No More Small Talk: How SEOTesting Dialed up BT’s CTR by 71%

No way to combine live SEO data for comparisons

Previously, there was no efficient way for Thomas’s team to consolidate real-time SEO data.

“We desperately needed a platform that could combine live SEO data, like Search Console, that we could compare against UX/CRO derivatives like Adobe Target.”

Clunky processes

Prior to using SEOTesting, much of BT’s SEO processes were manual and not straightforward to view the key data.

“Our processes relied on access to API’s via clunky tools like Google Docs, or where data was sometimes hidden behind a paywall, like Supermetrics”

Significant reduction in manual processes

Thomas found that their reliance on access to API’s to gain the data they needed diminished with the introduction of SEOTesting. Trying to find hidden data is a thing of the past.

“Our tests are now simple to set up given the ease of the SEOTesting platform. A quick copy and paste function for URLs and the remaining set up completed via the tool.”

He adds that the automated reporting has also been an invaluable addition to simplifying their processes, whilst enhancing the quality of data.

Decision-making data

“SEOTesting data has enabled us to test independent SEO hypotheses for BAU SEO activity such as Content Changes, Meta Data and Migrations.”

Thomas gives an example of how they used SEOTesting to collaborate with their CRO team to test Brand Iconography on key product pages and add internal links to smartphone brands.

They first tested how adding CTAs affected usability, seeing an 80% increase in CTA interactions compared to control groups. They confirmed these results in Organic Search, with a 71% rise in click-through rate and 82% more clicks per day!

“We use the data from SEOTesting and Google Search Console to report on our tests and outcomes. It’s gained continued buy-in from Product teams to deliver SEO projects at scale”, Thomas concludes.