How OpenClassRooms multiplied its non-brand traffic through a structured content strategy
of non-brand traffic
of qualified leads
of registration rate
OVERVIEW
ABOUT THE COMPANY
OpenClassrooms is an online education platform offering professional and certifying training in digital, management, and tech fields.
HEADQUARTERS
Paris, France
INDUSTRY
Education / Online Training
SERVICES PROVIDED
SEO Audit
Content Strategy
SEO On-page
Internal Linking
PROBLEM
OpenClassrooms had excellent brand awareness but wanted to improve its share of traffic from generic (non-brand) queries to increase registrations from new prospects. The platform also needed to better structure its training pages and blog to maximize conversions.
THE OBJECTIVES
Increase SEO traffic for "training + profession" queries.
Optimize the structure of program pages for SEO.
Increase organic leads and registration rate.
THE BOTANIK SOLUTION
We implemented a comprehensive SEO strategy with a strong editorial dimension.
1. PROGRAM PAGE STRUCTURING
Optimization of title tags and meta descriptions.
Creation of SEO-oriented semantic modules (FAQ, career opportunities, testimonials).
Addition of internal linking between similar or complementary training courses.
2. TARGETED CONTENT CREATION
Production of evergreen articles ("Why become a web developer?", etc.).
Semantic alignment with professional search intentions.
Implementation of semantic clusters around key verticals.
3. TECHNICAL AND UX OPTIMIZATION
Recommendations to improve mobile readability.
Monitoring crawl and indexing via Search Console.
A/B testing of calls-to-action on training pages.
THE RESULTS
In less than 5 months, the results were significant:
of non-brand traffic
of qualified leads
of registration rate
CONCLUSION
Thanks to a robust editorial strategy and in-depth work on the structure of key pages, OpenClassrooms was able to capture a wider audience, not dependent on its brand, while converting more potential students via SEO.
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