[Case Study] How Changing ONLY 8 Words on a Page Caused a Ranking SPIKE

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OnPage Order

Google Loves the RIGHT WORDS in the RIGHT PLACE.

However…

Put the WRONG WORDS in the WRONG PLACE

and you will not rank. PERIOD.


As you can see from the graph above, I changed a few words on a page and a it shot up the rankings for a very competitive keyword. This case study shows you how.

Are your ready to see how I tweaked just a few words on a page and how it can unleash the rankings for a page?

I’m a copywriter. My job is to write engaging text that compels visitors to take action. That’s what my clients love. However, if nobody is reading the text because Google doesn’t like it, well that’s a different issue.

I specialize in SEO copywriting which means that I’m always learning about how website’s rank. I also work with some great SEO agencies, which provides me with a lot of insider knowledge.

Over the last while, I’ve been combining my copywriting skills and SEO skills with tremendous success.

There’s nothing better than seeing a ranking spike after tweaking the copy on a page.

Client’s love it. In fact many SEO agencies use my service and charge it out to their clients at $1500 because of the results it generates.

So how do I do it?

Think about it…

Google has already shown us what they like. They’ve shown us the top 5 results for a search term. This means that you can reverse engineer their website to see why it’s ranking.

The problem is that most people don’t take the time or have the skills to do it properly.

To be honest I’ve done a lot of on-page optimization (I’m now pretty quick at it) and it still takes me 4X longer to optimize a page than it takes to write it. I could write a 5000 word un-optimized article in the time it takes me to write a 1000 word optimized article.

Not only is it slow…

It requires powerful tools and careful analysis to optimize your copy to match the top 5 results.

Let’s get into the details!

I don’t mean sprinkling a few keywords here and there and hoping that it works. If you’re still talking about a 2% or 3% keyword density, you’ve got a lot of catching up to do.

I mean a science-backed approach that tells us what keywords to use, how many times to use them and MOST IMPORTANTLY, exactly where on the page they need to be (such as headings, images, paragraphs, lists, bolded, etc).

You see there are over 20 major HTML elements (H1 to H6 headings, alt tags, paragraph tags, bold, italic, and more) that each carry a different SEO weight. Their impact also changes as the Google algo updates! (If you want to learn more about this you can join the SEOIntelligencAgency at $1500/year where they share their test results with you.)

Let’s say that the top 5 websites all have the main keyword:

  • 3 x in the headings (H1 to H6)
  • 2 x in the body copy

If you had the keyword 5 x in your body copy, you would have the keyword the same number of times as your competitors. However…

You’d be:

  • OVER optimized in the body copy
  • UNDER optimized in the headings

Now, because you’re over-optmized in the headings (which may hold more SEO influence) you might be held back in the rankings because of this!

Can you see the importance of using the right keywords in the right place?

To solve this issue, you need a tool that ensures you balance the keyword usage carefully across the different on-page elements.

The first tool I use, was built by a top SEO expert who has done hundreds of experiments to know exactly what works and what doesn’t.

In a recent SEO competition amongst some TOP SEO’s, the owner of the tool beat them with website text that ONLY contained Lorem Ipsum text and a few keywords added in the CORRECT places.

What is lorum impsum?

It’s a placeholder Latin text that looks like this:

“Lorem ipsum dolor sit amet, consectetur adipiscing elit. Maecenas laoreet finibus dui. Nam sem velit, porta iaculis purus sit amet, viverra aliquet nunc. Aenean ullamcorper bibendum bibendum. Curabitur lobortis mollis viverra. Praesent molestie quis nibh at faucibus. Donec sed lectus nulla. Nam et arcu ante. Duis vestibulum interdum justo, ac pharetra tellus placerat vitae.”

As you can see it has no topic or other relevance. By all accounts a page filled with this, should not rank for a keyword!

So what did the top SEO do with that text? He inserted a few very well placed keywords within the Lorum Ipsum.

Why did he use Lorem Ipsum text?

He wanted to prove that the Google algorithm was based on not just keywords, but specific words used in the correct place and in the correct ratio.

Guess what? He was right.

In fact, people have written about it now: SEO Contest Exposes Weakness in Google’s Algorithm

He won the competition and his tool generates amazing results.

Not only that, this is a long-term approach. It’s not a quick win, here today, gone tomorrow.

Go on and check it out. It’s called PageOptimizerPRO.

If you want them to optimize your page have a look at their plans here. For the results that they generate when you optimize your page based on their tool their price is a total bargain. (Note that they don’t actually edit your pages for that price. They’ll give you a list of changes that you can make yourself.)

So now that we know WHERE to insert the keywords and their variations, it’s important we get a second opinion, to make sure we’ve covered everything.

The second tool that I use handles a TF-IDF analysis.

That sounds really technical.

Simply put it checks the synonyms and semantically related words the top 5 sites use and shows you which you’re missing, and which you’ve over-used.

This lets you optimize your page so that Google will love it.

Go on and check it out…Website Auditor by Link Assistant.

Many times I’ve found that a client’s page is missing a common term that their competitors were using. Sometimes it’s even a spelling variation.

Nothing says it better than a good image.

Can you see where I added a synonym for a term and the result that followed?

It’s not just me who’s seen results like this.

Have a look at this case study. “From position 30 to page 1 with WebSite Auditor. A page audit case study“.

They performed 2 case studies.

This is the result just 24 hours after they optimized the text in case study 1.

Rankings changed from position 30+ to position 5-7.

For their second case study, they looked at a more commercially competitive term.

They started in position 89 and after optimizing the copy they moved to position 48.

It’s good to remember that there could be other reasons holding a ranking back and it’s often other things.

However, once you know your on-page is optimized you can then focus on these things.

“This is a VERY competitive term, so I will probably need to do some more, like get a few backlinks, to help boost it to page 1. But since the post climbed up over 20 positions in just a month, I am happy with the result of this test.”

I’ve quickly summarised the case studies but they’re worth reading yourself.

So what can you do?

The problem with SEO is that it’s often seen as a guessing game. If your page isn’t ranking, throw some more links at it, or try changing the internal linking structure.

The problem with this appoach is that you’re never dealing with the root issue: A badly optimized page.

This is why it’s critical to ensure that any page that you would like to rank has been correctly optimized before you start throwing links at it. Links are expensive and dangerous. Too few and you won’t rank. Too many and you can over-optimize the anchors. Use a few bad links and you’re risking getting a penalty.

Too often people think links are the issue when it’s actually a badly optimized page.

In this case study the client had used a SINGLE word 8X too often on a page. I removed them and the results are shown below. Notice that this is a competitive keyword with over 22 000 monthly searches.

As you can see an un-optimized page can be like a handbrake. You’ve got to take it off, if you want to go forwards. Now that the handbrake is off, you can add some links to the page and they’ll be on their way into the top 10 in no time.

Are you ready to lift the ranking handbrake?

In order to lift the handbrake, it’s normally one of these 3 things:

  • Adding certain words to a page
  • Removing certain words from a page
  • Changing HTML elements to include or exclude specific terms

To do this you need advanced tools.

Do you want better rankings?

If you find your rankings are stuck or you would like to rank for a certain keyword, you have three choices:

  • Perform the optimizations yourself
  • Get a report from the tools and do the changes yourself
  • Let me help, I’ll run the reports AND perform the optimizations

If this is for you, I’ll work on your page to ensure that your copy matches that of the top 5 websites ranking for a term, so that Google will LOVE it.

Many SEO’s charge $750+ for my service when they white label it.

Why it Works:

  • I optimize based on the actual search results for your keyword
  • I use a science-backed & tested optimization tool
  • The tool is based on over 3 years of research
  • The tool is based on over 200 ACTUAL SEO experiments
  • Based on tested & proven on-page ranking factors in Google

Are you ready to see a MASSIVE ranking boost from your pages & posts?


Exclusive Offer. Just for YOU.

If you require any major pages or articles to have the best chance of ranking in Google, I’d like to do some on-page SEO optimization for you.

If you take action TODAY, you can get your on-page optimization taken care of with my done-for-you service. What I’ll do is make sure that your page is optimized with BOTH tools. I’ll provide a before & after report and you’ll be on your way to better rankings.

If you’re ready for the best price I offer for on-page SEO optimization that will quickly boost rankings & traffic to your most important web pages and posts, take action now.

It’s quick, it’s easy, it really works.

As with all my work, I offer a 100% satisfaction guarantee, so there’s no risk to you.

If you’ve got any questions, comments or want to find out more, please get in touch.

I’d love to chat with you about your website’s onpage.