SlideShare a Scribd company logo
What we can learn
from losing tests
slideshare.net/willcritchlow
@willcritchlow
Will Critchlow
SearchPilot
Have you
ever…?
You cross over
(Find an amazing keyword
research insight)
Pull up
(Modify titles and meta data
to match search intent)
What we can learn from losing SEO tests
What we can learn from losing SEO tests
What we can learn from losing SEO tests
-27%
We’ll come back
to this
Tweet me: @willcritchlow #BrightonSEO
What about
this?
Request a change /
create a ticket
Engineering says
it’ll take
18 months
?
I feel like a lot of SEO
is asking “Will you
come on an
adventure?”
Tweet me: @willcritchlow #BrightonSEO
Will you come on an adventure?
We don’t know what works
Tweet me: @willcritchlow #BrightonSEO
Will you come on an adventure?
We don’t know what works
But it’s OK because our recommendations
don’t get implemented anyway
Tweet me: @willcritchlow #BrightonSEO
Men wanted for hazardous
journey. Low wages, bitter cold,
long hours of complete
darkness. Safe return doubtful.
Honour and recognition in
event of success.
Ernest Shackleton
Tweet me: @willcritchlow #BrightonSEO
What if there
were a better
way?
Tweet me: @willcritchlow #BrightonSEO
What’s the
benefit of SEO
testing?
SEO testing means you can tie individual on-site changes to organic search
performance (reference).
SEO testing means you can tie individual on-site changes to organic search
performance (reference).
SEO testing means you can tie individual on-site changes to organic search
performance (reference).
+14%
organic
traffic
Tweet me: @willcritchlow #BrightonSEO
How are we
running these
tests?
Tweet me: @willcritchlow #BrightonSEO
Flights
NYC
Search
LA
Search
Seattle
Search
Austin
Search
Boston
Search
Dallas
Search
Find a group of pages using the same template
Tweet me: @willcritchlow #BrightonSEO
Create a hypothesis you want to test
{{City}} Flights
Search
{{City}} Flights
Search
Current template Proposed template
Tweet me: @willcritchlow #BrightonSEO
SearchPilot creates test buckets
Dallas Flights
Search
Austin Flights
Search
Boston
Flights
Search
NYC Flights
Search
LA Flights
Search
Seattle
Flights
Search
Control Pages
Variant Pages
Dallas Flights
Search
Austin Flights
Search
Boston
Flights
Search
NYC Flights
Search
LA Flights
Search
Seattle
Flights
Search
Tweet me: @willcritchlow #BrightonSEO
Flights
NYC
Search
LA
Search
Seattle
Search
Austin Flights
Search
Boston
Flights
Search
Dallas Flights
Search
SearchPilot applies changes to the variant pages
Austin
Search
Boston
Search
Dallas
Search
Tweet me: @willcritchlow #BrightonSEO
Flights
NYC
Search
LA
Search
Seattle
Search
Austin
Search
Boston
Search
Dallas
Search
SearchPilot applies changes to the variant pages
Tweet me: @willcritchlow #BrightonSEO
Search engine A/B
testing is different
from user A/B testing
Key point
Tweet me: @willcritchlow #BrightonSEO
A B A B A B A B A B A B
Splitting pages not users
SEO Testing
VS
User Testing
Tweet me: @willcritchlow #BrightonSEO
Conversion rate
optimisation focuses
on converting more
of your existing
traffic (bottom of the
funnel)
Conversion Rate
Optimisation
Tweet me: @willcritchlow #BrightonSEO
Search engine
optimisation focuses
on getting additional
traffic to your
website (top of
funnel)
Conversion Rate
Optimisation
Search Engine
Optimisation
Tweet me: @willcritchlow #BrightonSEO
Full funnel testing
combines these
approaches to do
both at the same
time
Full Funnel Testing
Tweet me: @willcritchlow #BrightonSEO
Tweet me: @willcritchlow #BrightonSEO
Let’s talk
business cases
Tweet me: @willcritchlow #BrightonSEO
Obvious
benefits!
Positive
Tweet me: @willcritchlow #BrightonSEO
Avoid losing
changes
Negative
Tweet me: @willcritchlow #BrightonSEO
Save time
and money
No benefit
Tweet me: @willcritchlow #BrightonSEO
Tweet me: @willcritchlow #BrightonSEO
Tweet me: @willcritchlow #BrightonSEO
Tweet me: @willcritchlow #BrightonSEO
Save time
and money
No benefit
Avoid losing
changes
Negative
← we’re
going to
talk about
these
cases
Tweet me: @willcritchlow #BrightonSEO
Negative tests
Tweet me: @willcritchlow #BrightonSEO
#1 Titles!
Tweet me: @willcritchlow #BrightonSEO
Tweet me: @willcritchlow #BrightonSEO
Tweet me: @willcritchlow #BrightonSEO
Video
and
slides
here
Tweet me: @willcritchlow #BrightonSEO
#2
Removing
terrible(*)
content
(*) not terrible, apparently
{{City}} Flights
Search
{{City}} Flights
Search
Control Variant
That text looks like it’s just for SEO. What if we remove it?
“I would think about what you
can do to make those pages
rank well without having to put
a giant paragraph of content
below the page.”
– John Mueller, Google
-4% organic traffic
Read the full “removing SEO
text” case study here
Tweet me: @willcritchlow #BrightonSEO
#3
Adding
timely offers
You cross over
(Find an amazing keyword
research insight)
People modify their
searches with “Easter”
(travel deals / flights)
-14%
-11%
Why?!
Read the full
“Easter” case study
here
Tweet me: @willcritchlow #BrightonSEO
#4
Avoiding
terrible(*) auto-
generated
snippets
(*) not terrible, apparently
Tweet me: @willcritchlow #BrightonSEO
Tweet me: @willcritchlow #BrightonSEO
-3%
Why?!
Read the full Google
meta description
rewriting case study
Tweet me: @willcritchlow #BrightonSEO
Inconclusive
tests
Tweet me: @willcritchlow #BrightonSEO
Alt attributes
#1
Tweet me: @willcritchlow #BrightonSEO
Tweet me: @willcritchlow #BrightonSEO
Tweet me: @willcritchlow #BrightonSEO
Tweet me: @willcritchlow #BrightonSEO
Read the full
ALT attributes case
study here
Tweet me: @willcritchlow #BrightonSEO
E-A-T &
authorship
#2
Tweet me: @willcritchlow #BrightonSEO
E-A-T has been on our minds
recently
(ahem, “helpful” content)
Tweet me: @willcritchlow #BrightonSEO
You might get
“Authorship”
recommendations
Tweet me: @willcritchlow #BrightonSEO
Tweet me: @willcritchlow #BrightonSEO
Tweet me: @willcritchlow #BrightonSEO
So be cautious if
anyone says
“we just need to add
some authorship
signals to this page”
Tweet me: @willcritchlow #BrightonSEO
Read the full
authorship and E-A-T
case study here
ACTION: get access to all our test results:
www.searchpilot.com/newsletter
SEO
testing
Full
funnel
SEO
testing
Testing
cadence
Full
funnel
SEO
testing
Testing
cadence
Full
funnel
SEO
testing
Executives
Marketing
leaders
Marketing
team
Testing
cadence
Full
funnel
SEO
testing
We are celebrating test momentum and cadence
& winning tests
new pages
Modern on-
site SEO
should cut
out untested
changes and
focus on:
https://bit.ly/BrightonMoneyball
Things to DO
For everyone - including agencies and smaller websites
www.searchpilot.com/newsletter
Things to DO
For those of you who work in the SEO
equivalent of the NBA:
Get me
to speak
to your
whole
team for
free
Tweet me: @willcritchlow #BrightonSEO
Thanks!
Follow @SearchPilot to take part in polls
Get on the email list at www.searchpilot.com
Ask me questions: @willcritchlow

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