How to Perform Successful Split Test SEO Experiments Explained by Kevin Indig 21 September 2021 at 16 H CEST (Paris)
Kevin Indig is an SEO expert and a successful Data Storyteller with many years of experience. In this video interview with Jason Barnard (The Brand SERP Guy), he explains the two most important things you need to know about SEO split testing and how to avoid failure.
00:00 Introducing, Kevin Indig
00:05 Things that matter more than actual number of control pages
00:24 Pages that get at least a hundred visits a day
00:52 What is a successful SEO test?
I think it’s much more on the amount of traffic, right? So here’s the thing, what matters much more than the number of control pages is, “Are they following the same traffic patterns,” one. And two, “Is there a significant amount of traffic?” So if you have a page that ranks for two or three keywords in position five, the noise is going to be so high, you’re not going to get anything meaningful out of it.
So we’re talking about pages that get at least a hundred visits a day, or have at least a somewhat steady traffic pattern over time. Now the kicker of where 90% of people fail when it comes to SEO testing is (not) to revert the change that they made. What happens most of the time is that you make a change on a page, let’s say you add the current year to the meta title, you rolled it out on the page.
You see, “Oh, the page gains more traffic over time. Awesome, successful test!” But it’s not true. That is not a successful test. It is only successful if you revert the change, you take the year out of the title again, and then you see the traffic coming back down to baseline. Then you know it has an actual impact and then and then you can also understand the incremental value of adding the year in the title. Right! You just made me think of something else as well.