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This post originally appeared on the ClickFlow blog.
Patrick Deinzer, a Senior SEO Consultant at digital marketing agency LEAP/, isn’t just responsible for improving multiple clients’ organic web traffic. He’s also in charge of getting measurable data that shows clients their financial investment is paying off.
Initially, Deinzer had to do this manually by asking clients to update their websites with LEAP/’s proposed changes and then monitoring their changes in Google Search Console. Often, he wouldn’t even know whether or not clients had made the changes, which made the process of tracking increased engagement convoluted and “annoying.”
In August 2020, LEAP/ started using ClickFlow, our content optimization software — which made his job a whole lot easier.
Now, not only does Deinzer have all the data he needs to demonstrate the increase in organic traffic resulting from his work, but he’s able to get quick insights into where content optimization had a positive impact — and where he needs to change his approach.
Let's see how he uses ClickFlow's title test reporting to prove ROI for his many clients.
Increasing Clients’ Organic Traffic
“We, as a company, focus on all areas of SEO: link-building, technical SEO, on-page, content, and so on and so forth,” explains Deinzer. “We also have a team that does conversion rate optimization.”
With each client, LEAP/ creates a plan that may include content, technical SEO, link-building, or a combination of these tactics. Yet, no matter what the focus is, it all comes back to one thing: increasing organic traffic.
“Results are, not always, but mostly measured in getting more traffic,” says Deinzer. “Increasing organic traffic isn’t always a KPI, but it is the number one priority.”
Deinzer is in charge of optimizing customers’ page titles and snippets, a service that is then sold to customers as part of a larger SEO package. “ClickFlow is our main tool [for optimizing page titles],” he says. “I use it to track and monitor our page title tests and improvements.”
In total, LEAP/ works with around 11 different companies at a time on page title and snippet optimization, with the goal of improving click-through rate on their most valuable pages.
How LEAP/ Improves CTR on Clients’ Top Pages
Deinzer’s approach is based on maximizing return on investment. To ensure his time is being used effectively, he follows the process below:
Step #1: Identify URLs to Optimize
Deinzer starts by narrowing down which URLs make sense to test. “That means they have enough traffic, and that they also have a business value,” he explains.
He adheres to the 80/20 Pareto Principle: 80% of results come from 20% of the cases. “Improving the top 20% of the URLs is the best thing you can do,” he says. “For a lot of websites, [these pages] bring in 80% or 70% of the traffic.”
As well as considering business value and traffic levels, Deinzer also considers the type of content. He finds that some page types tend to have bigger increases in click-through rates than others when he’s able to better align the snippet and title with the user intent.
“It’s a bit more difficult to optimize ecommerce pages,” he says, “because ecommerce is much more straightforward… but content-based and information-based pages can see much bigger improvements with snippet optimization, and then we get results.”
Learn More: How to Decide What SEO Tests to Run
Step #2: Determine Hypotheses and Variables
Once the target URLs have been identified, Deinzer looks for potential ways to improve the titles and snippets. Sometimes, there’s an easy and obvious update: including the year, for example, or adding (or removing) the brand name.
Deinzer finds he sees the best results, however, with deeper analysis and an article-by-article approach. “It’s about going back to the search intent, thinking, ‘Okay, which keywords are the people really looking for?’ and then rewriting the snippets in order to create a message that matches,” he says. “That’s the most successful method.”
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.
Step #3: Run the Snippet and Title Tests
Sometimes Deinzer changes just the page title; sometimes he also updates the meta description. Then, he runs the test for 30 days.
“What I like is that [with ClickFlow] it’s automated,” he says, explaining that he doesn’t have to manually check when clients update the page titles or enter the data in a spreadsheet.
Instead, he uses the tag system to track tests. “Write good tags, and tag everything well,” he recommends, “so that you can follow up your tests and hypotheses.”
Step #4: Analyze Test Results
When the test is completed, it’s time to review the results and see if the new title or snippet led to improved click-through rates.
Deinzer says it’s important to not look at traffic alone, especially if you’re analyzing changes over time.
“When you compare one month to another, there’s a higher chance of a seasonal effect. It can often happen that the impressions go down, and the overall traffic of all the pages go down, but the tests are still positive because the traffic did not fall as strongly as the impressions did,” he says.
“So, we look at the individual pages and check: Is the click-through rate better? What is the relationship between impressions and clicks?”
Even when click-through rates don’t improve, he sees the value in the test. “Then you are getting information,” he says, adding that it helps you better understand the search environment.
Check out another ClickFlow case study: How This Content Director Grows Organic Traffic by Up to 187% with Title Testing
Step #5: Repeat Where Needed
Finally, where a title test didn’t improve the click-through rate, Deinzer returns to the drawing board. He looks at search intent again, he examines what happened to impressions and click-through rate, and he runs more title tests.
Since he only focuses on the most valuable 20% of a website’s pages, he knows that retesting is worth his — and his clients’ — time. When he does manage to improve the click-through rate, it will represent a valuable return on investment.
Related Content: 8 Essential SEO Reports to Create for Your Client in 2021
Prove ROI Value with Clear Reporting
As a Senior SEO Consultant in a marketing agency, Deinzer needs to regularly show clients the positive impact of his work. The easier it is for the client to understand the results, the better.
To do this, he often takes screenshots of ClickFlow results pages and adds them to slideshows. “It’s an easy workview to show the client, especially the overview with the keywords combined with the aggregated numbers,” he says.
“The main thing for me is having an easy and accessible tool to measure and track and oversee our title testing service. This way, we can very quickly identify the changes without doing too much extra work.”
As an agency working on multiple aspects of SEO, often for the same client, it can sometimes be hard to trace the impact of a single initiative. That’s why LEAP/ takes a long-term view of SEO, knowing that the impact of link-building or technical changes may take time to show up in the SERPs.
However, ClickFlow’s title testing makes it much easier to visualize and demonstrate the immediate impact of an experiment — and the results can be impressive.
“For one URL, we increased in one month from 600 clicks to 2,300 clicks,” says Deinzer. “That’s just one URL, but it’s still a lot of extra traffic.”
With this information at hand, Deinzer can demonstrate the positive impact of LEAP/’s SEO work to clients. Moreover, he can see where to continue tweaking title tags and meta descriptions, and gain insights into what does and doesn’t work for a particular niche.
For him, one of the best things about the title testing reports is the convenience and ease of use.
He says, “In my opinion, when you do a lot of work, and especially when a lot of people work on a project, convenience is a very strong point.”