Taking logistics to the next level.

Transforming SEO for Growth in the Supply Chain and Procurement Sector

Project Highlights

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The Brief

Skill Dynamics, a global leader in online training for supply chain and procurement professionals, sought our expertise to overhaul their SEO strategy. With a rapidly growing industry and increasing competition, they aimed to significantly boost their organic visibility, drive high-quality traffic, and generate more conversions from decision-makers in medium-to-large enterprises across the UK and the US.

In more detail, their objectives for H1 2024:

  • Grow keyword visibility by 50%
  • Increase organic traffic by 30%.
  • Boost conversion rate

Skill Dynamics sought to overhaul its SEO strategy to drive meaningful results.

The Solution

Our strategy to overcome these challenges was multifaceted:

  • Technical SEO: A thorough site audit revealed key issues like slow site speed, mobile optimisation problems, and missing hreflang tags for regional targeting. Fixing these issues significantly improved user experience and supported the conversion rate objective.
  • On-page optimisation: We optimised key service pages focused on “Procurement” and “Supply Chain” training, driving major improvements in traffic.
  • Content development: We developed industry-specific articles and enhanced existing content to capture untapped keyword opportunities. 
  • Link-building campaign: We executed a high-quality link-building campaign, securing backlinks from reputable industry sources. This improved Skill Dynamics’ domain authority, search rankings, and traffic.

The Challenge

Skill Dynamics faced several challenges, including:

  • Regional targeting complexity: A lack of hreflang tags and location-specific URLs made it difficult to optimise for both the UK and US markets. We implemented technical fixes and a broad keyword strategy to enhance visibility in both regions.
  • Content misalignment: Our audit revealed that much of Skill Dynamics’ content was misaligned with their core services. We streamlined over 100 pages to better align with relevant keywords, which significantly improved rankings and conversions.

The Results

By the end of H1 2024, we exceeded every objective:

  • Organic traffic increased by 12%.
  • Keyword visibility grew 78%. 
  • The conversion rate leapt from 1.56% in 2023 to 3.36% in H1 2024, driving a 163% increase in conversions.

This campaign exceeded every key objective, delivering exceptional results on a limited budget. With an ROI of 219:1, Skill Dynamics leads the industry in SEO performance, driving visibility and conversions. 

Addressing technical SEO, on-page optimisation, and targeted content development, we transformed their online presence and positioned them for continued success.

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