Technical SEO fixes and AI-search optimisation restored TAFE NSW’s visibility, boosting traffic and course engagement.
SEO
TAFE NSW is a leading vocational education and training provider in Australia. It offers a wide range of accredited courses, including fee-free options, short courses, and pathways into higher education.
TAFE plays a crucial role in workforce development, supporting industries such as healthcare, finance, digital technologies, and trades by equipping students with practical skills and qualifications.
We were engaged to drive results via organic search, centred around a technical SEO strategy to drive rankings and clicks.
The Challenge.
TAFE’s website and digital presence have faced several challenges:
Traffic & Enrolment Decline
Migration Issues
Keyword Cannibalisation
Our investigation uncovered that the root cause of these challenges were technical issues with the website, together with Google’s shift to AI Overviews, which was contributing to a decline in upper funnel traffic.
The Integrated Solution.
The proposed SEO strategy focused on fixing technical SEO, optimising for AI-driven search results, and resolving keyword cannibalisation:
Fix Technical Debt: Continue improving crawlability and indexability, by auditing and fixing robots.txt and meta robots' settings.
Add structured data: implement schema markup and pre-rendering for JavaScript-heavy pages.
Fixing migrations issues: redirecting pages that used to perform into the new website structure, improving internal linking structure to key performance pages.
Improving hygiene factors: broken pages, internal redirects, internal redirect chains and canonical issues.
The Results.
Results show a rebound in branded traffic, improved non-branded clicks, and stronger technical performance.
+70% indexed pages
Non-branded clicks +30% YoY
+26% course page sessions
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