There are no hard and fast rules for SEO. Every niche is different and how Google understands changes in intentions based on several factors. To win searches, SEOs need to stop following trends and start doing more testing and research themselves. Here comes shared testing.
Why statistical SEO split testing is necessary:
The concept of A / B testing is nothing new to those in the digital marketing space. Over the years, tools like Hotjar, Google Optimize, and Crazy Egg have helped companies increase conversions. But all of these tools focus on what happens after a user lands on your site.
In SEO, our first goal is more organic traffic and visibility. We try to influence search results instead of our own websites. This puts us in a position where traditional A / B testing tools can’t help us.
As search becomes more semantic and contextual, we need to change our approach. What works in one niche may not affect the other. If we really want to find those winning strategies, we have to run our own experiments. If you want to learn more about how Semrush helps solve this complex problem, check out this article.
How does statistical split testing affect search engine optimization?
Performing your own experiments will unleash your creativity like no other. Instead of doing the same old tasks and wondering why you don’t see bigger gains, you become a resource that drives real results. Thus.
With shared testing, a search engine optimizer understands what a user and Google expect from a particular topic.
We see the concept of user intent everywhere today. It’s something like that Google themselves have been obsessed for some time. In the world of search marketing, for many, the question is, “How do we find purpose?”
When you run shared tests, you can reveal the purpose by testing the title tags to see what the user and Google prefer. Or you can test how page structure improves retention time and engagement and its impact on search. These two simple ideas could give you a deeper idea of what a user expects and what Google wants to deliver in SERP services.
Shared testing provides real-time feedback
Reading research done by others in the field is great, but real learning happens when you start practicing yourself. Shared testing gives you real-world feedback and helps you better understand what works and doesn’t work.
Shared testing helps guide and align strategies
Too many people focus on tactics instead of results. With so much competition in today’s industries today, we need to have tailored strategies based on results. With shared testing, you can focus only on things that allow you to explore your intended goals. Whether you’re inside the company or in the office, supporting your strategy with real data will increase the trust of outside stakeholders.
Understanding SEO A / B test results
So far, we’ve discussed the importance of SEO split testing and how it affects your SEO work. But what do you do with the actual results? Most people believe that the tests were successful only when their hypothesis proved to be correct. This is not a good place to start.
An objective scientific approach must be followed when testing a hypothesis. That is the only way we can reliably and accurately analyze the results.
For shared testing, all positive and negative tests are successful tests.
The goal of SEO split testing is to understand what works and what doesn’t. Easy and simple. Unfortunately, many SEO strategies are based on prejudice. We trust what we know to be true instead of relying on what the results say. This is difficult, I understand it, but when we push our egos aside, we release the ability to learn something new.
Positive and negative results are equally important
We recently conducted several shared tests with our client to find out what changes we could make to improve the content created by users of the site. They have millions of users who create tons of content indexed by search engines. While these pages generate traffic, we have less control over the content because it is user-generated. Fortunately, we were able to take advantage of SplitSignal to perform some tests.
In the first test, we decided to change the way the titles were marked on the page. The developers used H tags primarily for CSS formatting, but they were confused and did not provide the hierarchical structure to which the headers are intended to be used.
We assumed that by correcting this structure and changing the title tags, we would get better search results.
As you can see from the results, our hypothesis proved to be correct and led to better indexing and ranking on these pages.
Test 2 – Rearrange the content
With the success of Test 1, we wanted to see what else we can do on these pages to improve their results. This time, we decided to change the layout of the page and move some of the content.
There was a call-to-action in the box we moved, and we assumed that moving this box would increase engagement on the page and indirectly improve search performance.
The second test was clearly negative. So does that mean it was a failure? Not at all. Now we clearly know what not to do on this site. In fact, this test was more successful in many ways than the positive test we got # 1.
Without shared testing, you can end up taking big risks without understanding the consequences.
Implementation of results
The ultimate goal of the test should be action. We don’t use these simply out of curiosity. We also want to know what works. I’m a huge fan Pareto principle. This is a simple mathematical rule that roughly describes the law of distribution: “80% of the consequences come from 20% of the causes.” Testing allows you to apply this to your SEO work. You can reveal the 20% that produces the most results so you can focus more on it.
Another benefit is that you can stop what is not working. How many times have you done tasks that you thought you weren’t worth the effort, but still used them every day? Testing helps you prove what’s not working so you can focus only on the tasks that produce results. Time is the only resource that is really limited.
The only way to continually improve is to make testing a part of your culture. While it may take a little more time in advance, the results in the background are huge. As the search continues, you will have the skills and knowledge to stay ahead.
Are you ready to learn from your results, negative or positive? Take the free test with SplitSignal on your website. Learn more about it here.