What SEO Tests Should You Conduct in 2019?

TL;DR

SEO testing in 2019 should focus on on-site optimization, testing various elements like structured data and internal linking. The key is to measure organic traffic as it reflects both ranking and click-through rates. Additionally, integrating SEO with CRO testing can provide a comprehensive view of how changes impact both traffic and conversions, allowing for data-driven decisions.

Transcript

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Key Insights

• SEO testing should include on-site elements like structured data and internal linking.
• Organic traffic is the primary metric for measuring the success of SEO tests.
• Combining SEO and CRO testing helps understand the full impact on both traffic and conversions.
• Rank tracking is useful for debugging but should not be the primary KPI.
• UX improvements can indirectly enhance SEO by improving user engagement.
• Testing hypotheses should be data-driven and follow a structured methodology.
• Internal linking is crucial for SEO and should be tested for optimal performance.
• Meta CMS solutions like Cloudflare Workers can facilitate agile testing and changes.

Questions & Answers

Q: How to measure the success of SEO tests?

The success of SEO tests is best measured by analyzing organic traffic. This metric captures both the ranking changes and click-through rate impacts. By focusing on organic sessions, you can determine if there is a statistically significant uplift in traffic, which indicates the effectiveness of the SEO changes implemented.

Q: What are the key elements to test in SEO?

Key elements to test in SEO include on-site factors such as structured data, internal linking, and meta information. Testing these elements can help determine their impact on organic traffic and user engagement. Additionally, focusing on elements that affect click-through rates, like meta titles and descriptions, is crucial for comprehensive SEO testing.

Q: Why is it important to integrate SEO and CRO testing?

Integrating SEO and CRO testing is important because it provides a holistic view of how changes impact both traffic and conversions. This integration allows for data-driven decisions, as you can see the effects on user engagement and conversion rates alongside SEO metrics. It helps identify changes that benefit both areas or require adjustments for optimal results.

Q: What are common mistakes in SEO testing?

Common mistakes in SEO testing include selecting changes that lack statistical significance due to insufficient sample sizes. It's crucial to ensure enough data is available to validate test results. Additionally, focusing solely on rankings as a KPI can be misleading; instead, organic traffic should be the primary metric for assessing SEO test success.

Q: Can UX improvements enhance SEO performance?

Yes, UX improvements can enhance SEO performance by increasing user engagement and satisfaction. Improved UX can lead to higher click-through rates and longer time spent on site, which are positive signals for search engines. As a result, focusing on UX can indirectly boost SEO outcomes by creating a better user experience.

Q: What role does internal linking play in SEO testing?

Internal linking is crucial in SEO testing as it influences how search engines crawl and index a site. Proper internal linking can enhance the visibility of important pages and distribute page authority effectively. Testing internal linking structures can reveal optimal configurations that improve organic traffic and search performance.

Q: How can Cloudflare Workers assist in SEO testing?

Cloudflare Workers can assist in SEO testing by providing a meta CMS layer that allows for agile changes and testing without altering the backend CMS. This capability enables quick deployment of SEO experiments, making it easier to test hypotheses and implement changes efficiently. It helps overcome traditional barriers in SEO deployment.

Q: Why is rank tracking not recommended as a primary KPI?

Rank tracking is not recommended as a primary KPI because it does not account for search volume or click-through rates, which are crucial for understanding real-world SEO performance. While useful for debugging and explaining changes, rank tracking alone misses the broader impact on organic traffic and user engagement, making it less reliable for assessing SEO success.

Summary & Key Takeaways

• SEO testing in 2019 involves focusing on on-site elements such as structured data and internal linking. Measuring organic traffic is crucial as it captures both ranking and click-through rate impacts. Integrating SEO and CRO testing allows for a comprehensive view of changes on traffic and conversions, enabling data-driven decisions.

• Rank tracking should be used for debugging rather than as a primary KPI. UX improvements can enhance SEO indirectly by boosting user engagement. Testing should be hypothesis-driven and follow a structured methodology to ensure accurate results and insights.

• Internal linking is identified as a critical area for SEO testing. Meta CMS solutions like Cloudflare Workers enable agile testing and changes, allowing for quick implementation and evaluation of SEO strategies. This approach helps overcome traditional barriers in deploying SEO changes.