this occurs when two or more products or services are targeting the same or very similar keywords – to ensure webpages are able to achieve optimum search visibility. To prevent cannibalisation from occurring, we also established whether course pages were already ranking for relevant keyword phrase(s); this also ensured we were preserving existing effective search engine optimisation efforts.
After conducting a thorough keyword analysis and identifying relevant keywords for each webpage, we were able to begin content writing. We created a template, which was signed off by E-Careers, so we were able to follow a structure with each webpage to maintain consistency.
Prior to content writing, and using our keyword analysis, we identified what type of content the target audience would be looking for. This included understanding questions which search users would be asking if they were interested in a particular course, and how our content would reflect this. For example, students interested in Accounting courses would be interested in a description of the course, who is suitable for the course, the benefits of studying with E-Careers, what the course entails in terms of modules, exams and assessments, and the entry requirements.
Using our research and resources provided by E-Careers, we were able to create detailed pieces of content that are optimised for keyword phrases and keyword variations, as well as provide relevant contextual information about each course. Our main aim when writing content was to ensure all potential questions related to a course were answered, guaranteeing the search user would land on the site and find everything they needed, thus deterring them from exiting the site.