Rated People Secures More Dev Resources with ClarityAutomate

Rated People is the UK’s top online marketplace for connecting homeowners with tradespeople.

With strong customer acquisition goals, Rated People’s performance marketing team needed to increase conversions from organic search.

Challenge: Competing Priorities for the Dev Team

“We’ve got a million things we wanted to do
that would take up development time... but there was always something prioritized ahead of SEO.”

- Rich Underwood, Head of SEO, Rated People

The team’s goal was to build Rated People’s user base, but needed a way to easily prove that SEO dev projects would have a meaningful impact on organic growth.

“We’ve got a million things we wanted to do that would take up development time,” said Rich Underwood, Head of SEO at Rated People. “There was always something prioritized ahead of SEO.”

To solve this challenge, Rich and his team conducted research on where their performance could be if they invested in SEO focused on conversions from their user job submissions.

The team wanted to quickly test dozens of hypotheses around keyword usage, internal linking, and more.

But, with hundreds of thousands of pages to optimize, they needed a fast way to make those optimizations to prove the ROI of SEO and in turn increase SEO as a priority on the dev roadmap.

Recommended Reading: Petco Saves Weeks of Manual Effort With ClarityAutomate

Solution: Test and Prove Hypotheses Faster With ClarityAutomate

“Not only can we change on-page elements at scale,
but we’re progressing massively.”

- Rich Underwood, Head of SEO, Rated People

With ClarityAutomate, the Rated People team were able to test at an impressive scale without the need for dev resources. 

“Our process was to test something and build confidence,” Rich said. “Then, if we saw the results we wanted, we could shift our attention to more important areas on the site.”

From the start of the test through to completion, Rich and his team used ClarityAutomate to execute, analyze, and report on the results of the test. ClarityAutomate allowed Rated People to:

• Run SEO tests and analyze via built-in statistical analysis and correlation models
• Test all optimization ideas to accelerate SEO results
• Prioritize the SEO roadmap with the dev team
• Demonstrate that their SEO changes have a positive impact on traffic and revenue

“Not only can we change on-page elements at scale, but we’re progressing massively,” Rich said. “We’ve been able to show our progress through simple dashboards based on conversion factors - all simple to do in seoClarity.”

Results: ClarityAutomate Directly Impacts Revenue Growth With 11% Traffic Increase Over One Month

“One really positive test not only showed about an 11%
increase in traffic but also just under 10% more
conversions—super significant for our dev team to see!"

- Rich Underwood, Head of SEO, Rated People

With a way to prove out their tests and increase the pace at which they were able to do so, Rich and his team experienced the following results over a four-week period (compared to the previous four weeks): 

• 11% increase in traffic 
• 10% increase in conversions across the test pages

“This test was super significant for our dev team to see to help us prioritize our work,” Rich said.

Accelerate Results With Clarity Automate

ClarityAutomate enabled Rated People to conduct these tests across a number of different stages and prove out the results to Rated People’s dev team, thus paving the way for more changes at scale.   

With the ability to prove these optimizations with SEO testing, Rich saved time and resources by bypassing the dev queue, building a business case for implementation of similar changes across the entire site.

Enterprise SEOs experiencing similar challenges are encouraged to sign-up for a demo to see if ClarityAutomate is a good match for your enterprise needs.