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SEO Testing Framework: Set Up Your SEO Test for Success Celeste Gonzalez RicketyRoo Speakerdeck.com/celestelili @celestelili @CelestexLili

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What is SEO Testing? An SEO test is the process of optimizing parts of a site and measuring the impact of these changes, usually using metrics such as clicks, impressions, CTR, etc.

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Anyone Can Start Testing

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2 Types of SEO Testing 1 Time-based 2 A/B

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Time-based tests Tests that compare datasets before and after a change.

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Pros of Time-Based Tests Versatile No data minimum Flexibility

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Cons of Time-Based Tests Accuracy Accounting for external factors

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A/B or Split tests Having a test group and a control group of URLs that you compare against each other and measure the data before and after the change was implemented.

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Pros of A/B Tests Accuracy Ability to account for outside variables

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Cons of A/B Tests Lots of data needed Lots of similar pages needed Reaching statistical significance

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Coming Up With Test Ideas

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Test Ideas Meta Data Content Refresh Technical Changes Internal Linking Featured Snippets Page Layout Changes

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Getting Client Buy-in

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Effort and Impact Matrix

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Know Your Client Pick and choose your battles Propose something they will likely say yes to Get your first yes and prove yourself

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Let's Set Up Some Tests

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Time-based Test Set Up Identify the target URL(s) Write hypothesis Define KPIs and time period Analyze the collecte d data Document findings + next steps

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Time-based Test Set Up Identify the target URL(s) Write hypothesis Define KPIs and time period Analyze the collecte d data Document findings + next steps

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Time-based Test Set Up Identify the target URL(s) Write hypothesis Define KPIs and time period Analyze the collecte d data Document findings + next steps

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Time-based Test Set Up Identify the target URL(s) Write hypothesis Define KPIs and time period Analyze the collecte d data Document findings + next steps

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Time-based Test Set Up Identify the target URL(s) Write hypothesis Define KPIs and time period Analyze the collecte d data Document findings + next steps

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Example Time-based Test Hypothesis: We believe that adding the location to a title tag will help improve rankings and traffic. Data Collection: Compare Google Search Console data (specifically CTR) before and after the change. Time period: 2-4 weeks before and after the change.

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A/B or Split Test Set Up Identify the target URLs Write hypothesis Set up A and B groups Define KPIs and time period Analyze the collecte d data Document findings + next steps

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A/B or Split Test Set Up Identify the target URLs Write hypothesis Set up A and B groups Define KPIs and time period Analyze the collecte d data Document findings + next steps

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A/B or Split Test Set Up Identify the target URLs Write hypothesis Set up A and B groups Define KPIs and time period Analyze the collecte d data Document findings + next steps

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A/B or Split Test Set Up Identify the target URLs Write hypothesis Set up A and B groups Define KPIs and time period Analyze the collecte d data Document findings + next steps

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A/B or Split Test Set Up Identify the target URLs Write hypothesis Set up A and B groups Define KPIs and time period Analyze the collecte d data Document findings + next steps

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A/B or Split Test Set Up Identify the target URLs Write hypothesis Set up A and B groups Define KPIs and time period Analyze the collecte d data Document findings + next steps

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Example A/B Test Hypothesis: We believe that adding “Free Shipping” to title tags will help improve CTR. Set Up A and B Test Groups: Split up product pages into a test and control group. Data Collection: Compare Google Search Console data (specifically CTR) before and after the change. Time period: 2-4 weeks before and after the change.

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Documentation Spreadsheet

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Analyze Test Results

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Results Did the test have positive, negative, or inconclusive results? Are there further optimizations to be done?

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Key Takeaways

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SEO Testing: Your Competitive Advantage

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Find out what works and what doesn't before it turns into a costly mistake

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Your test ideas don't have to be groundbreaking

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Time-based testing is still useful, even though it's not "perfect"

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Thank you! @CelestexLili @celestelili Speakerdeck.com/celestelili

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