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Enterprise seo - testing growth by Tony Tie

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Enterprise seo - testing growth by Tony Tie

  1. 1. By Tony Tie Welcome, I’m Tony.
  2. 2. This material and all course content is the proprietary intellectual property of Tony Tie. and may only be used by course participants or educators for educational purposes as authorized by Tony Tie. Any other use is unauthorized and unlawful. Approaches to Qualifying SEO Growth Prepared by Tony Tie Enterprise SEO Testing Growth Part 1
  3. 3. By Tony Tie Tiny Door Hinge That Swings Big Doors
  4. 4. By Tony Tie Metrics for Success
  5. 5. By Tony Tie CONTROL No Change VARIANT Change
  6. 6. By Tony Tie Segment Considerations ➔ Select similar category / page type ➔ Ensure splits have similar historical traffic ◆ Look back at last 90 days (further back the better) ◆ 150 pages may have the same traffic as 3000 pages ➔ Consider seasonality
  7. 7. By Tony Tie Testing For Traffic
  8. 8. By Tony Tie Ideal Report: Clean Data & Easy Read Test Launch
  9. 9. By Tony Tie ...Unfortunately Data Is Usually Messy Test Launch
  10. 10. By Tony Tie The Solution 1. Calculate The Delta Between Control & Enabled
  11. 11. By Tony Tie Control vs. Enabled Test Launch
  12. 12. By Tony Tie Calculate The Delta Test Launch
  13. 13. By Tony Tie The Solution 1. Calculate The Delta Between Control & Enabled 2. Average Out The Delta Difference
  14. 14. By Tony Tie Average Difference Test Launch
  15. 15. By Tony Tie The Solution 1. Calculate The Delta Between Control & Enabled 2. Average Out The Delta Difference 3. Calculate Difference
  16. 16. By Tony Tie Calculate Difference Test Launch +20k difference
  17. 17. By Tony Tie Test Conclusion Test Launch WINNER!
  18. 18. By Tony Tie Can be applied for a Pre/Post if proper page groupings are not possible
  19. 19. By Tony Tie Pre/Post Example POST PRE
  20. 20. By Tony Tie Applications for Test Pre/Post ➔ Single / Few Page ➔ Site Redesign / Large UX Update ➔ SERP Update ◆ Organic Algo ◆ New PPC Feature Split Testing ➔ Lots of Pages ➔ Incremental Page Interrations ◆ Working with Product/UX Team
  21. 21. By Tony Tie Other Considerations ➔ Start Measuring When Pages Are Cached ➔ Group Pages With Other Similar Metrics ◆ Bounce Rate, Time On Site, Conversion Rate ➔ Statistical Significance (+95% confidence) ◆ Chi-Squared ◆ P-Value ◆ NB: If groupings don’t have a lot of traffic, this may prolong testing period
  22. 22. By Tony Tie Part 2: We’ll talk about testing for CTR and SERP behavior
  23. 23. By Tony Tie Questions

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