Whitecaps School of Pastry · SEO / Content / Technical
Out-ranking the aggregators in a course category
A specialist pastry school losing every course query to listicles and aggregators. The pages ranking were not the pages that enrol students.
9.07K → 11.6K
Organic clicks
Search Console, 6 months vs previous 6
547K → 1.08M
Impressions
Same window, up 98%
16.3 → 13.9
Average position
Search Console, same window
+46.4%
New users
GA4, project review
01 / The challenge
- Course pages written in the school's language, not the student's.
- Crawl, speed and mobile issues capping what the content could do.
- Thin authority against aggregator sites that own the category.
02 / The approach
Pages matched to intent
Existing pages reworked and new ones written for the questions students ask before they enrol.
Technical debt cleared
Crawl errors, speed and mobile usability fixed so the pages could compete at all.
Authority built
Quality backlinks secured to lift the domain against the aggregators above it.
03 / The evidence
01Clicks 9.07K → 11.6K
02Impressions 547K → 1.08M
03CTR 1.7% → 1.1%
04Position 16.3 → 13.9
Average position improved 2.4 places while impressions doubled, so the site ranks better across a much bigger query set. CTR fell because most new impressions sit on research searches that do not click. In education that is the top of the funnel doing its job.
04 / The takeaway
Own the research phase and the enquiry arrives later, from someone already convinced.
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