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"