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Search engines are evolving, but the fundamentals still matter. Keywords, internal links, and crawlability all play a role. What’s changing is how much weight modern algorithms place on clarity, value, and communication. It’s no longer just about having the right elements; it’s about how well your content helps both people and search engines understand what your page is really about.
That’s where CRO for Search comes in. It’s not just a way to boost conversions—it’s a way to build pages that are helpful, relevant, and easy to interpret for both humans and algorithms. By improving clarity, credibility, and urgency, CRO for Search bridges the gap between what people need and what search engines reward.
In this case study, we’ll show how applying CRO for Search helped our client rebound from flatlining traffic and inconsistent revenue, ultimately driving a 34% increase in organic revenue, 25% increase in CVR, and over a million impressions for high-intent keywords in three months.
The Challenge: Flatlining Pages in a High-Intent Category
You might know the feeling: you’re putting effort into SEO, but it’s not translating into results. In this case, the brand’s PDPs weren’t resonating with the people most likely to buy. The pages had redundant content, lacked clarity, and buried key details we knew mattered to their customers based on their recent survey data.
To make matters more urgent, a March algorithm update began elevating well-optimized Ecommerce shopping pages for high-purchase-intent keywords. We saw our competitors entering shopping grids and traditional listings for our target keywords, while our client’s PDPs lost momentum.
Fortunately, we were already preparing for this. We’d planned a CRO for Search rollout to address stagnation by prioritizing conversion signals to re-establish organic performance on the pages that mattered most. The timing turned out to be exactly right.
1. Rebuilding PDPs Using CRO for Search Tactics
To optimize our pages using the CRO for Search lens, we bucketed our recommendations into three core categories addressing customer decision-making: clarity, credibility, and urgency.
Clarity
We removed repetitive text and elevated important information like product specs, coverage details, and ingredient information to more visible positions. Product descriptions were rewritten to highlight customer concerns, including terms like odorless, pet-safe, and baby-friendly, mirroring actual search and buyer behavior.
Credibility
We boosted on-page trust signals. User reviews were pulled out of drop downs and displayed prominently. Product images were updated to feature deal packages and key selling points, adding visual reinforcement to product benefits. Certifications were highlighted to back terms like “non-toxic” and “no polyurethane.”
Urgency
Signals like “Free Shipping Over $200” were added to metadata and schema—low-effort additions that nudge users toward action.
These updates weren’t just cosmetic; they were structured to boost time on page, engagement, and conversion rate while reinforcing the page’s relevance for organic search.
2. Updating 4 PDPs Per Month to Build Momentum
Once the new template was live, we implemented a monthly cadence to keep updates rolling. Four PDPs were refreshed each month with refined copy and additional CRO-driven elements.
Instead of only optimizing for keywords, we focused on aligning language with actual customer concerns. This included editing FAQs based on common questions, updating titles for scannability, and integrating relevant internal links where it made sense.
This process ensured steady, manageable progress while reinforcing topical relevance across the site.
3. Pruning Low-Relevance Content to Strengthen Authority
Alongside PDP improvements, we audited the broader content ecosystem to reduce noise and improve focus. Pages that weren’t driving value were either consolidated or removed, freeing up crawl budget and clarifying the brand’s topical authority.
This gave higher-performing pages more room to shine and helped signal stronger relevance for key product themes across the site.
💡 Tip: Trimming underperforming pages isn’t just a content cleanup task—it’s a search visibility strategy.
The Results: From Stagnation to Significant Gains
Our CRO for Search initiative helped reverse stagnant growth and repositioned the company for sustained organic success. Over a 3-month period:
- +8,391 clicks and +1.03M impressions
- 34% total organic revenue
- 123% organic revenue to PDPs
- 25% organic CVR
- 7% paid conversions
- 22% ROAS
This wasn’t just a template update; it was a strategy shift. After stalled progress, we combined conversion principles with SEO insights to fuel a meaningful rebound.
When Search Traffic Stalls, It’s Time to Clarify—Not Just Convert
CRO for Search works because it aligns with how modern search engines evaluate quality. Today’s algorithms don’t just scan for keywords, they interpret meaning. They look for pages demonstrating relevance, topical clarity, and helpfulness across the user journey.
That’s why tactics like rewriting product descriptions, elevating trust signals, and answering real user questions improve conversion and discoverability. These updates help search engines understand your page, why it matters, and who it serves.
In this case, we didn’t fix traffic by optimizing for rankings alone. We built better pages that made sense to people and search engines. That’s what CRO for Search is all about.
Ready to future-proof your SEO strategy? Book an intro, we’ll help you turn your most important pages into high-performing search assets.
