Recently I teamed up with an old friend to help make some on-page optimizations to his website.

In this case it was Todd Foster of Caseo. He runs one of the most successful SEO Agencies in Canada and has done for several years.

Todd and his team had already done a very good job of optimizing most of the key things on their website, there were a few small issues present but nothing major. Generally fixing small issues like that aren’t going to be what provides the results that anyone is looking for. Whether you’re the client or the provider.

Instead I decided to focus on the areas that I knew could make the biggest difference, and those were Link Sculpting, which I did a guest post about on Andrew Halliday’s blog here. Poetically, something I covered in-depth years ago on Blackhat Community a private SEO group that Todd managed and I was a moderator of.

The other thing was Text Analysis. A highly controversial subject within on-page talk, but something I’ve always been a firm believer due to my own testing and just generally understanding how search engines actually work.

Text Analysis from an outside point of view seems so trivial, but the reality is that I can put several hours worth of analysis into a page in order to find just 2 or 3 changes to make. The results however can be pretty amazing.

In this screenshot you can see some major movements in the SERPs. It’s also worth noting that this page was suffering some cannibalization, and still is slightly however it’s been much improved simply due to making some content adjustments.

How many? I made 4 changes to the content of that page in order to get those results.

I also noticed some low-hanging fruit opportunities with the terms company and companies. So I recommended some adjustments there, and again there’s been some big improvements almost immediately just from adding in one or two words to these pages.

How I found these words isn’t really as important as knowing when, where and why to use them. This is something I’m not touching on in this case-study. Instead what I want to do is just open up some eyes to how powerful Text Analysis can actually be.

So Link Sculpting + Text Analysis is very powerful when auditing a site. Sometimes knowing what not to spend your time on is as important as what you do. That’s one of the reasons that a few people consider me one of the best on-page / technical SEOs. There’s no real secret other than knowing where to spend my time.

There are some key things that I do, but mostly it is the things that I’m not doing that the industry overall has got wrong. Not just that, but certain “best practices” that are no longer effective. Overall there’s probably 20-30 factors I considered when doing text analysis to create these recommendations for Todd. Some automated, some manual but mostly manual just because the tools on the market are focusing on the wrong things. This is why you rarely see these kinds of dramatic results from making on-page optimizations that are recommended via tools.

Another thing worth mentioning is that all these results that these optimizations have produced are all at a time where Todd’s site is generally losing Organic Keywords. This can be for a lot of reasons and even totally harmless, but generally you don’t often see sites dropping their volume of Organic Keywords making such big wins like this from small changes.

If there’s one recommendation I can make as a takeaway point for anyone reading this, it’s probably use Grammarly and tools like that. Ultimately we need to walk a fine line of creating content for humans and computers. If your content is setup to rank, you want it to be mostly optimized for computers and regardless of what Google say that is still different to optimizing content for people.


Hopefully this short case-study just demonstrates the growing importance of text analysis in our processes, as even a few years ago I could have done the same thing and seen virtually no results.

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