How Cabela's Tests Its SEO

Outdoor sporting goods cataloger Cabela’s tracks overall SEO program performance by comparing, week-to-week, the percentage of keywords ranked in Google’s top four, along with the percentage in the top 10.

The keyword sample includes 90 “tail” (product-specific) keywords and nearly 2,000 general keywords. During and after the migration from SearchDex to GravityStream, this metric was watched very closely to gauge performance. “GravityStream caught right up and quickly blew past,” says Derek Fortna marketing programs manager for Cabela’s.