Case Study

AAPathways Case Study



Overall goal conversions


Increase in users
AA Pathways SEO Company Melbourne
Australian Apprenticeships Pathways (AAPathways)
Services Provided:
SEO Consulting,


SEO Melbourne provided customised SEO consulting services to optimise AAPathways’ site for search engine friendliness. At the end of our campaign, 20 out of 21 targeted keywords ranked on the first page of Google results. These rankings are accurate as of April 29th and may not reflect current rankings as Google’s results are fluid. Nonetheless, close to half of Campaign keywords have consistently performed well, ranking within the top 5 search results.

Below are a few examples of top-ranking keywords we have helped AAPathways achieve:

#1 for ‘job hunters’

#1 for ‘adult apprenticeships’

#2 for ‘pre apprenticeship’

#3 for ‘career pathways’


AAPathways saw a 79% increase in users and 72% in page views between the implementation of our strategy in December 2018 to the end of our campaign in March 2019. Leveraging in-depth keyword research into AAPathways’ metadata, we helped drive organic search traffic to the website. Our strategy created multiple entry points for search engines to crawl the site’s pages, which ultimately resulted in an 88% increase in organic traffic.

AApathways case study - SEO page views - SEO Melbourne
AApathways case study - acquisition SEO - SEO Melbourne

Furthermore, monthly organic traffic has experienced year-on-year growth in the duration of our campaign. For example, organic search traffic in January 2019 is more than double that of the previous year (12,603 users compared to 5,968 users).

AApathways case study - Acquisition SEO case - SEO Melbourne


During our 4 month SEO campaign, we increased overall goal conversions by 73%. SEO Melbourne worked on AAPathways’ metadata strategy, creating a technical implementation document outlining changes to their site that would help grow their organic conversions.

AApathways case study - Goal completions - SEO Melbourne

Comparing conversion data from the start and end of our campaign, we can see that visits to many of their main campaign pages (i.e. Job Hunters, Practice Aptitude Quizzes) have increased substantially. Enquiries submitted through their Contact Us form also almost doubled during that time period.


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