SEO audits can even discover content gap opportunities or information architecture flaws.Īn SEO test is the process of tracking the results, since a change has been made. They may discover inconsistencies in your URI structure, pages that should be noindexed or have canonical URLs, images that are missing alt tags or have disproportionate file sizes. SEO site audits are valuable because they review the overall state of your website. Sitebulb is an excellent tool for doing SEO audits. Running a website change as an SEO test allows you to evaluate these ideas and see whether they work on your site and in the niche it sits. All these opinions may have worked in the past - but are they still applicable, and relevant to a site in your niche? Spend an hour on Twitter and you’ll get a hundred different opinions on what it takes to improve rankings in Google. Travel websites are likely to use different ranking factors to medical websites - and potentially completely different ranking algorithms. It has been reported that the Google search team are unsure of the weight of individual signals as machine learning has taken over judging which are the most important.ĭifferent niches are also evaluated against different criteria and factors. There are over 200 ranking factors the algorithms use, with machine learning working alongside these signals to try and show the best results it can for the user's individual query.
In fact there are multiple algorithms that are fed into other algorithms, that come together to produce an overall ranking of a page or website. Google’s ranking algorithm is a black box. SEO testing shows you what actually works. This brings us nicely to why we should be running SEO Tests… Why Run SEO Tests? This can be based on an individual page or section of a site over two time periods, a specific query, two separate groups of pages you run as a split test, or a group of pages you continually track to help you show your work is bearing fruit. We look at clicks, impressions, position, click through rate, and the number of queries ranked for. SEO testing is the process of measuring and evaluating the results of a change you make to a page or your site in relation to organic search traffic.Ĭomparisons of clicks and impressions for a test and control in an SEO test Ideas for test-driven SEO experiments you can try.
We’ll cover best practices, how to track results, and cover an extensive list of ideas for SEO experiments you could run.įinally we’ll walk you through how to setup an SEO test using. In this guide we will define what SEO testing is and describe valuable use cases. This allows you to pinpoint what is working, what isn’t working, and how the business should invest in it’s SEO strategy going forward. One way is implementing a test-driven SEO process of: How do you prove the work you are doing to a website is offering a return on investment by getting better rankings and more clicks from Google?
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