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An HR manager looking for a training course first comes across online catalogues, directories and marketplaces. These sites list a large number of sessions and hold the first page, I'll be frank with you. In your field, searches are few. On the other hand, a single enquiry can fill a session or open up a training plan over several years. I work on your website so that the buyer comparing you finds what the catalogue doesn't show: the full programme, the trainer, the practical arrangements and a person to call.
15 years in SEO
4 books on SEO and GEO
200+ sites tracked every day
1M / month visits to my e-commerce site
They trusted me with their visibility
Darty
Eurofins
Cegid
EBP
CNP Assurances
Ingram MicroSeven results, only one provider who runs the training
An HR manager is looking for management training near Angoulême. The first six lines are catalogues, directories and a marketplace. Your organisation, which has the room and the trainer, is in seventh place. Move it up.
Fig. 1. Seven results for management training. Six point to a list. (The catalogue showed your session between two competitors. Your own page talks only about you.)
What this means for you. I put on your pages what a catalogue sums up in ten lines: the full programme, the trainer, the location and the dates.
SEO for a training provider is the work that makes your courses visible on Google when a company or an employee wants training in your field. It relies on a complete page per course, pages by job role and by business need, and trainers introduced by name. It is measured by the number of quote requests and sign-ups received without a middleman, not by the number of visits.
The problem
On “training” followed by a topic, the top results are catalogues, directories and marketplaces. They show your session among those of your competitors. You won't get ahead of them on these general searches. You can, however, be present on precise searches, where the buyer already knows what they want.
Many websites show a course title, a number of days and a button to download the programme. Google reads almost nothing on the page. The buyer, for their part, doesn't know who the course is for, who runs it or how it works.
When all your sign-ups come from a catalogue or a referrer, you don't know your future trainees before the first day. The day the middleman changes its rules or its prices, your schedule empties. A website that receives its own enquiries reduces that dependence.
An audit, for real
The site below doesn't exist, but its flaws do: they're the five I spot most often. Hover over a number.
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Tailor-made, innovative training to support your staff's skills development.
Download the catalogueFig. 2. Fictional site, reconstructed. Any resemblance to yours would be a good reason to call me.
What your customers type
Here are six plausible searches for a provider that trains employees. They are examples. The real list comes out of the audit, with the volumes in your field, which are often low.
What works
Each course has its page: the target audience, prerequisites, objectives, detailed programme, length, arrangements, dates and price or how to get one. That's the foundation. An online catalogue sums up your course in ten lines. Your page can say everything.
A training manager thinks in terms of positions and problems to solve. I create pages that start from there: training a sales team, supporting someone in a new role, preparing for a certification. They link to the relevant courses.
A company is also buying the person who will be in the room. Each trainer has a page with their background, their years in the field and the courses they run. Google and AI use it to understand who stands behind the content of your website.
Buyers want to know whether the course can be funded and whether you hold the certification required to access that funding. A clear page answers both questions and gives a contact. You approve every line, because these subjects are regulated and change often.
Trainee reviews, the sectors of the companies trained and examples of tailor-made programmes reassure the person who signs. I help you collect them at the end of each session and place them on the pages where they are useful.
What costs dearly
The file is handy for sending with a quote. On the website, it deprives the page of its text. Google ranks an empty page poorly, and a buyer in a hurry downloads nothing.
Each deletion wipes out what the page had gained on Google. A course page should stay online all year round. Only the dates change.
Sections like “Unit 1” or “Cross-functional offer” match no search. I sort the courses by topic, job role and level, using the words buyers type.
When thirty course pages start with the same paragraph about your teaching approach, Google sees them as one repeated page. Each page must start with what is specific to it.
The method
Four steps. I start with the courses that already bring in revenue, not with the whole catalogue.
One-minute test
Five frank questions to find out whether support makes sense in your situation. Sometimes the answer is no, and I'll tell you.
What it brings in
A ranking doesn't pay a salary. What counts is what it brings: enquiries, customers, revenue. Move your page up and see what it could bring in.
Example assumptions, open to challenge: 300 searches a month for corporate training in your field, 3% of visitors make an enquiry, one enquiry in three is signed (this varies a lot from one trade to another), €4,000 per client. Click-through rates by position are orders of magnitude, and they have been shifting since Google started showing AI answers above the results. Redo the calculation with your figures
Possible revenue€0
Close to home
In Charente, a training provider can address three audiences: businesses in the Angoulême urban area, the houses and suppliers of the cognac industry, and the tradespeople and shops in small towns such as Jarnac, Barbezieux, Ruffec or Confolens. Each searches with the name of their town and the words of their trade. I live between Cognac and Paris, I know the département, and I build your pages for these three audiences.
A business in the urban area may prefer a venue where it can send its staff without a night in a hotel. A page that names Angoulême, the venue's address and the upcoming dates meets this need. Add access and parking, which people check before signing someone up.
Around Cognac, the industry brings together vine-growing, négoce, packaging and export trades. If you already train teams from this industry, say so on a separate page, using their vocabulary and your example programmes.
A workshop can't always release ten people for three days off site. In that case, the company looks for a provider that comes to them. Your in-house training page must name the areas where you work and the scheduling constraints you accept.
Beyond Google
Training managers now put their whole need to an AI such as ChatGPT, Gemini, Claude or Mistral. For example: “I need to train eight team leaders in running meetings, at our factory near Angoulême, over two days. Which providers can do it?”. The AI describes the types of offer, then sometimes names a few providers.
It takes these names from what it has been able to read on your website, your Google Business Profile, the catalogues you appear in and the local business press. A provider whose pages give the programme, the length, the location and the trainer's name gives it what it needs to answer. A page announcing “tailor-made training to develop your talent” teaches it nothing.
Question asked to an AII need to train eight team leaders in running meetings, at our factory near Angoulême. Which providers should I contact?
Three options for this in-house training:
Fig. 3. Reconstruction, names hidden. This is the spot we aim for: on the list, with the most precise description.
Three typical cases
These three providers are made up. They show how the work changes depending on size and offering. Yours will have its own plan, drawn up after the audit.
He runs four courses and finds his clients through referrals.
Its catalogue has sixty course pages and most of them get no visits.
Its open sessions fill up, but group enquiries remain rare.
In practice
Pricing
The fee depends on four things. I give you a precise amount after a free first thirty-minute conversation.
Fancy a game?
Quote platforms, directories, comparison sites: they swim between you and your customers. Take the coin and slide it into the machine.
INSERT COINSLIDE THE COIN INTO THE SLOT
Fig. 4. Sixteen seconds. No sharks were harmed, only their commission.
Together, let's devour your competitors.
One by one, and in order. Every spot gained makes the next one easier to take: that's why it keeps growing. See the method
Who you're talking to
My name is Kévin Papot. More than fifteen years in the job, four co-written books, and the Newp agency, co-founded in Charente. I also run my own online shops, in France and internationally: one of them went from zero to a million visits a month.
Before we talk tags, we talk margin, average basket and profitability. When you book a call, I'm the one who picks up.
FAQ
On general searches, no, and I won't pretend otherwise. On searches that specify a job role, a town, an in-house format or a level, your page can appear alongside them. These are the searches of buyers who have already decided.
No. They bring you sign-ups and they serve as sources for AI. I check that your listings there are accurate and match your website. The aim is to add direct enquiries, not to close a channel that works.
Do the maths with your own figures. If an in-house course brings you several thousand euros and leads to other orders, a few enquiries a month are enough to make the work pay. If your courses are low-priced with no follow-up, I'll tell you that too.
For open sessions, a displayed price avoids a lot of back and forth. For in-house training, you can explain what makes the quote vary: the number of participants, adapting the programme, travel. The decision is yours.
Nothing without you. Current funding schemes and the certification required to access them are regulated subjects. You give me the exact information, I put it into shape, and you proofread before publication. I don't invent any funding conditions.
The content comes from your trainers: objectives, programme, audience. I provide the structure and the questions to cover. The Newp team can put the text into shape. The trainer proofreads, because they are the one who will have to deliver what is written.
No. I start with the courses you want to fill and those that already get visits. Once the structure is approved on a few pages, your team can apply it to the others at its own pace.
The course page stays online and the dates are updated on it. When no session is planned, the page offers to send the next dates or to request an in-house session. That way it keeps working.
A rewritten page can climb within a few weeks if the website is already well established. For a recent website, count on several months instead. I don't promise a timeframe. Every month I show you the enquiries received and the page they came from.
I know SEO, which I have been doing for fifteen years, and I have worked on more than 200 websites. Your teaching and your content are what you know. My job is to find what buyers type and organise your pages to answer it.
See also
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