The best SEO strategies to get more organic course signups

Creating an online course takes time and effort, but promoting it to attract signups can be even more challenging and time-consuming for those who are not experienced with marketing. While paid ads, outsourcing to agencies, or delegating the task to an expert are good solutions, not all creators can afford these.

Many course creators struggle to get signups without spending big money on ads and agencies.

So what’s the alternative route?

It is learning how to optimize your content for search engines and doing it yourself!

So without further ado, here’s how to optimize your course for SEO and drive organic signups.

1. Use multiple organic channels

Whenever search engines are mentioned, the first thing that comes to mind is Google of course. Make no mistake, Google is the most powerful and renowned search engine. But it is not the only one out there! There are multiple search engines and organic ways to promote your online course, each with its advantages.

Nowadays, social media platforms like TikTok, Instagram, and YouTube, which is owned by Google, have powerful and widely used search engines. Even generative AI tools like ChatGPT sometimes act like search engines and crawl websites to feature results from the web in their answers. So here’s what you can rely on.

Short-Form Video Content

Short-form video content has become one of the most effective ways to reach a large audience quickly. Platforms like Instagram Reels, YouTube Shorts, and TikTok allow you to create engaging, short videos that can reach a wide audience organically.

These videos can highlight key takeaways from your course, showcase success stories, or provide quick tips related to your course topic. The algorithmic nature of these platforms also increases the chances of your content going viral, which can help you attract more organic traffic. Additionally, including a clear call-to-action (CTA) in your videos—such as directing viewers to your course link—can significantly boost conversions.

So in your short videos, ensure that viewers stop scrolling, watch your content from start to finish, and engage by liking, commenting, and sharing. Encouraging these interactions will send strong signals to the platform’s algorithm, increasing your content’s visibility and helping you reach a wider audience organically.

For example, Instagram helps you keep track of numbers like the watch time, the Average Watch Time and the Accounts reached. You can keep track of your approaches’ success by keeping an eye on these numbers.

Short videos aren’t short-lived content on social media platforms like the classic posts and photos, if it’s good and engaging, the algorithm will keep on pushing it to users.

Online course marketplaces

Listing your course on online learning platforms like Udemy, Skillshare, and Coursera can be a great way to increase visibility and attract students who are actively looking for educational content. These marketplaces have built-in audiences, which means you don’t have to generate all of your traffic from scratch.

However, there are downsides to consider. Many platforms operate on a revenue-sharing model, meaning you’ll receive only a portion of the course price, sometimes as low as 30-50% of each sale.

Additionally, platforms like Udemy frequently run promotions and discounts, which may lower your revenue per student. While these marketplaces can help you gain exposure, it’s best to treat them as a supplementary channel rather than your primary source of course sales.

If you want full control over pricing and student relationships, self-hosting your course on your website with a platform like GetResponse is a better long-term strategy.

When it comes to SEO and Google specifically, platforms like Udemy can help your course secure a featured snippet on Google. This of course deserves its own section and is discussed below.

Featured snippets on Google

Featured snippets are prime placements in Google’s search results, often appearing in a carousel format that highlights relevant courses to users searching for related topics.

Getting a featured snipped is. not a straightforward process, but to increase your chances of getting featured in these Google snippets, you have to follow these best practices:

1. Optimize your course title and description

Your course title and description play a crucial role in both SEO and user engagement. A well-optimized title should be clear, compelling, and keyword-rich while accurately reflecting the course content.

By optimizing your course title and description, you improve its click-through rate (CTR) and visibility on search engines, which increases the likelihood of attracting more organic signups.

2. Encourage reviews and high engagement

Courses with positive reviews and high engagement rates are more likely to be featured on Google and online marketplaces. Reviews serve as social proof, building trust with potential students and improving course rankings on platforms like Udemy and Coursera.

Higher engagement leads to better completion rates, and platforms often prioritize courses that keep students active. The more engaged your students are, the more likely they are to leave positive reviews, and that can give your course’s ranking and organic visibility a nice boost.

List your course on multiple platforms

We already discussed it. But do not forget!

3. Use structured data (Schema Markup)

If you’re hosting your course on your own website, adding schema markup (specifically Course Schema) helps Google understand and showcase your content more effectively. Schema markup is a form of structured data that provides search engines with detailed information about your course, increasing its chances of being displayed as a rich snippet in search results.

How to implement course schema:

You can implement Course Schema using Google’s Structured Data Markup Helper or by manually adding JSON-LD markup to your website’s course pages.

Example of course schema markup (JSON-LD):

Implementing these steps can help you improve the likelihood of Google featuring your course in relevant search results, driving more organic signups.

2. Conduct thorough keyword research

SEO optimization starts with keyword research, which helps you identify what potential learners are searching for. Effective keyword research ensures that your course content aligns with user intent, making it easier to rank higher in search engine results and attract relevant traffic.

Why keyword research matters

Keyword research helps you understand which topics have high demand and what your potential students are actively searching for. Choosing the right keywords increases your chances of ranking well in search results and ensures that your content is visible to the right audience.

To conduct keyword research effectively, use tools like Ahrefs, Ubersuggest, Moz, and Google Keyword Planner. These platforms help determine search volume and competition levels, allowing you to focus on keywords with the best balance of traffic potential and ranking feasibility.

Finding the right keywords

Start by identifying a core keyword that best represents your course. For example, if your course is about starting a marketing agency, a strong core keyword could be “digital marketing course”.

Once you have your main keyword, expand your research to include secondary and long-tail keywords. Secondary keywords are variations or closely related terms, while long-tail keywords are more specific phrases that often have less competition but higher conversion rates. Examples include “what is the best digital marketing course” or “how much does a digital marketing course cost”.

Understanding search intent is also crucial. Some users search for informational content (guides, blog posts), while others have transactional intent (looking to buy a course). Aligning your keywords with the right intent ensures that your course landing page targets users ready to enroll.

Integrating keywords into your content

Once you have selected your keywords, use them strategically throughout your content. Your course title and description should naturally include your primary keyword, while blog posts, landing pages, and FAQs should incorporate secondary and long-tail variations.

For example, your course title could be: “Complete Digital Marketing Course – Learn SEO, PPC & Social Media”. A well-optimized meta description might read: “Master SEO, PPC, and social media marketing with this comprehensive step-by-step course designed for beginners and professionals alike.”

Monitoring and adjusting your strategy

SEO is an ongoing process. Regularly track your keyword rankings and adjust your content based on performance. If certain keywords are driving more traffic, consider expanding on those topics with blog posts or additional course materials. You can use SEO tools to keep track of your Keywords performance or use a free webmaster tool like the Google Search Console.

Make sure to follow these steps to ensure that your course ranks for the right keywords, attracts highly interested learners, and ultimately drives more organic signups.

3. Structure your SEO content strategy

Once you have identified your target keywords, the next step is to structure your SEO content strategy effectively. A well-planned structure ensures that Google recognizes your course as a valuable resource, improving its ranking over time.

Create a High-Converting Landing Page

Your course landing page should be the central hub for all related content. It needs to be transactional and promotional, meaning it directly encourages signups while also providing essential details about the course. Optimize the page by:

• Including your core keyword in the page title, headings, and description.
• Highlighting key benefits, course content, pricing, and instructor credentials.
• Adding social proof, such as testimonials and student reviews, to build credibility.
• Using a strong call-to-action (CTA) to encourage enrollments.

Write supporting blog posts

In addition to your landing page, writing 2-5 supporting blog posts can enhance your SEO strategy. These blog posts should focus on related topics that align with secondary and long-tail keywords while providing valuable information to potential students.

For example, if your course is about starting a marketing agency, relevant blog topics might include:

• “Best tools for starting a marketing agency” – A detailed breakdown of the essential software and resources needed.
• “How to get your first clients as a digital marketer” – A practical guide with actionable steps for new marketers.

These blog posts serve a dual purpose: they provide valuable content for searchers while linking back to your course landing page, helping it rank higher.

Implement internal linking

Internal linking is crucial for SEO, as it helps Google understand the structure of your site and distributes ranking power across pages. Within your supporting blog posts, include natural, keyword-rich anchor text that links back to your course landing page. For example:

“If you’re ready to start your own agency, check out our complete guide on launching a digital marketing business to learn step-by-step strategies.”

By doing so, you create a strong content network that enhances your site’s authority and improves visibility in search rankings.

Refresh and update content regularly

SEO is not a one-time task. To maintain and improve rankings, regularly update your landing page and blog posts with fresh information, new statistics, and emerging industry trends. Keeping your content relevant signals to Google that your site provides up-to-date value, increasing its ranking potential.

You can significantly improve your chances of ranking higher on search engines by structuring your SEO content strategy with a well-optimized landing page, supporting blog posts, and strategic internal linking.

4. Optimize your content for SEO

Once your keywords and content structure are in place, the next crucial step is optimizing your course pages for search engines. Proper SEO optimization ensures that your content ranks well, attracts relevant traffic, and converts visitors into students.

Strategic keyword placement

Integrating your keywords naturally throughout your content is essential for SEO. Focus on placing keywords in high-impact areas such as:

• Page title and headings (H1, H2, H3) – This helps search engines understand the topic and structure of your content.
• Meta title and description – These appear in search results and influence click-through rates.
• URL slug – A clean, keyword-rich URL (e.g., yourwebsite.com/online-marketing-course) improves search visibility.
• ALT text for images – Adding descriptive, keyword-relevant ALT text helps with image SEO and accessibility.

Platforms like GetResponse can help you create SEO-optimized courses and edit all the above through a user-friendly interface.

Enhancing search visibility with schema markup

Schema markup is a structured data format that helps search engines better understand your content. Implementing Course Schema can enhance your course’s visibility in search results by displaying additional information, such as the instructor name, course duration, and student ratings.

For example, a basic Course Schema might look like this:

Using structured data like this improves your chances of appearing in rich snippets, which make your listing more attractive to potential students.

FAQ and review schema

Adding FAQ Schema to your course page allows Google to display common questions and answers directly in search results. This can help attract more clicks and improve engagement. Similarly, Review Schema highlights student feedback, enhancing trust and credibility.

For example, a simple FAQ Schema might look like this:

By implementing these SEO strategies, your course will be more searchable, engaging, and credible, ultimately driving more organic signups.

5. Build high-quality backlinks

Backlinks play a crucial role in improving your SEO ranking, as they signal to search engines that your content is trustworthy and authoritative. Acquiring high-quality backlinks from reputable sources can significantly increase your course’s visibility and search ranking.

Partner with relevant websites

One of the best ways to earn backlinks is by collaborating with industry-related websites, bloggers, and influencers. Reach out to websites that cater to your target audience and request backlinks to your course page. Many content creators are open to linking to valuable resources if they see it benefiting their audience.

Guest blogging

Writing high-value content for reputable blogs in your niche is another effective way to gain backlinks. By contributing guest posts, you can establish yourself as an expert in your field while linking back to your course.

Choose authoritative websites within your industry and offer insightful, educational content that naturally includes a link to your course.

Use strategic anchor text

Anchor text is the clickable text in a hyperlink. Using relevant, keyword-rich anchor text for your backlinks improves your course’s search ranking. Instead of generic phrases like “click here”, use descriptive text such as “best online course for digital marketing” or “introduction to marketing”. This ensures search engines understand the relevance of the linked page, further improving rankings.

For example, if you’re promoting a marketing course, an effective backlink might appear in an article as follows:

“If you’re looking to improve your SEO skills, check out this best online course for digital marketing, which covers everything from keyword research to analytics.”

Online directories and course listings

Submitting your course to online directories and course comparison sites can also help with link building.

Platforms such as Class Central, Course Report, and eLearning Industry allow instructors to list their courses, providing additional backlinks and boosting course credibility.

Monitor and maintain backlinks

Not all backlinks are beneficial. Keep track of your backlinks using tools like Ahrefs to ensure you’re only receiving high-quality links. Disavow any spammy or irrelevant links to maintain a strong SEO profile.

Building and maintaining a high-quality backlink strategy will help your course gain greater authority, improve its ranking in search results, and attract more organic traffic.

Final thoughts

SEO optimization takes time, but once done right, it creates a steady stream of organic traffic for your online course. Start by conducting keyword research, structuring your content strategy, optimizing your landing pages and blog posts, and building backlinks to enhance your visibility. By following these steps, you’ll increase your chances of getting more organic signups and growing your online course successfully.