I'm Michael Costanzo
Senior SEO Manager
Trainline
Thanks for watching my BrightonSEO talk...
Automating Content Optimisation & How To Test The Impact on CTR and Ranks.
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Check out these handy readings and resources to try out automating your content at scale. If you missed the talk, head over to the BrightonSEO website and upgrade to the Live Pass + Replays ticket so you can watch the replay anytime.
Setup guide for Search Analytics for Sheets to extract data across multiple pages using your seed keywords
Setting | Recommendation |
Verified Site: | [Your domain - you'll need to connect this to your GSC] *Tip: If you have multiple properties for a domain set up (e.g. language subfolders), use those. You'll get way more data from your exports vs. your domain rollup if you have a big website |
Date Range: | 12 months is good. Make sure it’s the same for every export |
Group By: | Query |
Filter By: | Page includes /your-category (or use regex to stitch multiple URLs or paths together) |
Filter By: (#2) | Query includes [seed keyword] Examples for a seed keyword from this presentation would include: "price", "cost", "speed", "fast" etc. *Repeat this step for every seed keyword |
Results Sheet: | New Sheet |
A good way to understand any external factors that could be impacting your SEO metrics is by looking at CTR by Position plotted on a graph over time. With that, you might for instance see periods where pages (or keywords) ranking at position 1 did see a temporary decrease in CTR. That is often driven by more PPC appearing in search, or more featured content (e.g. news) appearing ahead of the organic results. When it comes to measuring the impact of your SEO tests, doing it during periods with mostly stable CTR by Position will allow you to get a much clearer read.
When doing SEO testing:
When doing SEO testing: