ETA Training: position one for the standard an entire industry searches for
ETA Training is a Perth registered training organisation running test and tag, low voltage rescue, first aid, confined spaces and working at heights courses. Every one of those sits behind a standard or a unit code, which means the search behaviour is unusually predictable, and unusually winnable if you go after the right thing.
Position 1
Reached across the AS/NZS 3760 cluster: as/nzs 3760, as 3760, as3760, as nzs 3760, asnzs 3760 and as/nzs 3760:2022
+274%
Clicks on test and tag course, the main commercial term, twelve months to 17/08/2026 against the twelve before it
67
Keywords ETA has held in Google's top three in Perth, with 134 in the top ten (Semrush position tracking)
The situation
Compliance training is bought by people who have been told to do a course, not by people who woke up wanting one. That means most of the searching happens around the rule rather than around the course. Somebody types the standard number, works out what it obliges them to do, and only then goes looking for a provider.
The competitive set understood the second half of that and largely ignored the first. Everyone was competing for course terms. Almost nobody was answering the standard.
What we did
We built ETA's search presence around the standards themselves. AS/NZS 3760 is the Australian and New Zealand standard for in service testing of electrical equipment, and it is the thing every duty holder in the country eventually has to read. ETA now hold position one in Australia for as/nzs 3760, as 3760, as3760, asnzs 3760 and as nzs 3760, which is effectively every way a person can type it.
The same logic went into the clinical content. The 4x4x4 asthma method is what a first aider is told to remember and cannot, so ETA answer it. That cluster sits at positions between 1.4 and 2.5 and it more than tripled its clicks year on year. None of those searches book a course on the day. All of them put ETA in front of the person who will need one.
Then the commercial terms were rebuilt on top of that authority rather than instead of it. Test and tag course moved from position 8.8 to 6.3 while its impressions went from 8,809 to 31,316, which is the shape you want: Google showing the page far more often and ranking it higher at the same time.
as/nzs 3760 · as 3760 · as3760 · asnzs 3760 · as nzs 3760 · as/nzs 3760:2022
Position one for all six. That is effectively every way a person can type the standard, and it is the search that starts the buying process in this industry. ETA also holds position one in Perth for testing and tagging, test and tag, electrical test and tag and test and tag course perth.
Everyone else was competing for the course. We went after the rule that makes people need the course.
The numbers, in full
Clicks are from Google Search Console, the twelve months to 17/08/2026 against the twelve before it. Position is the best rank the term has reached.
Search term
Clicks, before to after
Best position reached
test and tag course
108 to 404
#2
as/nzs 3760:2022
256 to 332
#1
as/nzs 3760
58 to 191
#1
as3760
44 to 91
#1
4x4x4 asthma
26 to 90
#1
test and tag training
17 to 84
#3
asthma 4x4x4
23 to 79
#1
online test and tag course
36 to 72
#4
test and tag online course
17 to 52
#2
Source and method. Clicks: Google Search Console for etatraining.com.au, 18/08/2025 to 17/08/2026 against 18/08/2024 to 17/08/2025, non-brand only, so nothing containing the words ETA Training is counted anywhere. Best position reached is the highest rank the term has held, from Semrush position tracking on the Perth database and from daily Search Console data across the same twelve months, whichever is better evidenced. We publish the best reached rather than the rank on the morning you happen to visit, because positions move daily and a snapshot tells you less about the work than the peak it produced. One thing worth understanding, because it is where most agencies quote the wrong number: a Search Console average position blends every search a page appeared for across a whole period, so when Google starts showing a page for a far wider set of queries the average gets dragged down even as the ranking improves. Impressions on test and tag course went from 8,809 to 31,316 across these two windows, which is exactly that effect.
What that turned into
Australian organic clicks grew from 4,951 to 13,239 across the two twelve month windows, up 167%. In Perth, 67 tracked keywords have reached Google's top three and 134 the top ten. Referring domains grew 14.6% in the last month of measurement alone, to 274, and the site audit reads 93% health.
Google Ads tracked $473,667 in course bookings from 1,668 confirmed transactions between October 2024 and October 2025. That is a floor rather than a total, because it counts only the bookings the ad platform could tie to a confirmed purchase.
Google Ads
Search is only half of what we run for ETA. Google Ads carries the courses that cannot wait for a page to rank, and the two are planned together rather than bid against each other. Where organic already owns a term, paid steps back; where a course is new or seasonal, paid carries it.
Across the twelve months 01/08/2025 to 31/07/2026 the account scaled ad spend 2.6 times, from $28,098 to $72,877, while average cost per click fell from $5.53 to $4.61. On 22/06/2026 we consolidated five of the six per course Search campaigns into a single Performance Max structure, and deliberately kept the sixth, the highest intent nationally delivered online course, on standalone Search. Cost per enrolment then fell from $79.80 in June 2026 to $42.58 in July 2026, down 47 per cent, while enrolment volume held to within 8.75 per cent. Daily spend went from $201.74 a day across 25/05 to 21/06/2026 to $96.50 a day across July 2026.
47% lower cost per enrolment
$79.80 to $42.58, June 2026 against July 2026, either side of the Performance Max restructure that went live 22/06/2026. Google Ads confirmed purchase conversion action, the sole conversion counted.
What we would tell you about this one
Two things worth saying plainly. The first is that owning a standard is a durable asset in a way that ranking for a course name is not. Course pages get outbid and outspent. A page that is the best answer on the internet to what does AS/NZS 3760 require gets linked to, cited and returned for years.
The second is that this kind of position attracts a specific problem. Informational searches are exactly the ones Google now answers itself at the top of the page, so a site can hold position one and still watch its click through rate fall. That is not a ranking failure and it is not fixed by more content. It is fixed by making sure the thing the answer box quotes is yours, and by having somewhere for the reader to go when they get to the part the answer box will not tell them.
Is there a standard, a code or a rule your customers search before they buy?
