How to Use SEO Testing to Accelerate SEO Traffic Growth

Few marketers incorporate SEO testing into their strategies, and yet SEO testing unlocks data-driven business cases that earn trust with stakeholders. Learn how to apply the same rigor that marketers do with A/B testing to the field of SEO. Find out how SEO is different from traditional A/B testing, how easy it is to implement on most sites, and how it can take your SEO game to the next level.

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2. In 2019, I had a problem. linkedin.com/in/kaitlinmcmichael | medium.com/@kaitlin-mcmichael | #WTSFest
3. linkedin.com/in/kaitlinmcmichael | medium.com/@kaitlin-mcmichael | #WTSFest Small team, no scale Executive pressure for big results Competitor pressure No data driven decision- making
4. I knew SEO testing would help. linkedin.com/in/kaitlinmcmichael | medium.com/@kaitlin-mcmichael | #WTSFest
5. linkedin.com/in/kaitlinmcmichael | medium.com/@kaitlin-mcmichael | #WTSFest No one at my company wanted to do SEO testing • Dubious managers • Engineers not on board • Tepid interest in SEO tools
6. linkedin.com/in/kaitlinmcmichael | medium.com/@kaitlin-mcmichael | #WTSFest Got buy-in (twice) 18 tests in 2025 Vs. 0 in years prior Several winning tests moved into prod And stopped 1 negative test from moving to prod
7. Let’s talk about that journey. linkedin.com/in/kaitlinmcmichael | medium.com/@kaitlin-mcmichael | #WTSFest
8. Agenda 1/ What is it? 2/ Vendors 3/ Test ideas 4/ Testing for AEO linkedin.com/in/kaitlinmcmichael | medium.com/@kaitlin-mcmichael | #WTSFest
9. linkedin.com/in/kaitlinmcmichael | medium.com/@kaitlin-mcmichael | #WTSFest
10. linkedin.com/in/kaitlinmcmichael | medium.com/@kaitlin-mcmichael | #WTSFest Why not use Before/After tests?
11. linkedin.com/in/kaitlinmcmichael | medium.com/@kaitlin-mcmichael | #WTSFest
12. linkedin.com/in/kaitlinmcmichael | medium.com/@kaitlin-mcmichael | #WTSFest
13. linkedin.com/in/kaitlinmcmichael | medium.com/@kaitlin-mcmichael | #WTSFest Search engines get confused by traditional testing
14. linkedin.com/in/kaitlinmcmichael | medium.com/@kaitlin-mcmichael | #WTSFest Search engines need a consistent url with the test version
15. SEO testing is on page groups, not user groups linkedin.com/in/kaitlinmcmichael | medium.com/@kaitlin-mcmichael | #WTSFest
16. linkedin.com/in/kaitlinmcmichael | medium.com/@kaitlin-mcmichael | #WTSFest You need a group of similar pages, like a shared template
17. linkedin.com/in/kaitlinmcmichael | medium.com/@kaitlin-mcmichael | #WTSFest SEO testing is template testing
18. linkedin.com/in/kaitlinmcmichael | medium.com/@kaitlin-mcmichael | #WTSFest Focus on high correlated groups
19. linkedin.com/in/kaitlinmcmichael | medium.com/@kaitlin-mcmichael | #WTSFest SEO Testing Process
20. linkedin.com/in/kaitlinmcmichael | medium.com/@kaitlin-mcmichael | #WTSFest SEO testing vendors are niche
21. linkedin.com/in/kaitlinmcmichael | medium.com/@kaitlin-mcmichael | #WTSFest SEO testing vendors A/B testing vendors
22. linkedin.com/in/kaitlinmcmichael | medium.com/@kaitlin-mcmichael | #WTSFest Vendor implementation options
23. linkedin.com/in/kaitlinmcmichael | medium.com/@kaitlin-mcmichael | #WTSFest You can test virtually any customer- facing HTML change
24. linkedin.com/in/kaitlinmcmichael | medium.com/@kaitlin-mcmichael | #WTSFest Thanks to Joey Herzberg for this idea Craft a hypothesis with my hypothesis generator
25. Example before: linkedin.com/in/kaitlinmcmichael | medium.com/@kaitlin-mcmichael | #WTSFest
26. linkedin.com/in/kaitlinmcmichael | medium.com/@kaitlin-mcmichael | #WTSFest Example after:
27. existing linkedin.com/in/kaitlinmcmichael | medium.com/@kaitlin-mcmichael | #WTSFest Example before:
28. linkedin.com/in/kaitlinmcmichael | medium.com/@kaitlin-mcmichael | #WTSFest existing Example after:
29. linkedin.com/in/kaitlinmcmichael | medium.com/@kaitlin-mcmichael | #WTSFest Example before:
30. linkedin.com/in/kaitlinmcmichael | medium.com/@kaitlin-mcmichael | #WTSFest Example after:
31. linkedin.com/in/kaitlinmcmichael | medium.com/@kaitlin-mcmichael | #WTSFest Example before:
32. linkedin.com/in/kaitlinmcmichael | medium.com/@kaitlin-mcmichael | #WTSFest Example after:
33. linkedin.com/in/kaitlinmcmichael | medium.com/@kaitlin-mcmichael | #WTSFest Example after:
34. linkedin.com/in/kaitlinmcmichael | medium.com/@kaitlin-mcmichael | #WTSFest
35. linkedin.com/in/kaitlinmcmichael | medium.com/@kaitlin-mcmichael | #WTSFest
36. linkedin.com/in/kaitlinmcmichael | medium.com/@kaitlin-mcmichael | #WTSFest
37. linkedin.com/in/kaitlinmcmichael | medium.com/@kaitlin-mcmichael | #WTSFest Use my correlation & volatility tool
38. linkedin.com/in/kaitlinmcmichael | medium.com/@kaitlin-mcmichael | #WTSFest
39. linkedin.com/in/kaitlinmcmichael | medium.com/@kaitlin-mcmichael | #WTSFest linkedin.com/in/kaitlinmcmichael medium.com/@kaitlin- mcmmichael If you’re not doing full funnel testing, you’re not doing your job Interviewing Kaitlin McMichael Connect with me on LinkedIn: linkedin.com/in/kaitlinmcmichael Follow my writing on Medium: medium.com/@kaitlin- mcmmichael Read my article on this topic of SEO testing: If you’re not doing full funnel testing, you’re not doing your job Read my WTS Interview Interviewing Kaitlin McMichael