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Construction & Engineering

Improved 25 high-value keywords for a welding training provider

Established in 2006, our client is the Midlands’ largest and most established construction and welding training centre, offering intensive courses to aspiring professionals. They partnered with us to execute a national SEO campaign aimed at increasing course admissions. Our strategy focused on improving keyword visibility, enhancing user experience, and resolving technical website issues to boost traffic and drive sign-ups.

Our national SEO campaign led to a significant increase in course admissions and established the training academy as a go-to destination for construction and welding training

Welding College

Commercial highlights

+23%

Page views

Organic page views increased by 23% as improved keyword rankings and technical SEO fixes helped more prospective students discover the college online. Increased visibility across construction and welding-related searches drove more qualified traffic to key course pages.

25

keywords improved

We improved the rankings of 25 high-value keywords, helping the college gain greater visibility for training courses across the UK. These ranking improvements increased organic exposure and connected the business with more prospective learners actively searching for accredited qualifications.

+58%

Avg session duration

Average session duration increased by 58%, demonstrating stronger engagement from prospective students. Improved site navigation, clearer course information, and enhanced user experience encouraged visitors to spend more time exploring training options.

60+

Positions

The campaign delivered 60+ ranking position improvements across Google’s search results, moving key course-related keywords closer to page one. These gains strengthened the college’s online visibility, increased qualified traffic, and supported higher levels of course enquiries.

Project objectives

1

  • Improve keyword positioning
We updated the website content to focus on targeted keywords and search terms, ensuring the site ranked higher in relevant search results. Additionally, we improved the website’s overall usability to create a seamless experience for users.

2

  • Increase Conversion Rates
Through carefully crafted content and strategic SEO efforts, we drove more traffic to the website. By optimising the content with persuasive calls to action, we successfully encouraged more users to sign up for courses.

3

  • Develop a keyword sitemap
Using comprehensive keyword research, we created a new sitemap that reflected user search behaviours. This included updated metadata and URL structures to better align with search engine algorithms and improve rankings.

4

  • Conduct technical audits
To ensure the site performed optimally, we carried out detailed technical audits. These audits helped us identify and resolve issues that were negatively impacting search engine rankings, providing a solid foundation for long-term SEO success.

The results

13

keywords in position 1

The campaign secured 13 high-value keywords in Google’s number one position, significantly increasing organic visibility for commercially important search terms. These top rankings drove more qualified traffic and strengthened the brand’s authority within its market.

-20%

Conversion rate

Despite wider market challenges, the website maintained strong organic visibility while conversion rate decreased by 20%. This insight helped identify opportunities for further CRO improvements, ensuring future SEO traffic could be converted more effectively.

25

Average order value

Average order value increased by 25%, with customers spending more per transaction. Improved product visibility, targeted landing pages, and enhanced user journeys encouraged higher-value purchases and increased overall revenue.

+10%

Voted product

Sales of the featured product increased by 10% following improvements in organic visibility and targeted SEO activity. Higher rankings for relevant search terms attracted more qualified visitors and generated increased demand for the product.

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Paid Media Marketer
Luigi

With a touch of Italian flair and a sharp eye for detail, Luigi is the mastermind behind our PPC campaigns, ensuring every click counts. When he’s not fine-tuning ads, you’ll find him scaling rock faces or out on the water with his boat licence in hand—because whether it’s climbing to new heights or navigating uncharted waters, Luigi loves a good challenge.

Web Developer
Louis

Louis is the wizard behind hundreds of websites, effortlessly bringing digital ideas to life with his incredible efficiency and talent. Don’t let his age fool you—he’s a powerhouse of innovation and success, proving that age is just a number when you’re this skilled. A proud Nichiren Daishonin Buddhist, he’s been chanting since age 8. When he’s not building websites, you’ll find him gaming, watching EastEnders, or supporting Liverpool FC. Kitchen skills? Still a work in progress, but he’s getting there!

SEO Executive
Johanna

Johanna, our SEO Executive, has South American roots and has travelled to most continents, bringing a wealth of diverse experiences to her work. She’s also a keen camper van enthusiast—having renovated one and lived in it for a long time, embracing the freedom of life on the road. With her global perspective and SEO expertise, Johanna combines creativity and data to deliver impressive results. Whether optimising search rankings or sharing her travel stories, she adds an adventurous spark to the team.

Head of Design
Iwona

Iwona, a proud Polish native, has lived in both the US and the UK, with each country adding a unique twist to her passion for design. As Sierra’s branding mastermind, she brings big ideas to life, creating stunning visuals and unforgettable brand identities for clients. A true artist, Iwona’s just as at home tickling the ivories on a piano as she is with a hand-lettering pen. When she’s not designing, she’s preparing for her first boxing match—talk about a knockout combo! And when the gloves are off, you’ll find her watching the NBA, hoping for a dunk so epic it makes her spill her tea. 

Finance Manager
Martin

Martin ensures our finances are sharper than his cricket batting average, leveraging years of expertise in financial planning and budgeting. With a proven track record of managing complex accounts, he’s the backbone of Sierra’s fiscal health. When he’s not mastering numbers, he’s juggling cricket matches, badminton tournaments, and basketball games with his sports team—proving he’s just as competitive off the spreadsheets. (We suspect he’s eyeing a trophy shelf expansion.)

Senior SEO Executive
Alice

Alice is the queen of details. With an almost supernatural ability to spot even the tiniest gaps in data, she’s the one who ensures everything runs like clockwork at Sierra. She thrives in the world of numbers, analytics, and operations, where she can make sense of the chaos and turn it into pure magic. When she’s not optimising search rankings, she’s in the kitchen baking (and, let’s be honest, sometimes just cooking for the fun of it). Oh, and she’s a bit of a gamer, too—whether she’s getting lost in Sims 4 or collecting coins in Mario, Alice knows how to balance work, creativity, and a bit of gaming nostalgia.

Founder & Managing Director
Jade

Back in 2017, Jade turned her first-class Business Studies degree, a killer sales record, and a big dream into Sierra Six —a thriving business that’s been making waves ever since. Known for her energy and enthusiasm, she’s appeared in countless press releases, hosted workshops for top universities, and is a proud mentor for Bloom – Women in Digital magazine, encouraging women to claim their spot at the top. When she’s not conquering the business world, Jade’s whipping up experimental dishes, or plotting her next adventure – because why just conquer business when you can conquer the world too?