split testing for seo - 9 months of learning
TRANSCRIPT
![Page 1: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/1.jpg)
@dom_woodman
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This talk is about split testing
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Money.
![Page 4: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/4.jpg)
Talked ourselves out of money
How to get the money back
![Page 5: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/5.jpg)
Talked ourselves out of money
How to get the money back
![Page 6: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/6.jpg)
How did we talk ourselves out of the
money?
![Page 7: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/7.jpg)
Part 1
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Not knowing things is scary
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?
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We’re paid experts, of course we should know
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3
Part 2
Fear
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SEO is hard to measure
![Page 18: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/18.jpg)
Before
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Before
After
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Not money. At least we’re on sessions
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Still not money. Now we’re on clicks.
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What on earth is search visibility?
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Seasonality
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Seasonality
Industry Demand
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Seasonality
Industry Demand
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Seasonality
Industry Demand
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Ranks
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Ranks
CTR estimates
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Ranks
CTR estimates
Handwaving
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No-one cares when the going is good
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Fear
Measurement
Part 3
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Part 3: SEO has become more individual
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More ranking factors
Which interact in more complex ways
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Fear
Measurement
Complexity
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So how does this all fit together
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So how does this all fit together
![Page 38: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/38.jpg)
So how does this all fit together
![Page 39: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/39.jpg)
So how does this all fit together
![Page 40: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/40.jpg)
So how does this all fit together
![Page 41: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/41.jpg)
So how does this all fit together
![Page 42: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/42.jpg)
So how does this all fit together
![Page 43: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/43.jpg)
So how does this all fit together
![Page 44: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/44.jpg)
So how does this all fit together
![Page 45: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/45.jpg)
So how does this all fit together
![Page 46: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/46.jpg)
So how does this all fit together
![Page 47: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/47.jpg)
So how does this all fit together
![Page 48: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/48.jpg)
So how does this all fit together
![Page 49: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/49.jpg)
So how does this all fit together
![Page 50: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/50.jpg)
So how does this all fit together
![Page 51: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/51.jpg)
So how does this all fit together
![Page 52: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/52.jpg)
So how does this all fit together
![Page 53: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/53.jpg)
So how does this all fit together
![Page 54: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/54.jpg)
SEO Manager: Jan 2016 - Jan 2017● SEO Manager at T-Shirts and Shorts. ● Completed 4 major projects. Reduced Dev
backlog.● Removed a penguin penalty. Regularly audited
backlinks. ● Organic traffic went up from 100K ~ 150K
What does my CV look like?
![Page 55: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/55.jpg)
SEO Manager: Jan 2016 - Jan 2017● SEO Manager at T-Shirts and Shorts. ● Completed 4 major projects. Reduced Dev
backlog.● Removed a penguin penalty. Regularly audited
backlinks.
What does my CV look like? -- If I’m unlucky
![Page 56: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/56.jpg)
Talked ourselves out of money
How to get the money back
![Page 57: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/57.jpg)
Stop making guesses about our results
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CRO and growth hacking are doing it
right
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![Page 60: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/60.jpg)
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Learning from split tests
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What does an SEO split test look like?
Control
Variant
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This is a traditional CRO test
Control
Variant
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I’m about to show you 2 graphs a lot. This is the first.
![Page 65: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/65.jpg)
Black is the variant, treat blue as the control
![Page 66: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/66.jpg)
In this case the blue line is higher, it’s a negative test
![Page 67: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/67.jpg)
This is the start date
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The second graph shows the total additional sessions
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The fans show margin of error
![Page 70: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/70.jpg)
The test is significant when the fan crosses 0
![Page 71: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/71.jpg)
In this case it happened here:
![Page 72: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/72.jpg)
Here they are together.
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1.Adding ALT tags2.Removing SEO category text
3.Using JS to show content4.Setting exact match title tags
5.Adding structured data
![Page 74: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/74.jpg)
1.Adding ALT tags2.Removing SEO category text
3.Using JS to show content4.Setting exact match title tags
5.Adding structured data
![Page 75: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/75.jpg)
Established wisdom would say ALT tags on images are good for SEO
![Page 76: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/76.jpg)
We found adding ALT tags to images had no effect
![Page 77: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/77.jpg)
1.Adding ALT tags2.Removing SEO category text
3.Using JS to show content4.Setting exact match title tags
5.Adding structured data
![Page 78: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/78.jpg)
How does SEO text on category pages perform?
![Page 79: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/79.jpg)
E-commerce site number 1 - No effect/negative effect
![Page 80: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/80.jpg)
E-commerce site number 2 ~ 3.1% increase in organic sessions
![Page 81: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/81.jpg)
1.Adding ALT tags2.Removing SEO category text
3.Using JS to show content4.Setting exact match title tags
5.Adding structured data
![Page 82: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/82.jpg)
We can render Javascript!
![Page 83: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/83.jpg)
What happens if your content is only visible with Javascript?
Javascript EnabledJavascript Disabled
![Page 84: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/84.jpg)
Making it visible increased organic sessions by ~ 6.2%
![Page 85: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/85.jpg)
1.Adding ALT tags2.Removing SEO category text
3.Using JS to show content4.Setting exact match title tags
5.Adding structured data
![Page 86: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/86.jpg)
Title tag before: Which TV should I buy? - ArgosTitle tag after: Which TV to buy? - Argos
What happens when you match title tags to the greatest search volume?
![Page 87: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/87.jpg)
Organic sessions decreased by an average of 8%
![Page 88: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/88.jpg)
1.Adding ALT tags2.Removing SEO category text
3.Using JS to show content4.Setting exact match title tags
5.Adding structured data
![Page 89: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/89.jpg)
Category pages have lots of images and not much text
![Page 90: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/90.jpg)
Adding structured data to category pages
![Page 91: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/91.jpg)
Organic sessions increased by 11%
![Page 92: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/92.jpg)
Running your own tests
![Page 93: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/93.jpg)
1.How much traffic do you need?
2.How long should you run a test for
3.What kind of things are easy to test?
4.How can you do all the maths?
![Page 94: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/94.jpg)
1.How much traffic do you need?
2.How long should you run a test for
3.What kind of things are easy to test?
4.How can you do all the maths?
![Page 95: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/95.jpg)
Average of 1,000 organic sessions per
day to your set of pages
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1.How much traffic do you need?
2.How long should you run a test for
3.What kind of things are easy to test?
4.How can you do all the maths?
![Page 97: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/97.jpg)
Typically takes 2 - 3 weeks to reach
significance.
![Page 98: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/98.jpg)
1.How much traffic do you need?
2.How long should you run a test for
3.What kind of things are easy to test?
4.How can you do all the maths?
![Page 99: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/99.jpg)
Anything where you’re making changes to a
page
![Page 100: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/100.jpg)
1.How much traffic do you need?
2.How long should you run a test for
3.What kind of things are easy to test?
4.How can you do all the maths?
![Page 101: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/101.jpg)
![Page 102: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/102.jpg)
distilled.net/diy-splittester
![Page 103: Split Testing for SEO - 9 Months of Learning](https://reader034.vdocuments.net/reader034/viewer/2022050613/58abf1611a28ab504e8b6749/html5/thumbnails/103.jpg)
bit.ly/testing-lessons