What’s a marketing team to do when they’ve already squeezed out the 80/20 of SEO content value?
Scribe Media runs a mature SEO program as one of the largest digital book publishing services with more than 2,000 authors and 22 NYT best sellers. To say that content marketing is core to Scribe Media’s growth strategy would be an understatement.
Scribe Media engaged in Continuous SEO Testing to the tune of 921 net new recurring monthly visits in a 3 week time period.
Analyzed through the lens of CPCs, Scribe’s organic traffic wins represent approximately $1,552 in recurring monthly traffic value.
“In SEO, finding opportunities for growth that require little effort, but drive big results is the golden standard. Title tag testing is one of the activities that is simple to do, but can drive impressive results. Logan ran a handful of title tag tests for us resulting in $1,552 of incremental organic traffic value added per month.”
– Cody West, Head of Growth & Demand at Scribe Media
Scribe’s best-performing title optimizations
Including a number in the best dictation software page and touching on secondary search intents (“free and paid”)
Control (Before)
Variant (After)
Lift
Clicks increased from 1,019 to 1,193. A 17% lift with 174 net new clicks to the existing URL.
Average CPC: $3.13
Monthly Traffic Value: $544.62
Pivoting the title from a “how to” to “best way” on Scribe’s sPub to MOBI article, and adjusting the end parentheses.
Control (Before)
Variant (After)
Lift
Clicks increased from 1,782 to 2,194. A 25% lift with 357 net new clicks to the existing URL.
Average CPC: $0.75
Monthly Traffic Value: $267.75
Full program results:
