The brief
BlueMark Academy sells corporate training and IT certification courses, both live classroom and video-based. Through the agency Zeze Atölye, the job was to bring people searching for those topics to the site, and to do it with content rather than ads.
This was the first project where I set up an SEO strategy and produced the content for it myself.
What I did
I started from the questions a potential student would type into Google before enrolling. The keywords came from use cases and, more importantly, from pain points: what people struggle with before they look for a course.
From that list I wrote Turkish blog posts on the academy's core subjects: Hadoop, Agile, Kanban, TOGAF and SAS Enterprise. Each post targeted one question or keyword cluster that a prospective student might search.
The lesson I took from the project still holds for every format I work in. Before you make a website, a poster, a billboard or a social post for a product, know its use cases and its pain points first.
The result
By my own account at the time, the content brought people interested in the courses to the site. I do not have third-party verified figures for 2020 to 2022, so I report the role here rather than the numbers.