SEO Testing and Experimentation: How to be More Data-Driven with your SEO

Ryan Jones | SEOTesting | @RyanJonesSEO SEO Testing & Experimentation Workshop
Zagreb SEO Summit 2025
SEO Testing
And Experimentation
How to be more data-driven with your SEO.

Zagreb SEO Summit 2025
Hi, I’m Ryan! 󰗝
Marketing Manager @ SEOTesting
Entering a Decade in SEO / Digital Marketing
International Speaker (Thanks to Zagreb) 😉
Lover of All Things Sports 🏈
Obsessed with The Big Bang Theory (Sorry Not Sorry)

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What We’ll Cover
01
What is SEO
Testing?
02
Why Does
Testing Matter?
03
Types of SEO
Tests Available
04
How to Run an
SEO Test

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That’s Not All
05
What Things to
Run Tests On
06
Real SEO Test
Examples
07
SEO Testing
Tools
08
Additional Time
for a Q&A

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I work for an SEO testing tool.
I’ve run hundreds of SEO tests on different sites.
I work closely with SEOs to understand what works.
I regularly speak and write on SEO testing topics.

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Who Can Beneﬁt from
SEO Testing?

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Anyone working on
in-house SEO for
companies.
Anyone doing
agency-side SEO for
clients.
Anyone doing SEO for
their own business’
website.
Anyone who wants to
see the impact of
their SEO changes.

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What is SEO
Testing?

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Find something on a
website that we’re not
happy with.
Change something on
the page like text,
links, images, etc.
Measure the results
based on the metrics
we wanted improving.

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Analyze The
Results
Use all the data collected to
analyze your results and work
out whether your test was
successful, a failure, or
statistically insigniﬁcant.
Step 5
Run The
Test
Run the test for a set period
of time. Enough time to
create a statistically
signiﬁcant result is
preferable.
Step 4
Choose Suitable
Pages
This will depend on the test
type that you have chosen. In
some cases you will work with
one page, and other times you
will work with multiple.
Step 3
Select Your
Test Type
Based on your hypothesis,
choose the type of SEO test
you are going to run.
Step 2
Form Your
Hypothesis
Come up with a “plan of
action” for your upcoming
SEO test based on what you
want to improve and how you
are going to do it.
Step 1

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Track the performance of
those changes via SEO tests.
Track Performance
Make changes to your site
based on hypotheses.
Make Changes
Based on the results, roll out
to the wider site, iterate, or
roll back.
Roll Out, Iterate, or Roll
Back
Analyze whether those tests
worked or if they didn’t work.
Analyze Results

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SEO Testing vs.
CRO Testing

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SEO Testing is Not CRO
Testing

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Is There Any
Overlap?

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Shared Testing Approach
SEO Testing CRO Testing
Can Impact SEO Metrics
Changing for Users
Can Impact CRO Metrics
Changing for Google

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Where SEO Testing Fits
Into SEO Strategy

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SEO Testing Is Part of a
Complete SEO Strategy

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Content Creation
Write and publish
content like blog
posts, feature pages,
PDPs, PLPs, etc.
SEO Testing
Testing various things
across your site based
on SEO metrics to
improve your results.
Iteration & Scaling
Using SEO test data to
inform strategy going
forward, or roll out
changes to more
areas.
Tech Foundation
Making sure Google
and other search
engines can crawl,
index and understand.
Keyword Research
Find what your
audience searches for.
Build topic lists to
target.

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Actually, I might have
lied a little bit there…

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Content Creation
Write and publish
content like blog
PDPs, PLPs, etc.
Iteration & Scaling
changes to more
areas.
Tech Foundation
Making sure Google
and other search
engines can crawl,
Keyword Research
Find what your
target.

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Content Creation
Write and publish
content like blog
PDPs, PLPs, etc.
Iteration & Scaling
changes to more
areas.
Tech Foundation
Making sure Google
and other search
engines can crawl,
Keyword Research
Find what your
target.
Test results can be
used to inform
strategy and
scaling-up work going
forward.
SEO tests can help you
decide what content
types work best for
different target
keywords.
Some keywords/topics
are easier to rank for.
SEO tests can help you
choose targets.
Use SEO test results
to inform your tech
stack going forward.
Some CMS will work
better than others.

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Stop Guessing.
Start Learning.

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You don’t know what works until you test.
Google updates change what works.
Testing helps you stay ahead of competitors.
It removes guesswork from your workﬂow.
The SEO Testing
Cycle
Measure the results of that test.
02
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03
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.

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Testing Helps You
Focus

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- Testing allows you to ﬁnd the changes that move the needle.
- You can avoid wasting time on low-impact SEO tasks for your site.
- Build “proof” before scaling changes and rolling them out.
- Great for justifying changes to teams/stakeholders/clients.

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Why does SEO testing
matter?

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01
Figure Out What
Works
02
Show the
Impact of SEO
03
Remove Wasted
Time
04
Stop SEO
Disasters

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01
Prove Concepts
with SEO Tests
02
Remove “It
Depends”
03
Drip Feed Good
News
04
Show ROI of
SEO

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Using SEO Tests to
Figure Out What Works

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What Does “What Works” Mean in SEO?
- More Clicks
- Better Rankings
- On-Page Metric Improvements
- More Conversions

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Use SEO Tests to Prove Value
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02
01
Use data to back up
changes.
03
Test ideas and measure real
results.
02
Don’t rely on best practices.
01
Instead, use tests to
validate your own ideas.
Test results can be used to
inform your own strategy
going forward.
Use successful tests to get
buy-in for other work.

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Common SEO Questions to Test
- Will adding internal links improve traffic to target pages?
- Will adding FAQ schema help us rank for more keywords?
- Does updating old content help us improve traffic?
- Does our new meta template increase CTR?

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Let’s Look at an Example Test:

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Will Adding Video
Schema Have an
Impact?

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Pages Without
Video Schema
Added
Pages With
Video Schema
Added

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What Success Looks Like
- More Impressions or Clicks
- Higher Position for Key Terms
- Better Click-Through Rates
- Longer Time Spent on Key Pages

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What If There’s No Improvement?
- Failed Tests Are Still Wins
- Informs Strategy Going Forward
- Use Failed Tests to Plan for Better Changes

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Build a Library of Learnings
Test Type Test Description Test Status Test Result
Split Test New PLP Design Complete +20% Organic Traffic
Time-Based Test Adding Internal Links Complete +50% Organic Traffic
Split Test New PDP Design Complete 20% Improvement to
Engagement Rate
Time-Based Test Improving Page Speed Complete 45% Increase in Conversion
Rate

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Showing the Impact SEO
Has on a Website

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Why Showing Impact Matters
SEO takes time to
implement and start
bringing in
meaningful results.
SEO “wins” are often
hidden from key
stakeholders within
the business.
SEOs need to
constantly prove their
value to clients/key
stakeholders.

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Who You’re Showing Impact To
Clients Managers Founders Other Teams

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What They Care About
What Key Stakeholders Care About What They Don’t Care About
Business Results Organic Traffic
Leads or Sales Impacts Impressions
Return on Investment Click-Through Rate
Overall Traffic Growth On-Page Metrics (with Exceptions)

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Tie SEO Metrics to Business Goals
Clicks
Rankings
Indexed Pages
Page Speed
Leads
Traffic
Visibility
Conversion Rates

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Use SEO Tests to Tell Stories
1
We Found a Problem
“We realised that 20% of
our blog content was out of
date. This is content that
cost us $26,000 to create.
Now it is sat there not
generating any return on
investment.”
We Ideated a Solution
“We thought about
refreshing half of that
content, spending $3,000,
to see if this generates a
meaningful ROI from the
older content.”
2
We Ran a Test
“We refreshed 50% of the
outdated content, leaving
the other 50% unchanged
as a control group.”
3
We Saw Massive Gains!
“The refreshed content
generated an additional
55,000 clicks, generating
an additional $14,000 in
revenue.”
4

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Save Time: Something
SEOs Need

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How SEO Testing Saves Time
- You stop guessing.
- You focus only on what works.
- You avoid wasting time on weak ideas.

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Cut Time Spent on Low-Impact Work
Low-Impact High-Impact
Creating New Content Backlink Acquisition
Improving Page Speed Content Refreshes
Optimizing Meta Descriptions Adding Structured Data Where Applicable
Image Optimization Improving Internal Linking & Site Structure

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Prioritize the Right Changes
Adding Internal Links
Updating Title Tags
Adding Structured Data
Improving Headers
Refreshing Content
New Landing Pages
Improve Site Structure
Programmatic SEO
Fixing Broken Links
Adding Alt Tags
Site Redesigns
Meta Description Rewrites
Translating Content
High Effort
High
Impact
Low
Impact
Low Effort

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Build a Bank of Proven Wins
- Reuse winning tests across the site.
- No need to start from scratch each time.
- Scale what works faster.

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Stop Chasing Trends

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While a tactic works,
repeat it across your site.
Reuse Working Tactics
Use SEO test results to ﬁnd
the tactics that work for
your site.
Find What Works
Repeat until those tactics
stop working or reduce in
effectiveness.
Repeat

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Stop SEO
Disasters

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Why SEO Disasters Happen
Big changes go live on
a website without
prior testing.
Development teams
sometimes move fast
and push changes
without informing
other teams.
Nobody checks on the
impact of a page/site
change until traffic
tanks.

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What an SEO Disaster Looks Like
- Important pages drop off the SERPs.
- Rankings collapse.
- Traffic tanks overnight.
- Leads and sales dry up.

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SEO Testing as a Safety Net
SEO Test
Complete
SEO Test
Complete
Roll Out to
Wider Site
Revert
Back

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Build Trust Through Safe Testing
Who What They Worry About How Testing Builds Trust
SEO Managers Traffic drops from untested changes. Testing shows what’s safe to roll out.
Developers Code changes breaking SEO. Tests conﬁrm changes won’t hurt
rankings.
Content Teams New copy hurting performance. Testing proves if updates help or hurt.
Marketing Leaders Wasting time or budget on SEO. Data shows which work drives the best
results.
Executives / Founders Risk to leads and revenue. Testing reduces risk and shows business
impact.

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Prove Concepts with
SEO Tests (Or Disprove)

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Why Prove Concepts?
- SEO advice is, literally, everywhere.
- Not all of it will work for your site.
- Testing separates theory from truth.

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How Testing Proves or Disproves a Concept
Take a
group of
pages.
Make One
Clear Change
Measure
Change Over
Time

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Testing a Concept
Concept: Adding FAQ Schema Boosts Clicks
Test: Add FAQ Schema to 10% of Blog Posts
Result: Clicks to Test Pages Rose 12%
Lesson: Concept Conﬁrmed. Scale the Change

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Remove “It Depends”
from Our Vocabulary

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SEO Question Usual Answer Test-Based Answer
Should we add more internal links? “It depends.” “Yes. Test pages saw 15% more clicks.”
Does FAQ schema improve
performance?
“It depends.” “Yes. CTR increased by 3% on 10
pages.”
Should we merge similar blog posts into
one comprehensive piece of content?
“It depends.” “No. Merged content lost rankings on all
tests.”
Will changing title tags help? “It depends.” “Yes. Rank went from 9 to 4 after
change.”
Should we prune low-traffic pages? “It depends.” “Yes. Sitewide traffic rose 10% after
test.”

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Drip Feed Good News to
Stakeholders

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Why Drip Feed SEO Wins?
- SEO results often take time.
- Big wins can be pretty rare.
- Sharing small wins helps build trust and momentum.

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What to Share (And When)
Type of Update When to Share Example
Small Test Wins Weekly or Bi-Weekly Title Update = +18% Clicks
Completed Test Summary End of Each Test Content Update Boosted Rankings by 3
Positions
Failed Test with a Lesson Monthly or Quarterly Removing FAQ Schema Dropped CTR.
Reverted.
Grouped Insights from Tests Quarterly Internal Links and Schema Gave Best
Results

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How It Helps
- Keeps stakeholders informed.
- Builds conﬁdence in your SEO work.
- Makes it easier to ask for more resources.
- Turns testing into a habit the whole team supports.

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Better Show the ROI of
SEO

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Why ROI Matters in SEO
- SEO takes time. But more importantly. SEO takes money.
- Stakeholders want results they can measure.
- ROI proves SEO is worth the investment.

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How SEO Testing Helps Show ROI
Track wins from
speciﬁc site changes.
Tie traffic gains to
value: Leads, Sales,
Sign-Ups
Use Real Data Instead
of Projections

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Example to Show ROI Impact of SEO Test
H1
Product
Image and
Description
H1
Product Image
and Info
New FAQ
Section
Test: Added FAQ Schema to Product Content
Result: +25% CTR
Traffic Value: +5,000 Clicks Per Month
If 2% Convert → 100 Extra Leads
Value Per Lead: $50 → $5,000pm ROI

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The Different Types of
SEO Tests

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🅰🅱 Split Tests (A/B Tests)

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🕙⏰ Time-Based Tests

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🕙⏰ Time-Based Tests
🛞🔉 Multivariate Tests

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Variables What are you changing & measuring?
Tools What tools are you using?
Traffic What traffic does your page/s have?

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Split Tests (Not A/B
Tests)

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‘Test’ Page
H1
Product Hero
Image
Product
Info
FAQ Content
Reviews
‘Control’ Page
H1
Product Hero Image
Product Information

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Control Pages Test Pages

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Page Version
‘A’
Page Version
‘B’
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Time-Based
Tests

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Page After
Change
Page Before
Change
H1
Main Blog Post Content
H1
New FAQ Section

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Clicks Before Change Clicks After Change
Change Made

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Multivariate
Tests

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Page Before
Change
H1
Page After
Change
Changed H1 Tag
Main Blog
Post
Content
(With
Internal
Links
Added) Added FAQ
Section
Added Hero
Image

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How to Decide on a Test
Type?

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Test Type Best For Needs High Traffic? Page Type Pros Watch Out For
Split Test Templated Content
PDPs, PLPs, Etc
Yes Many Similar Pages Accurate Control Group
Comparison
Requires Accurate Page
Grouping
Time-Based Test One-Off Content
Unique Content
Ideally Single-Page or Group of
Pages
Easy to Set Up - Great
for Quick Tests
Can be Impacted by
Outside Variables
Multivariate Test Testing Multiple
Changes at Once
Ideally Any Page (Unique or
Templated)
Tests the Impact of
Multiple Changes
Hard to Isolate the
Impact per Change

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How to Run SEO
Tests

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Step 1: Start with a
Hypothesis

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What is a
Hypothesis?

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A statement that is
formed from an
independent variable,
and a dependent
variable.

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Test Example Independent Variable Dependent Variable
Title Tag Rewrite Title Tag Wording Click-Through Rate
Adding Internal Links Number & Placement of Internal Links Organic Traffic to Target Page
Meta Description Change Description and Content Structure Clicks from the SERPs
Adding FAQ Schema Presence of FAQ Structured Data Impressions & CTR
Content Expansion Word Count and Added Sections Average Position & Impressions
Page Speed Improvement Time to First Byte & Page Load Speed Bounce Rate or Dwell Time
H1 Change H1 Text Phrasing Rankings for Target Keyword
Removing Thin Content Number of Low-Value Pages Overall Site Visibility & Crawl Efficiency

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How is a Hypothesis
Formed for SEO Tests?

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✋ Use data to spot an issue.

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🧪 Outline the work to be done.

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🧪 Outline the work to be done.
😎 Make an educated guess.

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Use Data to Spot Issues:
Our page’s current click-through rate is below the
expected average for SERP Position 4.

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Outline the Work:
We will rewrite our page’s title tag to better
match search intent, and shorten it to below 60
characters.

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Make Educated Guesses:
The work we do to our page will increase its
click-through rate.

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Our page’s current CTR (1.2%) is less than the
expected for SERP Position 4. We will rewrite
our page’s title tag to better match search
intent and bring it below 60 characters. This will
increase this page’s CTR for our target keyword.

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How to Ideate
Hypotheses

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How can we keep users on the page longer once
they land?
05
● Add a table of contents for long-form blog posts.
● Improve above-the-fold content clarity.
● Add internal links to encourage further browsing.
How can we move our pages higher up in the
rankings?
04
Why are people seeing our page but not clicking
on it?
03
● Test shorter vs. longer title tags.
● Add emotion or urgency to meta titles.
● Experiment with symbols or brackets in title tags.
How can we show up for more search queries?
02
● Add related keywords into existing content.
● Expand on thin pages with more detailed sections.
● Optimize headings to reﬂect keyword variations.
How can we get more people to click on our page
from search results?
01
● Rewrite title tags to match search intent.
● Add a CTA or value proposition to meta descriptions.
● Use FAQ schema to earn rich snippets.

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Step 2: Choose the Type
of SEO Test

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Some Questions to Ask
Am I changing one thing, or changing multiple?
Do I have similar content templates to use as a control?
Is the page I am testing on a high-traffic page?

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Test Type Comparison Table
Test Type Best For Needs High
Traffic?
Page Type Pros Watch Out For
Split Test Templated Pages Yes Groups of Similar
Pages
Clear Control Group.
Reliable Comparison
Needs proper
grouping. Easy to get
wrong.
Time-Based
Test
One-Off or Unique
Pages
No (But Helps) Single or Small Group
of Pages
Easy to Run. Works
Well for Small Sites
Can be skewed by
algorithm updates or
seasonality.
Multivariate
Test
Pages with High
Traffic
Yes Any Page Test Combinations of
Changes Together
Hard to isolate which
change caused what
result.

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Split Test Time-Based Test Multivariate Test
I am testing a single change, on templated content, with lots of traffic:

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I am testing a single change, on templated content, with lots of traffic:
✅ ❌ ❌

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I am testing changing the H1 to a single page, non-templated content:

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I am testing changing the H1 to a single page, non-templated content:
❌ ✅ ❌

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I am testing a full content refresh on a single page:

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I am testing a full content refresh on a single page:
❌ ❌ ✅

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Step 3: Choose the Page
or Pages to Test On

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Performance-Based
Questions

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1⃣ Which pages get the most impressions but low clicks?
2⃣ Which pages have high bounce rates?
3⃣ Which pages have dropped in traffic recently?
4⃣ Which pages have stagnated within the rankings?
5⃣ Which pages rank on Page 2 or 3 for target keywords?

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Optimization
Opportunity Questions

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1⃣ Do any pages lack internal links pointing to them?
2⃣ Do some pages have outdated or thin content?
3⃣ Are some pages missing structured data?
4⃣ Are any title tags too long, or missing important keywords?
5⃣ Do similar pages perform very differently?

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Testing Value
Questions

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1⃣ Can I isolate this page from others for a test?
2⃣ Will changes on this page affect site performance?
3⃣ Is this page part of a large group I can test across?
4⃣ Can I measure the test result easily?
5⃣ Is this page important for conversions/leads?

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Step 4: Run the Test
(And Wait)

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Launching the Test
1⃣ Make the Change
2⃣ Note the Start Date
3⃣ Use Annotations to Show Tests

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Set a Testing Window

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Testing Tips
- Don’t change multiple things mid-test.
- Avoid running test during Google Core Updates.
- If possible, freeze other SEO activity. Especially on test pages!

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Step 5: Analyze the Test
Results

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- Clicks
- Click-Through Rate
- Impressions
- Average Position
- On-Page Metrics (For Some Tests)
What Metrics to Track

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Example SEO Test Result

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Don’t “Just” Use Graphs

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Did this result happen by chance… or is it real?
- Small changes can happen by chance.
- We use stat sig to check if the result is meaningful.
- Most tools aim for 95% conﬁdence.
- If the sample size is too small, wait longer or rerun the test.

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Again: Use Data to Tell a Story
1
We Found a Problem
“We realised that 20% of
our blog content was out of
date. This is content that
cost us $26,000 to create.
Now it is sat there not
generating any return on
investment.”
We Ideated a Solution
“We thought about
refreshing half of that
content, spending $3,000,
to see if this generates a
meaningful ROI from the
older content.”
2
We Ran a Test
“We refreshed 50% of the
outdated content, leaving
the other 50% unchanged
as a control group.”
3
We Saw Massive Gains!
“The refreshed content
generated an additional
55,000 clicks, generating
an additional $14,000 in
revenue.”
4

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Step 6: Decide on the
Next Steps

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✅ Test Worked → Roll Out Sitewide
❌ Test Failed → Revert and Learn
🤔 Unclear → Try a New Variation

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Record the hypothesis
you used for your test.
Note the change you
made to your site and
the test result.
Add to your internal
SEO testing log.
Document What You Learned

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The SEO Testing Cycle
The SEO
Testing Cycle
Conduct
your
Test
01
Analyze the Results
02
Decide
on
Next
Actions
03
Form your Test
04

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What Things to Test
On (With Real-World
Examples)

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Page
Titles

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‘Test’ Page
New H1 with Dates
Unchanged Blog
Content
‘Control’ Page
Original H1
Unchanged Blog
Content
Adding Year and Month to Page Title

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‘Test’ Page
Keyword + Brand
Unchanged Blog
Content
‘Control’ Page
Keyword + Date + Brand
Unchanged Blog
Content
Simplifying Page Titles

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‘Test’ Page
SEO Guide
Unchanged Blog
Content
‘Control’ Page
SEO Guide 2023
Unchanged Blog
Content
Removing Published Date from Old Content

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Speciﬁc Page
Elements

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‘Test’ Page
‘Control’ Page
Product Name
Hero Image
Hero Section - 1 Hero Pic vs Clickable Carousel
Product
Info
FAQs
Detailed Product
Description
Product Name
Clickable Carousel
Product
Info
FAQs
Detailed Product
Description

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‘Test’ Page
‘Control’ Page
H1
Added Navigation to Blog Posts (More User Interaction)
Product Name
Table of Contents
(Navigation)

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Links

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‘Test’ Page
‘Control’ Page
H1
Internal Links to Pages
(Unchanged)
H1
Main Blog Post
Content
(Internal Links Added)

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‘Test’ Page
‘Control’ Page
H1
Reduced Number of Outbound Links (Retain Link Equity)
Blog Post with 5
Outbound Links
H1
Blog Post with 0
Outbound Links

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Page
Design

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‘Test’ Page
‘Control’ Page
Product Name
Hero Image
New Product Page Design
Product Info
Detailed Product
Description
Product Name
Hero
Image
FAQs
Price
Options
Detailed Product
Description
Key Info

seotesting.com
Content

seotesting.com
‘Test’ Page
‘Control’ Page
Product Name
Hero Image
Adding More Data to Product Pages
Product Info
Product Name
Hero
Image
Detailed Product
Description
FAQ
Section
Price
Options
Similar
Items

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‘Test’ Page
‘Control’ Page
H1
Accordion
Remove Accordions - Make All Content Visible
Main Blog Content
Product Name
Main Blog Content

seotesting.com
‘Test’ Page
‘Control’ Page
H1
Adding E-E-A-T
Main Blog Content
H1
Main Blog Content
Reviewed by Nick
Swan

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‘Test’ Page
‘Control’ Page
H1
Testing Adding Display Advertising to Blog Posts
Main Blog Content
H1
Blog Content
Blog Content
Blog
Content
Display
Ads

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SEO Testing Tools You
Can Use

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Do you have a budget for SEO testing tools?
And many more…

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Don’t have a budget?
Use Free Tools:
GSC, GA4, Sheets, Excel

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Small
Scale
Tests
Show ROI of
SEO Testing
Run Tests to Prove Value
💰

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Any
Questions?

Connect With Me! 󰛈
LinkedIn - linkedin.com/in/ryan-g-jones/
X - x.com/ryanjonesseo
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https://seotesting.com/

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