Challenge: Underperforming Pricing Tables in SERPs
Our client came to Hurrdat after noticing their pricing tables had low visibility in search engine results pages compared to their competitors, even though they contained similar pricing data. Their competitors were also capturing more featured snippets and People Also Ask (PAA) answers for pricing-related keywords. Hurrdat saw this as an opportunity to optimize the client’s pricing tables for increased visibility and keyword rankings.
Solution: Updated Pricing Tables From Divs to HTML
In running a competitive analysis, we noticed the pricing tables were built using div tags rather than the HTML table format that competitors used. We advised the client’s development team to update the format of their pricing tables to standard HTML tables to better compete with similar businesses.
Hurrdat’s Director of Digital Strategy, Aaron Mackel, further explains,
“Because our client had very similar content in a very similar format to the competitors they were losing out to, we determined it must be something technical. Our team dove into how the tables were built and quickly saw that the sites that were seeing more success were using classic HTML tables. We aimed to help our client significantly grow visibility in PAA results in SERPs, while also ensuring this high-value content was in the format Google prefers. This strategy was employed to strengthen each page’s ability to rank as a whole, not just for specific terms in PAA results.”
Results: Significant Increase in PAA Keywords
Our client initially ranked for 489 PAA keywords. After HTML pricing tables were implemented in November of 2023, here’s how PAA keywords changed:
- November 2023: Keywords initially jumped to over 9,000, a nearly 1,750% increase
- December 2023: Keywords dropped to around 6,000, still up over 1,000% from start
- February 2025: Now ranks for 1,250 keywords, a 155% net increase
Today, the ranking keywords are nowhere near the height of what they grew to immediately following the updated pricing tables. Aaron Mackel attributes this to Google changes, noting,
“Since this project, People Also Ask results have changed significantly around these types of searches, meaning our client and their competitors alike have seen big drops in keywords.”
Key Takeaways From HTML Tables Project
During this project, we:
- Identified a technical issue that made our client’s pricing tables less effective than their competitors’
- Improved visibility in certain types of SERP results, namely PAA
- Strengthened the pricing data page as a whole by making the most important content more readable and easier for Google to crawl
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