As a consequence of the health crisis, the demand for distance training was extremely strong during the year 2020. To respond to it, training organizations (or OF) needed to adapt very quickly and to offer 100% offers. in line. This rapid digital transformation has not been without consequences for the vocational training market. But some organizations have come out of the game and have succeeded in establishing their online presence in a very competitive environment.
This unprecedented situation prompted us to ask ourselves the following question: “Which training organizations have best succeeded in this challenge?” We therefore carried out a sector study aimed at analyzing the SEO performance of the main sites of private training organizations in France.
Methodology
To carry out our study, we selected 100 sites of private training organizations, taken from the Xerfi Precepta catalog of studies “
From the analysis of their traffic, we were able to make four rankings:
The greatest number of visits to Google.fr in January 2021,
The best increases in SEO traffic compared to the previous year,
The greatest number of indexed content,
The best ratios between indexed content and content capturing SEO traffic.
In order to better understand the expectations of Internet users vis-à-vis private OFs, we have also carried out a barometer and a semantic study. This work is based on data from the 20 most visited organization sites in France.
Clustering the 5,839 keywords from these sites has enabled us to identify the major themes of the sector as well as new traffic opportunities for OFs.
Finally, in the last part of the study, we compared the SEO quality of two content from the sites of private organizations and positioned on the same request. For this, we relied on our solution, Semji Platform, which assessed the level of optimization of each content according to various SEO criteria and assigned them a Content Score. Objectives of this analysis: highlight the SEO criteria of an ROIste content and show that the content that obtains the best Content Score is the one that will have the most chances of generating traffic and conversion.
For this study, we also relied on data provided by the traffic analysis tool SEMrush , Ahrefs, Google, and Advanced Web Ranking . Differences may therefore exist between these mathematical estimates and the actual performance of private training sites.
Do not hesitate to contact us with any questions relating to our methodology.
Top 100 of the most visited private training organization sites in France
Top leaders
The first ranking of our study is that of the top leaders, namely the sites that capture the most SEO traffic. In the lead, that of the organization Wall Street English with 406,065 SEO visits for the month of January 2021. Then come, relatively far behind, the sites of Sciences Po (which includes a continuing education program) and Cegos with respectively 271 034 and 124,349 visits.
This ranking can be explained, in part, by the strong popularity of training in English but also by the very large number of resources provided by these 3 websites: blog articles, thematic sheets, practical files, etc.
Top game changers
Among the sites that drain a lot of traffic, there are also those whose number of visits has skyrocketed during the year 2020. Among these game changers, ESCP Europe is the big winner with an increase of more than 389 K%! A record! The second in the ranking, the IFG website , shows an increase in traffic of around 315%. On the last step, the Infrep site still shows an increase of 229%.
This sharp increase in traffic can be explained in particular by the specific context of 2020, which generated very strong demand for distance training. A request to which ESCP Europe was able to respond by relying, like the other two game changers, on an effective content strategy and numerous 100% online training offers.
The SEO barometer: our state of play in the training sector
Why carry out an SEO barometer?
The SEO barometer makes it possible to assess the volume of demand based on the number of requests. It thus makes it possible to detect the most popular themes and keywor
As a consequence of the health crisis, the demand for distance training was extremely strong during the year 2020. To respond to it, training organizations (or OF) needed to adapt very quickly and to offer 100% offers. in line. This rapid digital transformation has not been without consequences for the vocational training market. But some organizations have come out of the game and have succeeded in establishing their online presence in a very competitive environment.
This unprecedented situation prompted us to ask ourselves the following question: “Which training organizations have best succeeded in this challenge?” We therefore carried out a sector study aimed at analyzing the SEO performance of the main sites of private training organizations in France.
Methodology
To carry out our study, we selected 100 sites of private training organizations, taken from the Xerfi Precepta catalog of studies “
From the analysis of their traffic, we were able to make four rankings:
The greatest number of visits to Google.fr in January 2021,
The best increases in SEO traffic compared to the previous year,
The greatest number of indexed content,
The best ratios between indexed content and content capturing SEO traffic.
In order to better understand the expectations of Internet users vis-à-vis private OFs, we have also carried out a barometer and a semantic study. This work is based on data from the 20 most visited organization sites in France.
Clustering the 5,839 keywords from these sites has enabled us to identify the major themes of the sector as well as new traffic opportunities for OFs.
Finally, in the last part of the study, we compared the SEO quality of two content from the sites of private organizations and positioned on the same request. For this, we relied on our solution, Semji Platform, which assessed the level of optimization of each content according to various SEO criteria and assigned them a Content Score. Objectives of this analysis: highlight the SEO criteria of an ROIste content and show that the content that obtains the best Content Score is the one that will have the most chances of generating traffic and conversion.
For this study, we also relied on data provided by the traffic analysis tool SEMrush , Ahrefs , Google and Advanced Web Ranking . Differences may therefore exist between these mathematical estimates and the actual performance of private training sites.
Do not hesitate to contact us for any questions relating to our methodology.
Top 100 of the most visited private training organization sites in France
Top leaders
The first ranking of our study is that of the top leaders, namely the sites that capture the most SEO traffic. In the lead, that of the organization Wall Street English with 406,065 SEO visits for the month of January 2021. Then come, relatively far behind, the sites of Sciences Po (which includes a continuing education program) and Cegos with respectively 271 034 and 124,349 visits.
This ranking can be explained, in part, by the strong popularity of training in English but also by the very large number of resources provided by these 3 websites: blog articles, thematic sheets, practical files, etc.
Top game changers
Among the sites that drain a lot of traffic, there are also those whose number of visits has skyrocketed during the year 2020. Among these game changers, ESCP Europe is the big winner with an increase of more than 389 K%! A record! The second in the ranking, the IFG website , shows an increase in traffic of around 315%. On the last step, the Infrep site still shows an increase of 229%.
This sharp increase in traffic can be explained in particular by the specific context of 2020, which generated very strong demand for distance training. A request to which ESCP Europe was able to respond by relying, like the other two game changers, on an effective content strategy and numerous 100% online training offers.
The SEO barometer: our state of play in the training sector
Why carry out an SEO barometer?
The SEO barometer makes it possible to assess the volume of demand based on the number of requests. It thus makes it possible to detect the most popular themes and keywords , the number of content produced for each request, and seasonal traffic peaks.
It is an essential tool for knowing the evolutions and major trends of a market.
This barometer was all the more interesting to carry out given the unprecedented context of 2020 and its consequences on private OFs. In March 2021, the Synofdes, the national union of training organizations, published the results of a study carried out for the year 2020 on the impact of confinement on training organizations.
Result: 3 out of 4 organizations have succeeded in maintaining their activities via distance learning and 88% of managers say they have been able to adapt to the situation. Nevertheless, according to the union, this observation should be put into perspective because the situation would be more worrying in the medium term. Indeed, he notes that 54% of structures would be in deficit and 5% were even considering filing for bankruptcy. 50% of organizations have also given up investing.
Faced with this critical situation, online presence is more than ever a solution for many OF in order to maintain their economic activity. This barometer thus highlights the way in which certain private organizations have adapted to this exceptional situation.
Online training: growing demand from internet users
The barometer tells us about the audience figures for the 20 most visited private OF sites. These alone represent:
- 5K keywords in January 2021
- 3 million searches
- 213 K euros / month in traffic value.
These results demonstrate the importance of the vocational training market. Several factors can explain these large audiences:
- Extended period of inactivity due to confinement,
- Increase in retraining,
- Vocational training assistance policies,
- Strong competition on the job market,
- Increase in selection criteria by recruiters, etc.
Among the themes with high volumes of monthly searches, we find:
- Assistant (55 K)
- Distance learning (37 K)
- Training center (29 K)
At the top of these themes, the term “assistant” appears in approximately 55,000 monthly requests. [to analyse]
The term “Distance learning” is one of the most searched terms in January 2021. The explosion of professional retraining, the various confinements, the establishment of a curfew are all reasons which explain this strong demand from Internet users. .
Quite logically, the “training center” theme also stands out strongly and shows that Internet users seek training from recognized and certified professionals. All the other popular themes in the field of vocational training can be found in our sectorial study .
To go further in this semantic study, we also extracted the main keyword of each cluster and evaluated the search capacity of the latter, month by month, throughout the year 2020.
It turns out that certain key words such as “distance learning” were searched for more at certain times of the year. For example, for 2020, it is especially in April that the query “distance learning” reached its search peak. The months of September, October and November are also months of intense research on all the themes.
To find all the results, do not hesitate to download the complete study.
Which training organizations are really capturing traffic on their content?
It is a fact, in natural referencing, it is not enough to produce content to generate traffic. The proof: only 9% of internet content captures SEO traffic (source: Ahrefs ). The remaining 91% thus lose many traffic and conversion opportunities.
Proof of this is with these two classifications that we have made:
- Top producers : private FOs who produce the most content on their websites,
- Top performers : organizations that capture the most traffic in relation to the number of content produced.
Top producers
Among the private training organizations that publish the most, the Sciences Po site is well positioned at the top of the ranking. With 162,000 pages of content, the organization offers a large number of resources of all kinds: blog articles, details of courses, explanatory content on training, how organizations operate, pages for companies and a large number of educational resources. Global Knowledge and EM Lyon Business School come just behind with 53,200 and 40,300 pages respectively.
Top performers
This ranking shows to what extent the production of content is not an end in itself but aims to meet the expectations of Internet users. Here, we calculated the ratio between the number of indexed content and the number of content that generates traffic. The best in this area: Educatel , Wall Street English and Karis Formation whose ratio is between 35 and 40%. These training organizations have therefore succeeded in producing very good quality content while meeting the search intentions of their audience, an essential condition for being visible on Google’s results page.
ds , the number of content produced for each request, and seasonal traffic peaks.
It is an essential tool for knowing the evolutions and major trends of a market.
This barometer was all the more interesting to carry out given the unprecedented context of 2020 and its consequences on private OFs. In March 2021, the Synofdes, the national union of training organizations, published the results of a study carried out for the year 2020 on the impact of confinement on training organizations.
Result: 3 out of 4 organizations have succeeded in maintaining their activities via distance learning and 88% of managers say they have been able to adapt to the situation. Nevertheless, according to the union, this observation should be put into perspective because the situation would be more worrying in the medium term. Indeed, he notes that 54% of structures would be in deficit and 5% were even considering filing for bankruptcy. 50% of organizations have also given up investing.
Faced with this critical situation, online presence is more than ever a solution for many OF in order to maintain their economic activity. This barometer thus highlights the way in which certain private organizations have adapted to this exceptional situation.
Online training: growing demand from internet users
The barometer tells us about the audience figures for the 20 most visited private OF sites. These alone represent:
- 5K keywords in January 2021
- 3 million searches
- 213 K euros / month in traffic value.
These results demonstrate the importance of the vocational training market. Several factors can explain these large audiences:
- Extended period of inactivity due to confinement,
- Increase in retraining,
- Vocational training assistance policies,
- Strong competition on the job market,
- Increase in selection criteria by recruiters, etc.
Among the themes with high volumes of monthly searches, we find:
- Assistant (55 K)
- Distance learning (37 K)
- Training center (29 K)
At the top of these themes, the term “assistant” appears in approximately 55,000 monthly requests. [to analyse]
The term “Distance learning” is one of the most searched terms in January 2021. The explosion of professional retraining, the various confinements, the establishment of a curfew are all reasons which explain this strong demand from Internet users. .
Quite logically, the “training center” theme also stands out strongly and shows that Internet users seek training from recognized and certified professionals. All the other popular themes in the field of vocational training can be found in our sectorial study .
To go further in this semantic study, we also extracted the main keyword of each cluster and evaluated the search capacity of the latter, month by month, throughout the year 2020.
It turns out that certain key words such as “distance learning” were searched for more at certain times of the year. For example, for 2020, it is especially in April that the query “distance learning” reached its search peak. The months of September, October and November are also months of intense research on all the themes.
To find all the results, do not hesitate to download the complete study.
Which training organizations are really capturing traffic on their content?
It is a fact, in natural referencing, it is not enough to produce content to generate traffic. The proof: only 9% of internet content captures SEO traffic (source: Ahrefs ). The remaining 91% thus lose many traffic and conversion opportunities.
Proof of this is with these two classifications that we have made:
- Top producers : private FOs who produce the most content on their websites,
- Top performers : organizations that capture the most traffic in relation to the number of content produced.
Top producers
Among the private training organizations that publish the most, the Sciences Po site is well positioned at the top of the ranking. With 162,000 pages of content, the organization offers a large number of resources of all kinds: blog articles, details of courses, explanatory content on training, how organizations operate, pages for companies and a large number of educational resources. Global Knowledge and EM Lyon Business School come just behind with 53,200 and 40,300 pages respectively.
Top performers
This ranking shows to what extent the production of content is not an end in itself but aims to meet the expectations of Internet users. Here, we calculated the ratio between the number of indexed content and the number of content that generates traffic. The best in this area: Educate, Wall Street English and Karis Formation whose ratio is between 35 and 40%. These training organizations have therefore succeeded in producing very good quality content while meeting the search intentions of their audience, an essential condition for being visible on Google’s results page.
