What we can learn from losing SEO tests

1. What we can learn from losing tests slideshare.net/willcritchlow @willcritchlow Will Critchlow SearchPilot

2. Have you ever…?

3. You cross over (Find an amazing keyword research insight)

4. Pull up (Modify titles and meta data to match search intent)

5. -27%

6. We’ll come back to this

7. Tweet me: @willcritchlow #BrightonSEO What about this?

8. Request a change / create a ticket

9. Engineering says it’ll take 18 months

10. ? I feel like a lot of SEO is asking “Will you come on an adventure?”

11. Tweet me: @willcritchlow #BrightonSEO Will you come on an adventure? We don’t know what works

12. Tweet me: @willcritchlow #BrightonSEO Will you come on an adventure? We don’t know what works But it’s OK because our recommendations don’t get implemented anyway

13. Tweet me: @willcritchlow #BrightonSEO Men wanted for hazardous journey. Low wages, bitter cold, long hours of complete darkness. Safe return doubtful. Honour and recognition in event of success. Ernest Shackleton

14. Tweet me: @willcritchlow #BrightonSEO What if there were a better way?

15. Tweet me: @willcritchlow #BrightonSEO What’s the benefit of SEO testing?

16. SEO testing means you can tie individual on-site changes to organic search performance (reference).

17. SEO testing means you can tie individual on-site changes to organic search performance (reference).

18. SEO testing means you can tie individual on-site changes to organic search performance (reference). +14% organic traffic

19. Tweet me: @willcritchlow #BrightonSEO How are we running these tests?

20. Tweet me: @willcritchlow #BrightonSEO Flights NYC Search LA Search Seattle Search Austin Search Boston Search Dallas Search Find a group of pages using the same template

21. Tweet me: @willcritchlow #BrightonSEO Create a hypothesis you want to test {{City}} Flights Search {{City}} Flights Search Current template Proposed template

22. Tweet me: @willcritchlow #BrightonSEO SearchPilot creates test buckets Dallas Flights Search Austin Flights Search Boston Flights Search NYC Flights Search LA Flights Search Seattle Flights Search Control Pages Variant Pages Dallas Flights Search Austin Flights Search Boston Flights Search NYC Flights Search LA Flights Search Seattle Flights Search

23. Tweet me: @willcritchlow #BrightonSEO Flights NYC Search LA Search Seattle Search Austin Flights Search Boston Flights Search Dallas Flights Search SearchPilot applies changes to the variant pages Austin Search Boston Search Dallas Search

24. Tweet me: @willcritchlow #BrightonSEO Flights NYC Search LA Search Seattle Search Austin Search Boston Search Dallas Search SearchPilot applies changes to the variant pages

25. Tweet me: @willcritchlow #BrightonSEO Search engine A/B testing is different from user A/B testing Key point

26. Tweet me: @willcritchlow #BrightonSEO A B A B A B A B A B A B Splitting pages not users SEO Testing VS User Testing

27. Tweet me: @willcritchlow #BrightonSEO Conversion rate optimisation focuses on converting more of your existing traffic (bottom of the funnel) Conversion Rate Optimisation

28. Tweet me: @willcritchlow #BrightonSEO Search engine optimisation focuses on getting additional traffic to your website (top of funnel) Conversion Rate Optimisation Search Engine Optimisation

29. Tweet me: @willcritchlow #BrightonSEO Full funnel testing combines these approaches to do both at the same time Full Funnel Testing

30. Tweet me: @willcritchlow #BrightonSEO

31. Tweet me: @willcritchlow #BrightonSEO Let’s talk business cases

32. Tweet me: @willcritchlow #BrightonSEO Obvious benefits! Positive

33. Tweet me: @willcritchlow #BrightonSEO Avoid losing changes Negative

34. Tweet me: @willcritchlow #BrightonSEO Save time and money No benefit

38. Tweet me: @willcritchlow #BrightonSEO Save time and money No benefit Avoid losing changes Negative ← we’re going to talk about these cases

39. Tweet me: @willcritchlow #BrightonSEO Negative tests

40. Tweet me: @willcritchlow #BrightonSEO #1 Titles!

43. Tweet me: @willcritchlow #BrightonSEO Video and slides here

44. Tweet me: @willcritchlow #BrightonSEO #2 Removing terrible(*) content (*) not terrible, apparently

45. {{City}} Flights Search {{City}} Flights Search Control Variant That text looks like it’s just for SEO. What if we remove it?

46. “I would think about what you can do to make those pages rank well without having to put a giant paragraph of content below the page.” – John Mueller, Google

47. -4% organic traffic

48. Read the full “removing SEO text” case study here

49. Tweet me: @willcritchlow #BrightonSEO #3 Adding timely offers

50. You cross over (Find an amazing keyword research insight)

51. People modify their searches with “Easter” (travel deals / flights)

52. -14% -11% Why?!

53. Read the full “Easter” case study here

54. Tweet me: @willcritchlow #BrightonSEO #4 Avoiding terrible(*) auto- generated snippets (*) not terrible, apparently

57. -3% Why?! Read the full Google meta description rewriting case study

58. Tweet me: @willcritchlow #BrightonSEO Inconclusive tests

59. Tweet me: @willcritchlow #BrightonSEO Alt attributes #1

63. Tweet me: @willcritchlow #BrightonSEO Read the full ALT attributes case study here

64. Tweet me: @willcritchlow #BrightonSEO E-A-T & authorship #2

65. Tweet me: @willcritchlow #BrightonSEO E-A-T has been on our minds recently (ahem, “helpful” content)

66. Tweet me: @willcritchlow #BrightonSEO You might get “Authorship” recommendations

69. Tweet me: @willcritchlow #BrightonSEO So be cautious if anyone says “we just need to add some authorship signals to this page”

70. Tweet me: @willcritchlow #BrightonSEO Read the full authorship and E-A-T case study here

71. ACTION: get access to all our test results: www.searchpilot.com/newsletter

72. SEO testing

73. Full funnel SEO testing

74. Testing cadence Full funnel SEO testing

75. Testing cadence Full funnel SEO testing Executives Marketing leaders Marketing team

76. Testing cadence Full funnel SEO testing

77. We are celebrating test momentum and cadence

78. & winning tests new pages Modern on- site SEO should cut out untested changes and focus on:

79. https://bit.ly/BrightonMoneyball

80. Things to DO

81. For everyone - including agencies and smaller websites www.searchpilot.com/newsletter

82. Things to DO For those of you who work in the SEO equivalent of the NBA:

83. Get me to speak to your whole team for free

84. Tweet me: @willcritchlow #BrightonSEO Thanks! Follow @SearchPilot to take part in polls Get on the email list at www.searchpilot.com Ask me questions: @willcritchlow

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