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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, he explains the fundamental importance and the difference in content structure between aggregator sites and integrator sites.

00:00 Introducing, Kevin Indig
00:03 What are Integrators?
00:21 SEO testing for Integrators

Transcript

Long story short, much easier to test. They’re very straightforward. The counterpart of aggregators are integrators. And those are usually the sites that rely heavily on content: SaaS sites, maybe publishers. And that’s where every page pretty much looks different, right? The content is very different. You don’t have a product catalog, you don’t have the same elements. You have a variety.

And that demands a fundamentally different type of testing. And that’s where we often speak about before and after testing, where basically you make a change and then you just see this traffic go up or down, this click through rate go up or down, clicks, impressions, those kinds of things. And those are valuable, but we often disregard that we can also do a form of split testing on non templatized pages. If there’s one more controversial statement that you would want to take away from our conversation, I think it would be that is that these before and after tests are actually not very valuable and instead you want to adopt a split testing mindset, even when it comes to non templatized pages.

Right. But if it’s non templated, it’s an enormous amount of work to go through, to actually split test, because you need to apply them on a one by one basis or be incredibly smart with your regex in your database.

That’s right. And so here’s what you want to do about this. So first of all, you can still look for control groups, even if not all pages are templatized, it is more work and best case you have some sort of telemetry or a tool that helps you do that. But even manually, you can just see, “Okay, which pages have the same traffic patterns over a long span of time?” This is where we’re going to get into testing and designing your test (we’ll look at what factors are important in a moment) but just know that you can still pick control groups even if pages don’t have the exact same template.

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