How QA Testing for SEO Can Boost Your Traffic & Revenue

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How QA Testing for SEO Can
Boost Your Traffic & Revenue
Mark Munroe
#SEJWebinar
@markEmunroe

About Me
• Founder & CEO of SEORadar
• 15 years experience focused on technical SEO, large
dynamic enterprise-level sites
...

About John Strommen
• SEO Director for RentPath (ApartmentGuide,
Rentals.com, Rent.com)
• I will review their SEO QA proce...

#SEJWebinar
@markEmunroe
Why a focused QA process for SEO?

#SEJWebinar
@markEmunroe
Why Does This Stuff Happen?
1. SEO is vulnerable
2. Testing is difficult
3. Google is fast
We can...

#SEJWebinar
@markEmunroe
SEO Testing & monitoring at all stages of
development
Production
Staging
Development
Written specs

Who gets involved with pre-release QA testing for SEO in your
organization?
1. SEO Team
2. Product Manager
3. QA Team
4. E...

#SEJWebinar
@markEmunroe
How to get there!
Comprehensive Test Set
Comparison Testing
Automation
Change Monitoring
Webpage ...

#SEJWebinar
@markEmunroe
Some changes are sudden and catastrophic
…
• In this case, Ifly.com
accidentally placed a
noindex...

#SEJWebinar
@markEmunroe
How to catch this?
Browsing though
the source code
would be painful!

#SEJWebinar
@markEmunroe
Change Detection
ProductionStaging vs.
Noindex Index

#SEJWebinar
@markEmunroe
Free Chrome Extension
Production
Staging
Load the URLs
you want to
compare into tabs
and launch t...

#SEJWebinar
@markEmunroe
Structured Comparison
Quickly see
that the
detailed title
got wiped
out.

#SEJWebinar
@markEmunroe
Sudden and Devastating
• Lost all of their
non-branded
traffic and 95%
of their SEO
overnight.
• ...

#SEJWebinar
@markEmunroe
Free Chrome Extension
Get it here:
https://bit.ly/2EnvYUI
• This problem only would
have been cau...

#SEJWebinar
@markEmunroe
Other cases are more subtle …
• In this case, removing
navigation links resulted
in a steady decl...

#SEJWebinar
@markEmunroe
Comparison Report

What Website changes are you most concerned about.
1. Title changes, H1 changes and content (content de-optimization)
2. M...

#SEJWebinar
@markEmunroe
Most important changes to review

#SEJWebinar
@markEmunroe
Tip
Create all the elements that are critical for and your pages and
what pages to test. Use this...

#SEJWebinar
@markEmunroe
Tip
Don’t forget to test pages that you specifically do not want to get
indexed (pages with noind...

#SEJWebinar
@markEmunroe
Now what?
• 20 templates
• 200 key content pages
• Fifteen or more key
elements

#SEJWebinar
@markEmunroe
Testing Your Matrix
Page 1 Page 2 Page 3 ...
Title √ ? √
Meta Robots √ √ √
Canonicals √ √ √
…
1. ...

#SEJWebinar
@markEmunroe
Suppose: Website update planned with the
following hidden issues:
• Canonical tags disappearing o...

#SEJWebinar
@markEmunroe
Change Management Solution
• Highlight all changes you identify as critical/important and
provide...

#SEJWebinar
@markEmunroe
How to take it further?
Rentpath developed a process using
ScreamingFrog.

#SEJWebinar
@markEmunroe
ScreamingFrog
Crawl
Staging
Crawl
Production
XLS XLS
Final
Report
XLS
Macros

#SEJWebinar
@markEmunroe
Automation
Replaced the ScreamingFrog process
with a single click.

#SEJWebinar
@markEmunroe
Automation
• A single report of all
prioritized changes
that need to be
reviewed.
• The ability t...

#SEJWebinar
@markEmunroe
Change Details
• See the details.
• Update status if
action is required.

#SEJWebinar
@markEmunroe
Source code compare
• Drill down into source
code comparison if
necessary.
• Even compare keyword...

#SEJWebinar
@markEmunroe
Screenshot Compare

#SEJWebinar
@markEmunroe
RentPath Evolution

#SEJWebinar
@markEmunroe
@markEmunroeQ&A

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