SERPology

Hi SERPology subscribers! I recently gave a talk at brightonSEO San Diego called “SEO Testing Framework: Set Up Your SEO Test For Success.” For those of you who couldn’t attend in-person, I figured I would write up my key points and share them here along with my slides.

Defining SEO Testing

SEO testing is a strategic approach to understanding and improving website performance through methodical experimentation. Let's break down the key components of an effective SEO testing methodology.

Time-based Tests

What is time-based testing? You’re simply comparing the data before and after implementing a change.

Pros:

• Versatile and flexible

• No data minimum required

• Suitable for small websites and local businesses

Cons:

• Less accurate

• Difficult to account for external factors like algorithm updates

While you can’t account for external factors with time-based testing, this does not mean you should discount it. For websites with small datasets, this is the only form of testing that can work because A/B tests require lots of data.

While not perfect, it’s still a valid form of testing.

A/B or Split Tests

With A/B tests, you’ll be comparing a test group (group of pages where you make a change) against a control group (group of pages where you make no changes).

Pros:

• More accurate

• Better ability to account for external variables

Cons:

• Requires substantial data (about 30,000 organic sessions per month across hundreds of pages)

• Needs multiple similar pages (think product and travel pages)

• Challenging to reach statistical significance

Setting Up Your SEO Test

Follow these steps for both time-based and A/B tests:

1. Identify target URL(s)

2. Write a hypothesis

3. Set up your test and control groups (for A/B testing)

4. Define KPIs and time period

5. Implement the change

6. Analyze collected data

7. Document findings and next steps

Overcoming Client Hesitation

Convincing clients or stakeholders to invest in testing can be a challenge. As discussed in the previous newsletter, use a simple effort and impact matrix to prioritize quick wins—low-effort, high-impact changes that are easy to implement and show immediate results. Build trust with these wins, and you’ll open the door for larger projects in the future.

Documentation

Use a simple spreadsheet to log metrics such as clicks, impressions, and click-through rates before and after the test. Or, if budget allows for it, try out an SEO testing tool like SEOTesting.com or SearchPilot.

• Review the results to identify successful strategies that can be scaled

• Consider running additional tests based on insights gained from previous ones

• If the test was a success, could there be more optimizations done to improve the page more?

• If the results were neutral, does the test need to run longer?

Why Start Testing?

Testing isn’t just about chasing higher rankings—it’s about working smarter and avoiding costly mistakes. For example, let’s say you’re considering rolling out a site-wide change. Testing on a small group of pages first can save you from unintended consequences and help you refine your approach.

Start testing smarter, not harder—and finally have the data to back your recommendations.

Key Takeaways

• Anyone can start SEO testing, regardless of website size

• SEO testing doesn’t have to be groundbreaking to be impactful. Even simple changes can lead to meaningful results if you approach them systematically.

• Build client trust by starting with quick wins and addressing their priorities