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Insight Report
October 2018
Online EducationalPlatforms
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This is your industry report.
Data is ground zero for everything we do in digital marketing. That’s why we’re reaching out with the latest industry data for Online Educational Platforms.
The data in this edition of the annual Online Educational Platforms Market Report highlights the successes and shortcomings of your site against your competitors. From your market share of visibility in Google to organic trends across the market, the report is packed with valuable insights.
Get stuck in.
We are Salience.
Richard WatersSales and Marketing Director 01244 564 [email protected]
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Brand Reach Score
Link Authority
Search Volume Trends
Dreams Case Study
Set us a challenge
Visibility Year on Year
Underperforming Sites
Our Services
Visibility Vs Authority
Keyword Potential
High Competition Keywords
Opportunity Keywords
Digital Magazines
Education Centres
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We combined brand search volume with a score representing the effectiveness of content performance across social channels to rank how much umph a brand has online in their industry.
Brands with a high rank but low brand searches suggests positive action to improve overall brand reach, while a low rank with high brand searches could suggest that on-site optimisation and social strategy improvements are required.
Brand Reach Score
01
Site Brand Searches Per Month
Owned Social Score
Rank
udemy.com 110000 9219 1
memrise.com 201000 1675 2
khanacademy.org 60500 3863 3
pluralsight.com 49500 3029 4
codecademy.com 49500 2110 5
skillshare.com 18100 5612 6
coursera.org 40500 2415 7
edx.org 22200 3400 8
code.org 22200 3085 9
lynda.com 18100 2491 10
futurelearn.com 60500 564 11
udacity.com 14800 1316 12
creativelive.com 4400 3110 13
citrix.co.uk 22200 280 14
generalassemb.ly 5400 1148 15
openculture.com 1600 1208 16
teamtreehouse.com 1600 862 17
sololearn.com 6600 175 18
cybrary.it 3600 259 19
blackboard.com 22200 38 20
openclassrooms.com 1000 818 21
freecodecamp.org 2400 258 22
linuxacademy.com 2900 201 23
tutsplus.com 590 937 24
qa.com 14800 34 25
alison.com 12100 31 26
datacamp.com 1600 175 27
highspeedtraining.co.uk 12100 20 28
arttutor.com 1300 136 29
mheducation.com 880 199 30
Monthly brand searches shows an indication of brand recall within search behaviour. The top five
are the most recalled names within search.
Social score considers followers and engaged conversations on all major social platforms.
The top five have a strong following, creating engagement through content and product
campaigns.
Site Brand Searches Per Month
memrise.com 201000
udemy.com 110000
khanacademy.org 60500
futurelearn.com 60500
pluralsight.com 49500
Site Owned Social Score
udemy.com 9219
skillshare.com 5612
khanacademy.org 3863
edx.org 3400
creativelive.com 3110
Brand searches top 5
Social Score top 5
02
Search Volume Trends
The graph below shows how the UK weekly search volume for your industry compares between 2016 and 2018.
As of October 2016, core Google search accounts for 58.84% of market share. (source, Jumpshot)
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2016
2017
2018
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An overall indication of search trends is a good place to start, but understanding your own data will lead to better decision making.
Andrew JobberSearch Director01244 122 [email protected]
“v
Let’s TALK
01244 564500
ChesterNewgate HouseNewgate StreetChesterCH1 1DE
LondonOne Euston Square40 Melton StreetLondonNW1 2FD0203 507 0077
04
Links are still one of the most important ranking factors in 2018, so consistently gaining new high-quality links can be great for business. Don’t lose focus on the high quality part, though. High link volumes without the quality could spell trouble ahead.
Our link authority score ranks sites in your industry based on number of links per month vs. the quality of those links.
LinkAuthority Score
Site Avg Monthly Referals
Avg Quality of Referring Domains
Rank
memrise.com 5283 5.16 1
coursera.org 3635 5.24 2
udemy.com 5749 4.45 3
futurelearn.com 3149 5.16 4
javascript.info 3429 4.78 5
codecademy.com 5158 4.10 6
khanacademy.org 3565 4.61 7
simplilearn.com 3430 4.64 8
edx.org 3068 4.41 9
alison.com 1883 4.72 10
highspeedtraining.co.uk 1583 4.46 11
creativelive.com 1346 4.52 12
blackboard.com 1525 4.24 13
sololearn.com 1240 4.51 14
linuxacademy.com 1547 4.16 15
pluralsight.com 1073 4.68 16
udacity.com 1313 4.24 17
wearesquared.com 850 4.76 18
freecodecamp.org 1205 3.50 19
open2study.com 571 4.41 20
citrix.co.uk 924 3.52 21
analyticsvidhya.com 617 4.01 22
learningtree.co.uk 587 3.80 23
arttutor.com 375 4.31 24
openclassrooms.com 536 3.79 25
avadolearning.com 941 3.06 26
academyclass.com 248 4.74 27
skillshare.com 399 3.69 28
e-learningforkids.org 233 3.94 29
totaralms.com 254 3.82 30
05
Consistently gaining a low quantity of high-authority links could show that a brand has the right link-building foundations in place, but needs to work on
scaling that activity to successfully compete in their marketplace.
Consistently gaining a high quantity of low-authority links highlights an urgent need to redress your off-site reputation. Creating a regular disavow process and reconsidering your link-building strategy should be high priority for you to ensure the now real-time Penguin 4 keeps its anatomically redundant yet
commercially terrifying wings off your rankings.
High quality, low volume
Low quality, high volume
Site Avg monthly referals
Avg Quality of Referring Domains
academyclass.com 248 4.74
cybrary.it 28 4.63
open2study.com 571 4.41
arttutor.com 375 4.31
grovo.com 141 4.12
Site Avg monthly referals
Avg Quality of Referring Domains
codecademy.com 5158 4.10
freecodecamp.org 1205 3.50
citrix.co.uk 924 3.52
analyticsvidhya.com 617 4.01
learningtree.co.uk 587 3.80
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195%INCREASE IN ORGANICTRAFFIC
Our core-site tech improvements and large-scale content marketing campaign made Dreams the owners of sleep in digital.
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Free Audit?
Let’s TALK
With nine years of search marketing experience, we excel at providing results. Whether that’s
increasing ROI, building your audience through content marketing, or getting you out of a tough
spot, set your challenge and we’ll get to work.
0800 122 [email protected]
Richard WatersSales and Marketing Director
01244 564 [email protected]
08
VisibilityYear on YearHere we see how each domain fares against its competition in the wider market.
A domain may have increased visibility Year-On-Year, but if the market has grown by a greater margin, has there been an opportunity lost?
SITE Jun-18 Jun-17 Difference Compared to Market
coursera.org 91540 84397 8% -93%
khanacademy.org 89003 66044 35% -67%
lynda.com 47072 60828 -23% -124%
edx.org 16556 6651 149% 47%
futurelearn.com 13294 18408 -28% -130%
udemy.com 10209 8816 16% -86%
openculture.com 9574 5569 72% -30%
tutsplus.com 7085 9451 -25% -127%
qa.com 5951 4536 31% -71%
codecademy.com 5867 4213 39% -63%
highspeedtraining.co.uk 5446 3376 61% -41%
freecodecamp.org 5418 3501 55% -47%
blackboard.com 4980 2319 115% 13%
alison.com 3744 8715 -57% -159%
hotcourses.com 2674 3483 -23% -125%
memrise.com 2633 6505 -60% -161%
virtual-college.co.uk 2426 1459 66% -36%
udacity.com 2369 3301 -28% -130%
pluralsight.com 2100 2359 -11% -113%
javascript.info 1579 220 618% 516%
creativelive.com 1578 1009 56% -45%
avadolearning.com 1319 189 598% 496%
code.org 1306 993 32% -70%
codeburst.io 1216 6 20167% 20065%
citrix.co.uk 1134 1300 -13% -115%
skillshare.com 1096 69 1488% 1387%
teamtreehouse.com 1082 1402 -23% -125%
stonebridge.uk.com 899 1601 -44% -146%
simplilearn.com 782 813 -4% -106%
learningtree.co.uk 618 944 -35% -136%
goskills.com 576 178 224% 122%
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The top 5 have successfully grown with the market. In some cases they’ve even exceeded market growth. Nice.
Even if the bottom 5 have increased visibility year-on-year, their market share has taken a pounding. Blame the top 5.
Winners
Losers
SITE Jun-18 Jun-17 Differencekhanacademy.org 89003 66044 35%
edx.org 16556 6651 149%
coursera.org 91540 84397 8%
openculture.com 9574 5569 72%
blackboard.com 4980 2319 115%
SITE Jun-18 Jun-17 Differencelynda.com 47072 60828 -23%
futurelearn.com 13294 18408 -28%
alison.com 3744 8715 -57%
memrise.com 2633 6505 -60%
tutsplus.com 7085 9451 -25%
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These brands could benefit most from a more expansive search marketing campaign. Things are looking good technically, and a strategic content marketing campaign is likely to yield positive results.
Underperforming Sites
High visibility, low authority
Low visibility, high authority
These brands could benefit most from resolving their on-site tech and structural issues. Identification of those problems, and dealing with them in a priority order should be in their sites.
Site Domain Authority Organic Visibilityqa.com 49 5951
highspeedtraining.co.uk 51 5446
hotcourses.com 52 2674
virtual-college.co.uk 51 2426
javascript.info 50 1579
Site Domain Authority Organic Visibilitymheducation.com 72 219
openclassrooms.com 67 235
generalassemb.ly 66 158
academicearth.org 65 65
class-central.com 63 475
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Our Services
Auditing
• Tech• Content• Analytics• Penalty Recovery• SEO
Strategy
• Persona Development• Content Strategy • Branding
Content Distribution
• PR• Outreach• Social Media
DATA
STORY
AUDIENCE
Monitoring
• On-site• Links• Competitors• Reporting
Platform Development
• Site Creation• Digital Magazines• Education Centres• Landing Pages• Shoppable Content
Planning
• Omni-Channel Strategy• Media Planning• Budget Optimisation
Optimisation
• CTR• Organic• Paid• Conversion• Keyword Strategy
Content Production
• Editorial• Influencers• Copy• Visual Assets
Paid Media Marketing
• Adwords (Search, Display-Shopping & Remarketing)
• Bing• Social
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Visibility vs AuthorityAs a general rule, there is a positive correlation between the number of inbound links and domain authority. Likewise, there is a positive correlation between domain authority and the potential the site has to rank.
The scatter graph below shows how each site’s organic visibility score correlates with its domain authority score.
C D
BA
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Key:
What does this mean for you and your business?
A
C
B
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Those with high visibility but low authority have laid good foundations for their site and would benefit from increased search marketing activity to build on those foundations.
Sites with low visibility and authority - look on the bright side, as there’s a lot of room for improvement. Brands in this zone should consider urgently rethinking their on-site technical and structural setup, as well as their keyword strategy and off-site campaigns.
Hats off to these guys. They’ve built their house right and have the search marketing strategy to expand. Just promise you’ll go easy on us when you start conquering the world.
Low visibility, high authority. At school, these sites were the kids who ‘had potential.’ There are clearly some on-site issues holding these brands back. Whether those issues lie in content, structure, or tech, an on-site review is highly recommended.
coursera.org 1 freecodecamp.org 11 creativelive.com 21
khanacademy.org 2 udacity.com 12 hotcourses.com 22
lynda.com 3 alison.com 13 virtual-college.co.uk 23
edx.org 4 memrise.com 14 javascript.info 24
udemy.com 5 pluralsight.com 15 simplilearn.com 25
tutsplus.com 6 highspeedtraining.co.uk 16 codeburst.io 26
openculture.com 7 code.org 17 class-central.com 27
futurelearn.com 8 qa.com 18 datacamp.com 28
codecademy.com 9 skillshare.com 19 stonebridge.uk.com 29
blackboard.com 10 teamtreehouse.com 20 mheducation.com 30
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The keyword potential graph shows ranking figures across three distinct groups for each site in the sector, providing a snapshot of a brand’s keyword health, but also highlighting areas for improvements and fixes.
The keywords are divided into groups dependent on the opportunities they present. Micro-optimisation (page 1), quick wins (page 2 & 3) and underperforming (page 3 & beyond).
Keyword Potential
Page 1 (%)
Keyword Opps %
Below Page 3 (%)
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These sites have the biggest opportunity for quick results within their current ranking keywords. Their best next steps should be to employ technical optimisation of relevant pages to bring those keywords onto page 1.
Quick win opportunities
For those who reside mostly on page 1, focusing on maximising traffic from their current position through micro-optimisation and click-through- rate optimisation will help fine-tune performance.
A large percentage of keywords appearing on or below page 3 indicates serious technical issues with your site or a misguided keyword strategy. Deeper analysis of the site performance will indicate the changes needed to improve.
Prime for Micro Optimisation
Strategy and Technical Issues
Site Keyword Opps%class-central.com 49%
goskills.com 49%
hotcourses.com 48%
teamtreehouse.com 47%
udemy.com 47%
Site Keywords on Page 1codewithchris.com 53%
alison.com 42%
highspeedtraining.co.uk 42%
citrix.co.uk 39%
qa.com 37%
Site Keywords Below Page 3code.org 48%
openclassrooms.com 45%
skillshare.com 44%
codeburst.io 43%
mheducation.com 42%
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High CompetitionKeywordsFor your industry, these keywords are the heavyweight belts, the golden tickets, the ones to tell your nan about. For those holding these positions, close monitoring and continued search marketing activity is needed to safeguard them. For smaller brands looking to weigh in on these terms, consider first breaking through on the opportunity keywords to strengthen your authority and visibility.
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Keyword Order Competitiveness Local Monthly Searches (UK)learn to code 1 61 8100
online courses 2 43 14800
learn html 3 54 1600
online learning 4 43 2900
learn programming 5 53 1300
online training 6 42 2400
online schools 7 41 2400
data analytics courses 8 41 1600
online education 9 50 590
online coding courses 10 50 590
online classes 11 61 320
learn code online 12 52 480
*Keyword numbers 9 & 10 have similar metrics and as a
result are overlapping on the graph.
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OpportunityKeywordsThese terms have less competition yet high search volumes. As such, they are a perfect battle ground for all brands in the industry to increase their competitiveness. Expanding your keyword strategy around these keywords is a clear route to improving performance.
Keyword Order Competitiveness Local Monthly Searchesdistance learning 1 38 5400
web designing course 2 30 1900
photoshop course 3 26 1600
online it courses 4 26 1300
leadership training 5 26 1000
web development courses 6 37 1600
leadership courses 7 27 1000
learning platform 8 20 720
leadership and management courses 9 29 1000
online training courses 10 29 880
ux design course 11 28 590
online study 12 37 720
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Digital Magazine?
Pros: Cons:
Digital magazines focus on selfless awareness content. Instead of pushy sales messages on a corporate blog (we don’t like that word), a magazine aims to help customers by
answering questions and raising intrigue within your niche. The potential for new organic traffic is pretty monstrous.
• Huge long-tail keyword potential
• Email Signups• Brand Recall• Link Acquisition
• Results take 6-9 months• Low conversions
4 MILLION +SOCIAL REACH
185% INCREASE IN ORGANIC REVENUE
PAGE 1 RESULTS FOR OVER 900 SLEEP RELATED TERMS
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Or Education Centre?
Pros: Cons:
Education Centres focus on bringing customers into your sales funnel through answering complex questions about your product or service. By creating a carefully
planned network of education content, users are sure to get the information they need, while continually moving closer towards a conversion.
• Great ROI• Conversion Focused
• Less suitable for products or services with a low price point
• Competitive space, depending on market
143% INCREASE IN PAGE VIEWS
246% INCREASE IN ASSISTED REVENUE
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Get in touch to schedule your free audit0800 122 [email protected]