Will Critchlow's presentation at BrightonSEO October 2022.
At SearchPilot, we run huge numbers of tests. It's natural to look first to the winning tests, but there is a lot we can learn from the tests that fail - both the inconclusive ones and the negative outcomes.
Learn how we run SEO tests, how we analyse winners and losers, and take advantage of the lessons we have learned from dozens of losing tests. Take away actionable insights you can use in your own testing or SEO program.
15. 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
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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
23. 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
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Create a hypothesis you want to test
{{City}} Flights
Search
{{City}} Flights
Search
Current template Proposed template
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SearchPilot creates test buckets
Dallas Flights
Search
Austin Flights
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Boston
Flights
Search
NYC Flights
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LA Flights
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Seattle
Flights
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Control Pages
Variant Pages
Dallas Flights
Search
Austin Flights
Search
Boston
Flights
Search
NYC Flights
Search
LA Flights
Search
Seattle
Flights
Search
26. 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
27. Tweet me: @willcritchlow #BrightonSEO
Flights
NYC
Search
LA
Search
Seattle
Search
Austin
Search
Boston
Search
Dallas
Search
SearchPilot applies changes to the variant pages
28. Tweet me: @willcritchlow #BrightonSEO
Search engine A/B
testing is different
from user A/B testing
Key point
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A B A B A B A B A B A B
Splitting pages not users
SEO Testing
VS
User Testing
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Conversion rate
optimisation focuses
on converting more
of your existing
traffic (bottom of the
funnel)
Conversion Rate
Optimisation
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Search engine
optimisation focuses
on getting additional
traffic to your
website (top of
funnel)
Conversion Rate
Optimisation
Search Engine
Optimisation
32. Tweet me: @willcritchlow #BrightonSEO
Full funnel testing
combines these
approaches to do
both at the same
time
Full Funnel Testing
49. “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
87. Tweet me: @willcritchlow #BrightonSEO
Thanks!
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Get on the email list at www.searchpilot.com
Ask me questions: @willcritchlow