CASE STUDY · SEO GROWTH
209 Keywords Into the Top 5 With Product Page Optimisation
A global market-research publisher moved 209 keywords into Google's top 5 and grew impressions by 52.28%, organic sessions by 40.49% and clicks by 17.26%. Its report product pages were rebuilt with summarised insights, attribute tables, FAQs and Product, Offer and FAQ schema.
- Client
- A global market-research publisher selling industry reports online
- Industry
- Publishing and media (market research)
- Market
- Global
- Project
- SEO growth
- My role
- Led the SEO strategy; delivered with my team at the time
OUTCOMES
The results
Direct commercial and organic search impact delivered during the engagement.
209
Keywords improved into the top 5 (Semrush).
+52.28%
Impressions.
+40.49%
Organic sessions (GA4).
+17.26%
Clicks.
36 / 37 / 32
Further keywords improved into positions 6–10, 11–20 and 21–50 respectively.
DATA
The numbers
Semrush
BACKGROUND
The challenge
I led this engagement in a previous agency leadership role. Traffic to the publisher's report product pages from international markets was declining or flat, and competitors were capturing relevant keywords its pages missed.
The pages had to convince business buyers that a report was worth buying — which meant giving both searchers and search engines more structured, scannable information about each report.
Client and agency not named for confidentiality. I led the strategy; the work was delivered with my team at the time.
EXECUTION
What we did
Summarised report insights
Rewrote product pages to include a summarised view of each report's data and insights.
Unused keywords
Mapped relevant keywords the pages weren't using and worked them into the content.
Attribute tables
Added tables describing each report's key attributes, so buyers could scan what it covers.
FAQs
Added FAQ sections answering the questions buyers commonly ask about a report.
Schema
Implemented FAQ, Product and Offer schema, including price.
STRATEGIC LESSON
The takeaway
Product pages rank better when they answer a buyer's questions on the page — summaries, tables and FAQs give search engines more to match and buyers more reason to stay.
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