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A YEAR OF SEO SPLIT
TESTING CHANGED
HOW I THOUGHT
SEO WORKED
@dom_woodman
SearchLove London 2018 - Dom Woodman - A year of SEO split testing changed how I thought SEO worked
SearchLove London 2018 - Dom Woodman - A year of SEO split testing changed how I thought SEO worked
Hmm that did
nothing
Crushing
failure
Ooh traffic went up
SearchLove London 2018 - Dom Woodman - A year of SEO split testing changed how I thought SEO worked
All those links I’m building.
SearchLove London 2018 - Dom Woodman - A year of SEO split testing changed how I thought SEO worked
Hmm that did
nothing
Crushing
failure
Ooh traffic went up
SearchLove London 2018 - Dom Woodman - A year of SEO split testing changed how I thought SEO worked
SearchLove London 2018 - Dom Woodman - A year of SEO split testing changed how I thought SEO worked
SearchLove London 2018 - Dom Woodman - A year of SEO split testing changed how I thought SEO worked
SearchLove London 2018 - Dom Woodman - A year of SEO split testing changed how I thought SEO worked
SearchLove London 2018 - Dom Woodman - A year of SEO split testing changed how I thought SEO worked
How does SEO testing
work & what do you need?
Getting started & learning
how to think about testing
More than you wanted to know
about titles and metas.
Testing resource
heavy investments
Structured data &
dangerous assumptions
Risky business...
How testing changes
relationships
Conclusions
How does SEO testing
work & what do you need?
SEO split testing is template basedHere’s our example website
Home
Animals
Cats Dogs Unicorns Badgers
CatsCats
We want to test two templates for our animals pages
Cats Dogs Unicorns Badgers
CRO test - Different users, see different templates on the same pages
1
Cats Dogs Unicorns Badgers
CRO test - Different users, see different templates on the same pages
1
2
Cats BadgersDogs Unicorns
Cats Dogs
SEO test - different users see the same templates on different pages
1
2
Cats Dogs
Cats Dogs
Cats Dogs Unicorns Badgers
SEO test - different users see the same templates on different pages
1
2
Cats Dogs Unicorns Badgers
Cats Dogs Unicorns Badgers
Then we measure the change in traffic, e.g. 3% daily increase
SearchLove London 2018 - Dom Woodman - A year of SEO split testing changed how I thought SEO worked
LIABILITY
SearchLove London 2018 - Dom Woodman - A year of SEO split testing changed how I thought SEO worked
SearchLove London 2018 - Dom Woodman - A year of SEO split testing changed how I thought SEO worked
SearchLove London 2018 - Dom Woodman - A year of SEO split testing changed how I thought SEO worked
SearchLove London 2018 - Dom Woodman - A year of SEO split testing changed how I thought SEO worked
Rank
Search visibility
SearchLove London 2018 - Dom Woodman - A year of SEO split testing changed how I thought SEO worked
SearchLove London 2018 - Dom Woodman - A year of SEO split testing changed how I thought SEO worked
Total additional sessions
The fans show margin of error
The test is significant when the shaded area crosses 0
In this case it happened here:
SearchLove London 2018 - Dom Woodman - A year of SEO split testing changed how I thought SEO worked
SearchLove London 2018 - Dom Woodman - A year of SEO split testing changed how I thought SEO worked
SearchLove London 2018 - Dom Woodman - A year of SEO split testing changed how I thought SEO worked
There are two
graphs.
SearchLove London 2018 - Dom Woodman - A year of SEO split testing changed how I thought SEO worked
SearchLove London 2018 - Dom Woodman - A year of SEO split testing changed how I thought SEO worked
Control Variant
Black is organic traffic for the variant
Start date for the test
Take all the data to left and use that to make the model
The model of the variant is the blue line
We overlay them
Compare the model to the variant after the start date
In this case the black line is higher, it’s a positive test
A good model, fits with the variant before the start date
However this was my model. They don’t fit well.
How much traffic do you
need for SEO split testing?
Rule of thumb: you need roughly 1000 organic sessions a day to
the group of pages you’re testing.
@dom_woodman
That model you
just saw, only had
~60 sessions a day.
Getting started & learning
how to think about testing
1
SearchLove London 2018 - Dom Woodman - A year of SEO split testing changed how I thought SEO worked
SearchLove London 2018 - Dom Woodman - A year of SEO split testing changed how I thought SEO worked
SearchLove London 2018 - Dom Woodman - A year of SEO split testing changed how I thought SEO worked
Some fluctuation but null.
SearchLove London 2018 - Dom Woodman - A year of SEO split testing changed how I thought SEO worked
2
Before
After
10.8% decrease
SearchLove London 2018 - Dom Woodman - A year of SEO split testing changed how I thought SEO worked
3
SearchLove London 2018 - Dom Woodman - A year of SEO split testing changed how I thought SEO worked
<img src="product1.jpg" alt="Home 6 Piece Towel Bale - Geo Grey /
Zest">
A model so perfectly null I thought I had forgotten to launch it
SearchLove London 2018 - Dom Woodman - A year of SEO split testing changed how I thought SEO worked
4&5
Thought leader.
PHD in AI.
Unbearably smug.
SearchLove London 2018 - Dom Woodman - A year of SEO split testing changed how I thought SEO worked
Before:
After:
A stunning 27% drop.
SearchLove London 2018 - Dom Woodman - A year of SEO split testing changed how I thought SEO worked
A 20% drop.
Can’t write
titles for shit.
Get a testing framework
You need to be able to iterate and learn from tests. Having a
shared framework, will help with this.
@dom_woodman
You don’t need the why
Knowing the why is great (find it if you can), but you don’t need
it to take action.
@dom_woodman
More than you wanted to know
about titles and metas.
6
16
1. Reviews
2. Safety Information
Before
After
10% drop
7
SearchLove London 2018 - Dom Woodman - A year of SEO split testing changed how I thought SEO worked
Before
After
14.7% drop
Fast forward… more
tests happen.
Title tests usually change
traffic between ~5 - 15%
This stayed equivalent across site size and industry.
@dom_woodman
56% of all title tag
changes were negative
Around 37% were null and only 6% were actually positive. It’s really
hard to write a good title.
@dom_woodman
Writing titles
is just really
really hard.
You can’t stop testing
titles.
Titles exist in the context of the rest of a SERP, when everyone
copies your good title format (and they will) you’ll have to mix it
up again.
@dom_woodman
Title/meta effects typically
appear in 2-4 days.
It’s also easy to validate the changes have been picked up
because you can scrape it from the SERPS.
@dom_woodman
Heavy investment
SEO changes
8
We can render Javascript!
Javascript EnabledJavascript Disabled
Control
Javascript EnabledJavascript Disabled
Variant
6.2% increase.
5% increase
Visible content on the
initial page load matters
Although there is a lot subtlety to how Google renders JS, we
haven’t covered here.
@dom_woodman
9
SearchLove London 2018 - Dom Woodman - A year of SEO split testing changed how I thought SEO worked
No effect/negative effect
Increase of 3.1%
SEO content sometimes
helps… :(
Damn it.
@dom_woodman
The same changes have
different effects on
different sites.
This is the big one. There really isn’t best practice.
@dom_woodman
(Assuming it was topically similar). We’ve saved clients a lot of
money, by showing they could reduce content without an effect.
Reducing content on
non-article pages was
often null.
@dom_woodman
Structured data &
dangerous assumptions
10
SearchLove London 2018 - Dom Woodman - A year of SEO split testing changed how I thought SEO worked
SearchLove London 2018 - Dom Woodman - A year of SEO split testing changed how I thought SEO worked
Adding structured data to category pages
Increase of 11%
11
Increase of 11%
$$$$$$ - 150K additional
sessions a month.
How did your last year go?
SearchLove London 2018 - Dom Woodman - A year of SEO split testing changed how I thought SEO worked
12, 13,
14
SearchLove London 2018 - Dom Woodman - A year of SEO split testing changed how I thought SEO worked
Null.
Null.
Null.
The same changes have
different effects on
different sites.
This is the big one. There really isn’t best practice.
@dom_woodman
The same changes have
different effects on
different sites.
This is the big one. There really isn’t best practice.
@dom_woodman
THIS TIME I
ACTUALLY
LEARNED IT
Structured data has an
effect outside of rich
snippets
Occasionally we got big 10-15% wins on important templates, it
varied wildly and was mostly null (never negative).
@dom_woodman
Periodically re-challenge
your beliefs
I was lucky to test a successful site first. In a different order, I
might’ve given up on my hypothesis, before finding the right site.
@dom_woodman
15
SearchLove London 2018 - Dom Woodman - A year of SEO split testing changed how I thought SEO worked
Increase of 16%
16
SearchLove London 2018 - Dom Woodman - A year of SEO split testing changed how I thought SEO worked
5 star
much value
very marketer
so dollars
SearchLove London 2018 - Dom Woodman - A year of SEO split testing changed how I thought SEO worked
0.0% change. Again impressively null.
If you don’t have intent,
bells and whistles fail.
5 star rich snippets increased traffic by 16% on the right site with the
right intent. When the intent wasn’t there, they appeared, but did
nothing.
@dom_woodman
Risky business...
SearchLove London 2018 - Dom Woodman - A year of SEO split testing changed how I thought SEO worked
17
SearchLove London 2018 - Dom Woodman - A year of SEO split testing changed how I thought SEO worked
SearchLove London 2018 - Dom Woodman - A year of SEO split testing changed how I thought SEO worked
<time itemprop="dateModified" datetime="{{date}}">
Updated on: {{date}}
</time>
8% increase
Freshness does matter.
But I wouldn’t recommend faking last modified dates...
@dom_woodman
Agile testing can help
you take larger risks.
If you can measure and quickly roll out/roll back a test, you can try
things you might not normally feel comfortable doing.
@dom_woodman
How testing changes
relationships
18
BUSINESS
Synergy
Dynamic
SearchLove London 2018 - Dom Woodman - A year of SEO split testing changed how I thought SEO worked
SearchLove London 2018 - Dom Woodman - A year of SEO split testing changed how I thought SEO worked
SearchLove London 2018 - Dom Woodman - A year of SEO split testing changed how I thought SEO worked
Increase of 12%
Increase of 12%
Null. Go figure.
You don’t need to argue,
when you can test.
When you have solid testing framework and can build things quickly
and easily, testing is easier than arguing and removes arguments
from a relationship.
@dom_woodman
SearchLove London 2018 - Dom Woodman - A year of SEO split testing changed how I thought SEO worked
SearchLove London 2018 - Dom Woodman - A year of SEO split testing changed how I thought SEO worked
Also null.
SearchLove London 2018 - Dom Woodman - A year of SEO split testing changed how I thought SEO worked
Happiness isn’t just up
and to the right
Instead the focus turns to other metrics like how many tests are we
running, how can we improve the testing process.
@dom_woodman
A negative test you rolled
back is a bullet dodged
Negative tests feel like wasted time. Once you realise without
testing you probably would’ve rolled out, it feels a lot better.
@dom_woodman
You’re about to be
forced out of silos.
You’re going to need to coordinate and work tightly with product
and QA teams if you’re not already.
@dom_woodman
Conclusions
Hmm that did
nothing
Crushing
failure
Ooh traffic went up
The same changes have
different effects on
different sites.
Really can’t emphasize this one enough.
@dom_woodman
Get a testing framework.
Most tests fail or are null.
Having a framework will help you move faster and find those wins.
@dom_woodman
Testing will improve your
relationships.
You’ll have to spend less time arguing and it creates a culture of
curiosity.
@dom_woodman
Periodically re-challenge
your beliefs
You probably have some beliefs about what works or doesn’t work
which are wrong from blind chance. Re-test them.
@dom_woodman
Making changes to sections of pages
on templates
● Making SEO changes with tag
manager
● Cloud flare edge workers
● DistilledODN
General useful posts on testing
frameworks & velocity
● Hypothesis framework
● Running a weekly growth meeting
Do it yourself
How does split testing work?
● How does SEO split testing work?
Examples
● Pinterest - Demystifying SEO with
experiments
● Etsy - SEO title tag testing
Measuring SEO split tests
● Google’s original causal impact
paper
● A DIY tool for measuring SEO split
tests
● A walkthrough of the R Causal
Impact library
bit.ly/distilled-odn
@dom_woodman

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