How Cabela's Tests Its SEO

Google rankings for 22 trophy keywords had improved collectively by more than 20 percent from September to January for Cabela’s. Most of the pages that had risen in rankings had optimizations applied to them. What’s more, most of the pages that dropped in rankings also had optimizations applied. Some of the latter group, even after optimization, didn’t mention the targeted keyword in the page copy, which would be an obvious next iteration to try.