Want to grow your organic traffic by 20-100%? We built ClickFlow, a suite of SEO tools designed to increase your organic rankings and scale qualified traffic for your website. Click here to learn more and get started.
Guest post written by Jason Ramach, which originally appeared on ClickFlow.
Over the past 30 days, I had the opportunity to work with ClickFlow, an SEO tool designed to help you optimize your content and increase your organic traffic. To make an exceptionally long story short: it did its job.
Using ClickFlow, I helped multiple webpages climb the search engine results pages (SERPs) to increase their organic traffic, CTR, and impressions. Here are the highlights of some of the pages I tested and tracked:
In this post, I’m going to show you how I used ClickFlow to achieve and track those results. But more importantly, I will demonstrate how anyone can use ClickFlow to:
However, to understand how I benefited from ClickFlow, you need some context on the site I used to test it. Keep reading to learn about ElectricityRates.com and some of the SEO challenges it faces. My guess is that you’ll be able to relate.An Overview of ElectricityRates.com
ElectricityRates.com is a leading energy shopping website that gives consumers in states with Energy Choice the ability to quickly compare energy providers and find the best rates for their home.
Here are the top three challenges this company was facing.Challenge 1: Many Keywords to Target = Lots of Content to Manage
ElectricityRates.com targets a wide range of conversion-focused keywords with low search volumes. Because of this, they must create, track and manage a great deal of content.Challenge 2: High Competition from Competitor Sites
ElectricityRates.com competes with many electricity comparison and shopping websites which also heavily invest in SEO. This means that all the keywords mentioned above are competitive, and it can be tough to stand out in the SERPs.Challenge 3: Search Intent & Personalized Search
Google Search has one job: Get the searcher the webpage they need based on what they type into the search bar.
To achieve this goal, Google’s engineers have worked hard to solve the user"s search intent for whatever query they may have. The search engine giant has developed hundreds of ranking ranking factors to determine what ranks for a particular keyword/searcher, and what doesn’t. Today, search results can vary based on the searcher’s location, their browsing history, the device they are using, and more.
These improvements to search mean that what ranks for the keywords you’re targeting will change depending on your target market – and even on the individual searcher. Because of this, general SEO advice will only get you so far.If you want your webpage to rank (and this is a challenge that everyone in SEO faces), you must be able to find and test the tactics that work for your niche.
Want to grow your organic traffic by 20-100%? We built ClickFlow, a suite of SEO tools designed to increase your organic rankings and scale qualified traffic for your website. Click here to learn more and get started.ClickFlow’s Toolkit
ClickFlow’s suite has three tools:
The rest of this post will show how I used each of these tools to optimize ElectricityRates.com’s content, improve organic traffic, and fight the challenges I described above.
* What Is Content Decay and How It Affects Your SEO
* What Is Content Optimization? (And How to Ace It!)
* Why You Should Update Content – Or Risk Losing The Traffic You Have [Case Study]
ClickFlow’s Content Editor helps you optimize your content for any keyword by scanning the top ten search results for the keyword:
You can then copy and paste your content into the editor, and the tool will provide an overall grade based on how it measures up against your keyword competitors.
There are three main factors that Content Editor considers, which all help make sure your content matches the search intent for the keyword you’re targeting:
Using the Content Editor, I ensured that ElectricityRates.com content nailed search intent in order to have a fighting chance against the competition. It also stopped me from wasting time on content that would have had no chance at ranking.
I’ll give you an example. Recently, ElectricityRates.com added a new electricity provider to the site. To promote the fact that we had the provider’s plans on our website, I needed to create a new page showcasing this. Now, many electricity providers do not have much search volume or competition. Knowing this, I quickly wrote a page that I felt would be plenty enough to get the job done.
However, since I had the Content Editor on hand, I decided to use that to test whether my assumptions were correct. To my surprise, it showed that the page I wrote would have no chance at ranking. After some research, I saw that a lot of our competitors were targeting this provider and that it had significant search volume.
The main issue with my content was that it was nowhere near long enough. ElectricityRates.com competitors were writing in-depth posts on this provider that were at least three times as long as what I wrote. I needed to beef up the content.
So the first thing I did was look at the relevant terms. Besides giving you suggestions of specific keywords that should be in your content, the list of relevant terms can also show you topics that you can branch out on. I used these terms to provide more detail on the important things that the searchers cared about.
Specifically, I noticed the terms “green energy” and “early termination fee”, which I then wrote about in detail.
After these edits, this page better matched the search intent for its target keyword and was ready to go toe-to-toe with the competition.Content Decay: Track Thousands of Pages so You Don’t Drop in Rank
By connecting to your site’s Google Search Console account, ClickFlow can track several metrics for every page on your website:
Using this data, the Content Decay tool can notify you whenever one of your pages receives a significant drop in traffic:
A drop in organic traffic often corresponds with a drop in rank. There are a bunch of reasons why a page may drop in rank. It could be because of outdated information, because a competitor page is better, or even just because the page is loading too slow.
Whatever the reason may be, the Content Decay tool can help you notice the drop so you can figure out the problem, fix it, and gain that traffic back.
Want to grow your organic traffic by 20-100%? We built ClickFlow, a suite of SEO tools designed to increase your organic rankings and scale qualified traffic for your website. Click here to learn more and get started.How I Used the Content Decay Tool
When I first popped open ClickFlow’s Content Decay tool, it notified me that a conversion-focused page that normally ranks well had dropped in organic traffic. This surprised me, but after a quick look, I saw what had caused the issue.
This page was showcasing rates for the utility Jersey Central Power & Light (JCP&L). It used to have a title tag that included the full name of the utility in the title tag. However, at one point, the page’s title tag was changed to use just the abbreviation (JCP&L).
I assumed that this is what caused the drop in traffic, so I updated the title tag to include the full name again. This simple change increased clicks and doubled the page’s impressions:
Note: Notice that the CTR is lower. However, this is likely because of natural market cycles. ClickFlow is comparing these numbers to the beginning of January, which is when JCP&L increased electricity rates. This caused more people to search for competing rates through services like ElectricityRates.com.
ElectricityRates.com has so much content targeting so many keywords, it can feel almost impossible to track all of them.
Without ClickFlow’s Content Decay tool, this page’s drop in rank could have gone unnoticed for weeks or months, and ElectricityRates.com could have lost out on more potential revenue.
Check out this 2-minute video that quickly explains ClickFlow"s Content Decay tool:
* 8 Quick SEO Wins You Can Get by Using ClickFlow
* How to Decide What SEO Tests to Run
* Why You Should Run SEO Tests
Meta and Content Experiments allow you to test changes to any page on your site to see how it affects organic traffic. It works by tracking the metrics mentioned above in the Content Decay section:
You can decide which page(s) to experiment with by looking through all your pages in ClickFlow. ClickFlow allows you to sort by pages with high impressions but low clicks, which are prime candidates to experiment on. A better title tag could lead to an instant bump in traffic.
After you decide which page you want to conduct an experiment on, it"s simple to start a new test. You have two options:
You can then set the duration of the test (ClickFlow recommends 30 days to give time for the changes to take effect) and start the test. After this, you make your changes to the page. Then, once ClickFlow crawls your webpage and sees that you made some changes, the test starts.
ClickFlow Experiments make it easy to track how changes affect your page, which makes it the perfect tool to test your SEO theories and find the tactics that help you climb the rankings in your industry.How I Used the Experiments Tool
There is a reason why you must choose between a content test and a meta test before you start an experiment on ClickFlow. If you try to change both at the same time, you may not know which one caused an increase or decrease in traffic.
So whenever I conducted an experiment on ClickFlow, I made sure I was testing something specific and, ideally, something that I could easily apply to other pages. That way, if the test were a success, I could make the same changes to other pages on ElectricityRates.com and reap the benefits.
Here’s an example of how I did that.My ClickFlow Experiment
While scrolling through the pages tab on ClickFlow, I found a page that was receiving a solid number of impressions, but not very many clicks. The page was titled “How to Calculate Your Electric Bill” and its title perfectly matched the keyword it was targeting.
After Googling “how to calculate your electric bill,” I saw that the ElectricityRates.com post was on the second page of the search results. I also took note of the featured snippet for that keyword, which showed how you could calculate an appliance’s energy consumption:
I took this as a sign that this was the information that searchers of this keyword were looking for.
Our page had this information, but it was buried deep in the page. That is when I decided to run an experiment.
Experiment: Restructure page to make information from featured snippet easy to find. See if this benefits traffic and ranking.
Instead of having this information buried deep in the page, I moved it up and gave it its own section:
I also reorganized and rewrote a few of the sections to make sure the content still flowed well.
The results from this experiment were fantastic.
Results: In about 20 days, ElectricityRates.com’s page went from the 12th result in the SERPs to the 2nd result.
This led to a 327% increase in traffic, a 132% increase in CTR, and an 83% increase in impressions:
Of course, not all my experiments were this successful. For example, I ran nine experiments on pages where I front-loaded the keyword, and only two were successful. The rest documented no change, or even a decrease in clicks and impressions.
This showed me that front-loading keywords — a common piece of SEO advice — may not be effective for ElectricityRates.com.
However, both successful and unsuccessful experiments were useful because they always let me know what worked and what didn’t. And when the successes did come, I had actionable information that I could use on other pages to improve their organic performance as well.
In the end, ClickFlow gave me the tools to solve all three of the challenges ElectricityRates.com was facing.
On top of all that, ClickFlow allowed me to test my own SEO theories and find unique strategies that others may not have thought of before which, in turn, made me a better SEO content marketer.