Case study · Training provider · SEO & content
Invivo ACT Academy trains teams in mental healthcare, education and social work. The site was well built but nearly invisible: no articles, a broken sitemap, placeholder legal pages. We rebuilt the full SEO foundation in a single implementation day.
Thirteen pages, technically well built, and almost nothing for a search engine to work with.
0 articles
no blog or knowledge base to rank with
404
the sitemap robots.txt pointed to did not exist
Lorem ipsum
the terms and conditions were placeholder text
5.1 MB
of images on the offer page alone
Invivo ACT Academy sells incompany ACT training to teams in mental healthcare, education and social work. The website looked fine, but as a growth engine it was a business card: thirteen pages, several nearly empty, and not one article to rank with. The offer page, the page that has to sell, held 186 words.
Under the surface it got worse. robots.txt pointed to a sitemap that returned a 404, so Google had no normal route to discover new content. Two pages carried exactly the same title and competed with each other. Key pages loaded images of up to 2.7 MB each. And the Google Business Profile was stuck on an old address, with a lost verification postcard on top.
The unusual part of this project is the clock. Almost the entire implementation ran through the WordPress REST API instead of the editor. Build, verify, correct, all in the same day. What normally takes weeks of back and forth took one.
Strategy decided what to write. The REST API decided how fast it could ship.
01
SERP-overlap research across 19 search terms shaped the plan: one pillar guide, five clusters, sixteen supporting pages and an internal link matrix of 69 links. Two findings steered everything. The niche "incompany ACT training" has its own search space without the big open-enrollment schools, and the audience often searches problem-first, on terms like workload and burn-out prevention, before knowing ACT at all.
02
Five articles, over 5,000 words together, published under the founder's name with her sixteen years of clinical practice as the thread: a complete ACT training guide, ACT exercises, the basics, ACT metaphors and burn-out prevention in care teams. Each with FAQs, an author box, cluster links and a path to the offer. The core pages were rewritten too: the offer page doubled from 186 to 371 words, and seven identical buttons became CTAs that say what happens next.
03
The audit scored 68 out of 100 across nine categories, and every finding got fixed: the sitemap works, 4.5 MB of image weight is gone, the duplicate title turned out to be a mislabeled page and was renamed with a 301, thin pages were redirected, and every new page carries proper metadata. Around it: real privacy and terms pages, Search Console with a submitted sitemap, IndexNow for Bing, and the stuck Business Profile untangled through Google support.
Google Search Console, last 28 days versus the period before.
+173%
impressions, to 4,270 in 28 days
+119%
clicks from Google search
184
search terms the site now appears for
+1,500%
clicks on the best-read new article
Seven weeks after the implementation day, Search Console shows daily impressions climbing from around 100 to around 280, and the line accelerates from mid August. Measured over three months the site collected 5,830 impressions and 51 clicks, with nearly all of that growth in the weeks after the work.
The new knowledge base is doing the pulling. The article on ACT metaphors is now the best performing page on the site, with 16 clicks in 28 days on exactly the searches it was written for: "act metaforen", "act bus metafoor". The homepage (+200%) and the about page (+125%) ride along on the extra visibility.
The absolute numbers are still small. That is what week seven of SEO looks like, and we would rather show it honestly than dress it up. What matters is underneath: the site now appears for 184 search terms, including the commercial core of the market. "ACT opleiding" alone brought 323 impressions, "ACT cursus" another 190. Those are the terms the next phase is built to win.
Eleven pages from the cluster plan are ready to write: the hexaflex, ACT or CBT, workload in healthcare, and a page for each field the academy serves. Every one of them slots into the link matrix that is already live.
The goal for the next phase is plain. The site averages position 32 on terms that already collect hundreds of impressions a month. Each cluster page that goes live pushes that average toward the first page, where the impressions turn into training requests.
Our site looked fine, but nobody found it. In one day PMA built what we had been putting off for a year: a knowledge base in my own voice, a foundation that works, and numbers that finally move.
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