The challenge
SAMS Ltd had historically depended on paid media to drive conversions, but rising competition in this marketplace had begun to erode profitability.
Gooey Digital was brought in to provide an integrated digital marketing solution that could diversify traffic sources and deliver stronger long-term returns. The overarching objective was to increase return on investment across all digital channels, while reducing dependence on an increasingly costly paid search landscape.
A key element of the challenge was identifying where the greatest opportunities lay. With a wide portfolio of health and safety training courses, it was essential to determine which offerings provided the strongest potential for revenue growth.
This required a detailed analysis of competitor activity, search demand, course pricing, and profitability models.
By combining market insights with close collaboration with the SAMS leadership team, Gooey Digital ensured the strategy was fully aligned with business priorities and commercial goals.
The solution
The project began with a comprehensive review of three years of historic paid media performance, combined with a data-led assessment of competitors, keyword demand, and course profitability.
This analysis highlighted the limitations of relying too heavily on paid media, while uncovering significant opportunities to grow visibility through organic search and social channels.
Based on these findings, Gooey Digital recommended a new strategic approach that rebalanced investment across digital marketing. Paid media was scaled back, while resources were redirected towards channels offering greater long-term value.
The new focus included technical SEO improvements, strategic content development, and link building – all designed to increase authority and visibility in search engines for competitive training-related queries.
Throughout the process, Gooey worked closely with the SAMS team to ensure the approach reflected their business objectives and capitalised on the unique strengths of their course offering.
Results
Since partnering with SAMS Ltd in July 2017, Gooey Digital has delivered a dramatic improvement in performance. SEO activity has driven a 477% increase in conversions, providing the business with a consistent and sustainable source of new leads.
The shift away from an over-reliance on paid media not only reduced acquisition costs but also positioned SAMS as a trusted provider in organic search results.
By combining data-driven analysis, technical SEO, and content-led growth, the partnership has transformed SAMS Ltd’s digital presence. Today, they continue to enjoy stronger rankings, higher-quality traffic, and a more profitable return on marketing investment — demonstrating the impact of a well-executed SEO strategy for a growing training provider.
When we first signed with Gooey Digital we were struggling to stay visible to our Kent based customers. Since then, the team have worked wonders with us and can never do enough. The advice they have given us has been beyond value, and the quality of content and increased visibility has really helped us grow our business. I cannot rate this company highly enough.
