Best way to see why a page is doing very well in organic search

[MattBanes]

This post is deleted!

[effectdigital]

This one is kind of funny!

These are the ranking keywords according to SEMRush:

• https://d.pr/i/uFdic5.png

And these according to Ahrefs:

• https://d.pr/i/qJCDNU.png

(P.S: most rankings are from the USA version of Google)

... so one thing that is immediately obvious is that, the terms are commercial and should probably be ranking here (where the site says to start the journey) or here (a page with a contact form). Why is a contextual article, winning traffic away from your other, main pages?

Certainly it's true that the article is quite niche and it's possible that Google thinks it is well written. The post is 316 words long, which isn't an incredible length but just about hits the sweet-spot between long (detailed) and short (succinct)

Another thing to mention is that the embedded contact form on this article, is way more detailed and way more useful than the ones I found on the start here or contact pages. It allows users to start the search for their modular classroom very quickly, and because there's no message entry box it cuts their time down to a minimum. It also offers them a totally free services (searching) whereas the other forms are a bit wooly. One is just a basic contact form (all sites have these, they are seldom read and usually end up in spam). The other has some kind of price comparison form - but why compare yourself when you don't necessarily know what good is? The form on the article URL is just better and offers better time / reward investment

Because this article URL has supplanted the homepage in terms of usefulness for the core offering of the site, it has picked up a swathe of commercially oriented keywords and taken those away from other pages, which may 'seem' more important yet are less important to the end-user. The end-user can have the best reading and conversion experience from the article URL

Having a quick look in Moz's link explorer, Ahrefs and Majestic SEO I can see that the links from across the web, pointing to this article page - are fairly unremarkable. As such it's more likely that Google has shifted the existing weighting of your site to focus more around this page for perceived UX / content reasons. You may even find that whilst this page's traffic has gone up, your site's overall traffic seems about level (as the new traffic is in effect, possibly being redistributed from elsewhere on your site)

Remember that, even though many sites produce better content (longer, deeper, cited academic sources, more rich media, schema markup) - you're in quite a niche. As such it may not take much to be king - for the moment

This one was really interesting, thank you

[evolvingSEO]

Hi Matt

To do this you need to be tracking some sort of conversion or Goal Completion on your forms. The form you are using might have a way to send goals to Google Analytics, but you would have to look into the technicalities. Or you may be able to use a landing page URL as your goal destination (I'm not sure how your form works though).

This is a good intro guide to Goals:

https://www.monsterinsights.com/how-to-create-a-goal-in-google-analytics-to-track-conversions/

Here is Google's docs on Goals in Analytics:

https://support.google.com/analytics/answer/1012040?hl=en

Then once you're tracking Goal Completions on all pages, you can then look in Analytics to see conversion rate by page, and that will tell you which page is converting the best.