This series of reports has been developed by Didia to provide a bird’s-eye view of the digital and online marketing performance of a portion of the Training Industry.
The goal of this industry report series is to display a benchmark for each business, highlighting their strengths and weaknesses based on their digital and marketing data.
The research used to generate the reports was narrowed down to 210 businesses which were built up from a various search results to give us a broader spectrum of businesses in the sector. These reports only scratch the surface of the industry and offers the opportunity for deeper research and insight. This additional research data can be delivered on request.
The data that has been gathered to form the report has come from a combination of various premium online research tools and good old fashioned manual research to give us a more rounded picture of all the elements. This data covers a wide selection of metrics from organic search, social media, website pages speed and even customer reviews.
Below you can see a screenshot taken from a portion of the master data sheet.
Due to high volume of data across the 210 businesses used in the development of this industry report, the output has been broken down into 6 tiers. Each tier is made up of 35 businesses to make the data more digestible for readers.
The tiers have been ordered based on the number of keywords that the website has on the first page of Google. This is often a strong indicator of the overall organic search performance as it takes a number of metrics into consideration to impact this.
The report tiers work in descending order with Tier 6 being the best performing websites and Tier 1 being the websites that have a smaller online presence.
In the tables below you will find a breakdown of all the businesses that have been included in the master research data. Each table has been split into the tiers and lists the businesses contained within that tier, making it easier to navigate to the report that you wish to download.
In the chart to the right you will find a scatter graph that displays an overview of the performance for each business in this report. Below is a key explaining the different components of the data.
Circle Size: Represents the number of keywords that the website has on the first page of Google. The principle is; the bigger the circle, the better the website will generally perform overall in organic search.
Vertical Axis: Represents the volume of pages that Google has indexed in its cache library for each website. The closer to the top, the more pages the website has.
Horizontal Axis: Represents the number of referring IP addresses that the website has pointing to it. IP addresses are the most unique metric in reviewing backlink profiles and is thus still one of the primary metrics considered in search rankings. The further to the right on this axis, the more keywords the website has in higher visibility.
The goal in this data visualisation is for a website to travel in a diagonal line from bottom left to top right. This indicates a strong overall search strategy – with a good mix of content and link building – resulting in an increased number of first page keywords.
The number of pages that a website has is typically a significant factor in driving traffic. Think of each page that is indexed by the search engines as a new window into the business, each with the potential to drive its own footfall.
It is always a good strategy to actively increase the size of a website with new, well written copy. Provided that the top level domain name has enough authority to carry the pages and that it is not spread too thinly.
On the page to the right you will find a bar chart that displays the number of pages that each website in this tier has indexed in Google’s cache library.
The purple segment of the stack indicates the number of pages that are blogs, news, articles or generally content.
Whereas the pink segment of the stack is the remaining pages that are found for the website.
Website with a higher portion of purple usually have a stronger “fresh content” development strategy and will more often produce new content for distribution online.
In recent years Google has worked incredibly hard to ensure that website speed is being reviewed by site owners. 2018 was the pivotal year in Google’s algorithms relating to site speed. This update led to many businesses losing significant volumes of rankings, traffic and enquiries.
In this segment of the report we have reviewed the Google speed scores of each website in the research.
To the right you will find a breakdown of the mobile and desktop scores, inline with Google’s score parameters.
“Keyword reach” or “website reach” are terms used to describe the number of keywords that a website can be found for in the top 100 positions, or the top 10 pages of the search engine results.
Although having a larger website reach is important, it is equality important to note how many keywords are in a “visible” position, which is most often associated with first page of the search results.
In the bar chart you will find a breakdown of the Tier 6 businesses keyword reach.
The purple segment of the stack indicates the number of keywords that hold a first page position.
The pink segment of the stack is the remaining keywords from pages 2 to 10 which are inherently less visible.
Keyword reach is very often a strong indicator of overall organic search performance as it a precursor to website traffic generation. Provided that it is relevant, more traffic tends to lead to more customer enquiries.
Having a large keyword reach is only effective if a high proportion of the keywords are visible. This slide shows the distribution of first page keywords to the keywords found from pages 2 – 10.
The purple segment of the pie charts indicate the percentage of keywords that each website has on page one of Google.
Using a calculation of keyword reach, positioning and volume, we are able to develop a snapshot of each website.
The formula is simple, if a keyword has higher volumes and the website position is more visible (position 1 compared to position 10 for example) the traffic will naturally have an increased click through rate.
Run this across all keywords and we see patterns from which we can make estimations on traffic volumes each receive.
In the graph to the right you will see the traffic breakdown for all businesses in this report.
This data takes a number of factors into account. Such as service and branded keywords, which can impact the volume of traffic generated. For example, if a website has a very strong social strategy and following, it may have more users searching for branded terms.
In this section of the report we have analysed Google Paid Search to establish which business in the sector are actively advertising as a part of their digital marketing and lead generation strategies.
In the bar chart to the right you will find a breakdown of all websites in this tier and the number of keywords that they are bidding on over the last 30 days.
This data is the number of keywords only and doesn’t show volumes. This visualization is designed to highlight who is advertising on a large enough scale for us to pick up their campaigns.
Although the marketplace has become increasingly more competitive over the last 10 years. Despite this paid search is still one of the most effective marketing channels that can be found online.
This channel allows a website to target users based on their intent to buy, which significantly increase the chance of acquiring a conversion.
In this section of the report we have reviewed the Google Display network to establish which websites in this tier are using, or have used display ads in their marketing strategies.
Were Paid Search is used to target people searching for specific phrases. The display network is much more passive in its approach, as it uses visual ads placed on websites that are relevant to either their customer or the business service.
Although this channel is not as targeted as it’s counterpart, it allows the advertiser to generate a significant reach with their ads, and is a brilliant tool in brand building and retargeting.
In the chart to the right you will find a breakdown of the data that we have gathered for the websites in this tier.
The purple segment of the chart indicates the number of website or publishers that the business is advertising on.
Whereas the pink demonstrates how many ads are running, or have ran across this network.
A substantial and healthy links profile is still considered to be one of the highest influencing factors in a strong organic search strategy. It is one of the most efficient way of displaying trust signals and authority to the search engines.
The number of unique referring domains / IP addresses is a key factor in assessing domain authority. Provided that the context, relevance and quality of each link is good, the number of links can be a good benchmark to assess the overall authority that a website has.
In the chart to the right you will see a breakdown of the websites in this tier: comparing the number of domains and referring IP addresses they have pointing to their domain name.
Something to watch is any large disparities between IPs and domains, as this can often indicate a spammy link profile. Each IP address is the most unique source and indicates a genuinely unique link.
In this segment of the industry report we have manually researched and collected data on the customer reviews for all websites in the core list.
In the three tables to the right you will find a full breakdown of the business, how many reviews they have and their current average star rating.
During our research into this industry, we collected data on associated employees that can be found online. While the size of a business isn’t necessarily in itself a factor that determines online success, it can often carry secondary benefits that can have a positive impact..
For example, the more employees a business has who are active online, the higher the possibility of them sharing and engaging with content produced by the business.
These signals can give a business an advantage in building brand presences which can have an impact on organic search authority.
In the graph to the right you will find a bar chart displaying the number of employees that we could find associated with each business.
This has been an interesting industry to research as it has offered a very varied mix of services, value propositions and routes to market.
The industry seems to be primarily split between businesses offering bespoke training services which can are conducted in-house for the client, and businesses offering a wide range of course material which can be purchased online for the client to use how they see fit.
We have seen several different approaches to sales and marketing with some several businesses working on every strong organic search and content strategies but others being more business development focused.
One of the most notable points from this research is that although the industry is primarily expertise driven (exchanging knowledge for revenue) there are only a small number of businesses that have developed their assets (supporting marketing and sales material).
This is by far one of the biggest gaps that we can seen for the businesses looking to improve their marketing and sales performance.