Overview
- Role
- Organic search strategy, content planning and production, and measurement against online sales.
- Problem
- The provider needed more online sales without paid search, paid social or email, while keeping occasional employer and B2B orders outside the comparison.
- What I did
- I targeted underserved commercial terms and pre-purchase questions, then compared organic search and online course orders with the same months of 2025.
- Result
- Against the same quarter of 2025, online course orders reached 2.4x, UK organic clicks 4.6x and impressions 7.8x. Search was the only reported acquisition channel in the measured online-course path, but the evidence is observational rather than a controlled result.
Outcomes
- 4.6x UK organic clicks July–September 2026 vs the same quarter of 2025 Google Search Console, United Kingdom
- 7.8x UK search impressions July–September 2026 vs the same quarter of 2025 Google Search Console, United Kingdom
- 18.0 to 7.6 Average UK search position July–September 2025 to the same quarter of 2026 Google Search Console; lower is better
- 100% Measured online course sales from organic search Direct employer and B2B orders are excluded
- 2.4x Online course orders, July–September vs 2025 July–September 2026 vs the same quarter of 2025 Stripe payments; 2.9x counting seats in bulk orders
Scope
Search and content strategy
I targeted specific commercial searches and the compliance questions customers ask before buying.
- Underserved search terms
- Pre-purchase questions
- Clear compliance content
- Search-led page priorities
- Ongoing iteration
Measurement and attribution
I compared organic search and online course orders with the same months of 2025, excluding employer and B2B orders.
- Year-on-year search comparison
- Monthly online course orders
- Average ranking position
- Direct employer and B2B exclusions
The diagnosis set the work. The result set the next decision.
- Find demand. I prioritised specific commercial searches that competitors had overlooked.
- Answer questions. I published clear answers to the compliance questions customers ask before buying.
- Compare search and sales. I compared organic search and online course orders with the same months of the year before, and excluded employer and B2B orders.
- Choose the next topic. I used changes in visibility, ranking and sales to set the next content priority.
Evidence
UK organic search against the same period of 2025
In July–September 2026 UK organic clicks were 4.6x and impressions 7.8x the same quarter of 2025, and the average position moved from 18.0 to 7.6.
| Period | Clicks | Impressions | Average position |
|---|---|---|---|
| July | 4.7x | 6.6x | 19.0 to 8.9 |
| August | 4.7x | 8.3x | 23.2 to 7.8 |
| September | 4.5x | 8.0x | 13.1 to 6.7 |
| July–September | 4.6x | 7.8x | 18.0 to 7.6 |
Google Search Console, United Kingdom, each period against the same days of 2025, pulled 18 October 2026. Search Console keeps 16 months of data, so months before mid-June 2025 cannot be compared; October is left out because the month was not over when the data was pulled. Lower positions are better.
Online course orders against the same month of 2025
Online course orders ran below 2025 from February to April. From May to September they ran ahead every month, and July–September 2026 was 2.4x the same quarter of 2025.
| Month | 2026 vs 2025 | Phase |
|---|---|---|
| February | 0.5x | Before the engagement |
| March | 0.8x | Before the engagement |
| April | 0.5x | Engagement began |
| May | 1.7x | Engagement |
| June | 2.6x | SEO campaign began 17 June |
| July | 1.5x | SEO campaign |
| August | 4.7x | SEO campaign |
| September | 2.8x | SEO campaign |
Each month's online course orders as a multiple of the same month of 2025. Stripe payments through 15 October 2026, LearnWorlds store orders only; invoiced employer and B2B orders are excluded. January is left out because the store opened on 30 January 2025, and October because it was incomplete at the 15 October export. August and September 2025 were quiet months, so their multiples run high. Counting seats in bulk orders instead of orders, July–September was 2.9x.
Related reading
- How to rank in Google's AI Overviews (what actually works)
- AEO vs SEO: what answer engine optimisation actually changes
Next
Common questions
What results did the SEO engagement report?
Against July–September 2025, UK organic clicks were 4.6x and impressions 7.8x in July–September 2026, and the average position moved from 18.0 to 7.6. Online course orders ran below 2025 from February to April; from May to September they ran ahead every month, reaching 2.4x for the quarter. The engagement began in April and the SEO campaign on 17 June.
How is the sales impact attributed to search?
The provider reports no paid search, paid social or email in the online-course path, and I excluded direct employer and B2B orders. Search visibility and sales moved together in the same period, but the reporting is observational and does not establish causation.
What was the content strategy?
I targeted specific commercial searches and the compliance questions customers ask before buying, rather than crowded category terms. Changes in visibility, ranking and sales determined the next topic.
Contact
Need organic search to carry more of the sales target?
Send the offer, current search data, sales baseline and other active channels. I will tell you what can be measured and where I would start.