4x more page-one rankings and 5x more non-brand clicks
A 3-month SEO programme restructuring HRD Antwerp Education’s website, silo architecture, permanent course pages and technical clean-up, took its generic course keywords from page 3 to page 1 on Google.
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The brief
| Client | HRD Antwerp Education |
|---|---|
| Website | Course & diploma site (WordPress + LMS) |
| Markets | India + international (online courses) |
| Engagement | ~3 months (of a planned 6-month programme) |
| Goal | Rank for generic course searches, not just the brand name |
What happened
Non-brand keywords ranking in Google's top 10
Clicks from non-brand searches
New keywords the site now ranks for (199 already on page 1)
Average Google position for the whole site (clicks +41.7%, CTR 2.0% → 3.1%)
Screenshots from the live accounts
Real dashboards from this project. Client account details are hidden for privacy.
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Book a free call →Where we started
The site ranked well for its own name but barely showed up for the generic course searches that bring in new students. Content kept getting created without a topical structure search engines could trust.
Our approach
- A full technical and content audit against the site’s real course catalogue.
- A silo architecture: one permanent page per course, instead of a new URL for every batch or cohort.
- Technical clean-up: redirects, internal linking, duplicate-content fixes and crawl-budget improvements.
- On-page rewrites targeting the actual search terms students use, not just the course’s official name.
Takeaways
- Permanent, well-linked course pages compound in rankings over time — temporary batch pages never do.
- Most of the gain came from fixing structure, not writing more content.
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