--- title: "SEO consultant for training providers · Kévin Papot" url: https://kevinpapot.fr/en/seo-organisme-de-formation author: Kévin Papot, SEO and GEO consultant language: en updated: 2026-10-15 --- > SEO and GEO consultant for more than fifteen years. I only recommend what I've made work on my own websites, on Google and in AI answers. [Home](https://kevinpapot.fr/en/) / [Industries](https://kevinpapot.fr/en/metiers) / Professional training # SEO for training providers: get direct enquiries, without going through the catalogues. 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. [Book a call](#contact)[See my method](https://kevinpapot.fr/en/methode) 1. Rattle your competitors. 2. Overtake them. 3. Protect you from their attacks. **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 DartyEurofinsCegidEBPCNP AssurancesIngram Micro ## What is SEO for a training provider? 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 ## Where training providers get stuck. Symptom 1 ### Online catalogues hold the first page 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. Symptom 2 ### Course pages reduced to a title and a length 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. Symptom 3 ### Demand that depends on middlemen 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 ## What I see in thirty seconds on a training provider's website. The site below doesn't exist, but its flaws do: they're the five I spot most often. Hover over a number. Home | Training and consulting https://votre-organisme.exemple **YOUR ORGANISATION**About us · PDF catalogue · News · Contact Reveal your teams' potential Tailor-made, innovative training to support your staff's skills development. Download the catalogue **Management**2 days **Office software**1 day **Safety**3 days **Fig. 2.** Fictional site, reconstructed. Any resemblance to yours would be a good reason to call me. 1. *1***No topic or town in the page title**“Training and consulting” could mean any provider. “Management and safety training in Angoulême, in our training room or at your company” says what you teach and where. 2. *2***A catalogue as a file to download**Google reads this file poorly and almost never shows it. Each course it contains deserves its own page on the website. 3. *3***“Reveal your teams' potential”**This sentence contains no word a buyer types. Write down the fields you cover and the people you train. 4. *4***A meeting room from a stock photo library**Show your training room, your trainers, a practical workshop in progress. Buyers want to see where their staff will spend two days. 5. *5***A course title and a length, nothing else**The audience, the programme, the dates and the location are missing. That is exactly what buyers compare between two providers. What your customers type ## What a company looking for training types. 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. *1*“training” followed by the topic and a town : The buyer wants a session near their site, to avoid travel costs for their staff. The page must name the town, the venue, the next dates and the number of places. Without this information, they go back to the catalogue. *2*“training” followed by the topic and “in-house” : The company wants to train a group on its premises, using its own cases. This is often the most valuable enquiry. A separate page explains how you adapt the programme, where you travel to and how the quote is put together. *3*“training” followed by a job role or starting a new position : “New manager training” or “business administration assistant training”, for example. The person isn't looking for a topic, they want to be able to do a job. One page per situation brings together the useful courses and the order in which to take them. *4*“training programme” followed by the topic : The buyer compares content before asking for a price. If your programme is only in a downloadable file, they read the competitor's, displayed in plain text. The programme must be written on the page, day by day. *5*“funding training” followed by the topic : The employee or the business owner wants to know whether the course can be funded. I don't describe any scheme in your place. You state the current funding you accept and the person who helps put the application together. *6*Your organisation's name followed by “reviews” : Before committing a budget, several people check your reputation: the training manager, the line manager, sometimes the future trainee. They need to find your Google Business Profile, feedback from trainees and a page introducing the team. What works ## A training provider's five levers. Lever 1 ### A complete page per course 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. Lever 2 ### Pages by job role and by business need 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. Lever 3 ### Trainers, named and introduced 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. Lever 4 ### Funding and certification, explained simply 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. Lever 5 ### Proof the buyer can check 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 mistakes I often see on training providers' websites. Mistake 1 ### The programme only available as a downloadable file 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. Mistake 2 ### Deleting the page once the session has passed Each deletion wipes out what the page had gained on Google. A course page should stay online all year round. Only the dates change. Mistake 3 ### A catalogue sorted by your internal organisation 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. Mistake 4 ### The same introduction on every course page 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 ## What I put in place for a training provider. Four steps. I start with the courses that already bring in revenue, not with the whole catalogue. 1. **Sorting.** You tell me which courses to fill first. I look at what buyers type around each one. 2. **The course pages.** I rewrite the structure of the course pages and test it on your five main courses. 3. **The entry points.** I add the job role pages, the in-house training page and the trainer pages. 4. **Tracking.** Every month, I count quote requests and sign-ups, course by course. One-minute test ## Is SEO right for you? Five frank questions to find out whether support makes sense in your situation. Sometimes the answer is no, and I'll tell you. Close to home ## Professional training in Charente. 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. ### Angoulême: sessions within driving distance 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. ### Cognac: the industry's trades 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. ### Industrial sites: training on site 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. The rooftops of Angoulême. [Photo: JLPC, CC BY-SA 3.0, via Wikimedia Commons](https://commons.wikimedia.org/wiki/File:Angoul%C3%AAme_16_Vue_toits%26Charente_depuis_bd_Pasteur_2014.jpg) The historic centre of Cognac. [Photo: Jacques DASSIÉ, CC BY-SA 4.0, via Wikimedia Commons](https://commons.wikimedia.org/wiki/File:Cognac_Centre_historique.jpg) [SEO consultant in Charente](https://kevinpapot.fr/consultant-seo-charente)[Angoulême](https://kevinpapot.fr/consultant-seo-angouleme)[Cognac](https://kevinpapot.fr/consultant-seo-cognac) Beyond Google ## What AI changes for a training provider. 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. [Find out more about GEO](https://kevinpapot.fr/en/consultant-geo) Question asked to an AII need to train eight team leaders in running meetings, at our factory near Angoulême. Which providers should I contact? Answer Three options for this in-house training: 1. **Our client**— training provider in Charente: running meetings for team leaders, two days on your premises, detailed programme on the website, named trainer with an industry background, quote via a direct contact. 2. — online catalogue, open sessions in several major cities, individual sign-up. 3. — national provider, summarised programme, training location not specified. Provider's websiteGoogle Business ProfileTraining catalogue **Fig. 3.** Reconstruction, names hidden. This is the spot we aim for: on the list, with the most precise description. Three typical cases ## Three training providers, three situations. 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. ### An independent trainer He runs four courses and finds his clients through referrals. 1. Write a complete page for each of the four courses. 2. Create his trainer page with his background and sectors. 3. Open a Google Business Profile and collect a review at the end of each session. ### A provider with ten trainers Its catalogue has sixty course pages and most of them get no visits. 1. Merge the pages that repeat each other and keep one page per real course. 2. Create five job role pages that link to the right course pages. 3. Show the programme in plain text on each page, as well as the file. ### A provider that wants more in-house training Its open sessions fill up, but group enquiries remain rare. 1. Create an in-house training page per field, explaining how the programme is adapted. 2. Describe two example programmes built for a company, without naming it. 3. Put the name and number of the person who draws up quotes at the top of these pages. In practice ## What you get. - A course page structure ready to roll out across the whole catalogue - Pages by job role and by business need, linked to the courses - A page for each trainer you want to showcase - A funding and certification page, written with you and approved by you - A monthly report of quote requests and sign-ups, by course Pricing ## How much does an SEO consultant cost? The fee depends on four things. I give you a precise amount after a free first thirty-minute conversation. - The size of the site: ten pages or ten thousand - The competition on your queries - What you can do in-house, and what needs producing for you - The pace you want [Request a quote](#contact) Who you're talking to ## Your SEO consultant: a business owner, not just an SEO. 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. [Read my story](https://kevinpapot.fr/en/kevin)[See my method](https://kevinpapot.fr/en/methode) FAQ ## SEO and professional training: your questions. Can we rank above the online catalogues? 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. Should we leave the catalogues we're listed in? 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. Searches are few. Is it worth the cost? 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. Should we show our prices? 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. What can you write about funding? 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. Who writes the course pages? 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. We have two hundred course pages. Do we need to redo them all? 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. How should we handle session dates on the website? 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. How long before a course page brings in enquiries? 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. Do you know the training business? 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. --- Source: https://kevinpapot.fr/en/seo-organisme-de-formation · Kévin Papot, SEO and GEO consultant, Charente (France).