What to do when you get the result of the SEO Split test “no change”.


Search engines are an important source of traffic for almost all businesses and organizations. It’s hard to predict what impact a change on your site will have on organic traffic. Z SEO Split Testing, you can be sure that any changes will bring positive results. This will prevent you as an organization from wasting time, money, and energy on changes that ultimately have no positive contribution or only a limited contribution.

In this post, we will explore the benefits of split SEO testing, what “result without change” is, and how this knowledge allows you to further test your organic uplift so you can achieve your SEO goals.

What are SEO experiments?

SEO experiment is just another word for SEO A / B split test.

SEO split testing allows you to see the result of SEO optimization before you spend valuable time and (development) resources to actually change your website.

SEO experiments allow you to test with a group of stenciled URLs where traffic has been evenly divided into a control group and a version group.

In an SEO experiment, make one change to the version group URLs. Then measure the difference between the two groups with Google’s causal modelusing a Bayesian structural time series to determine the difference between unpaid clicks from Google search results to control groups and version groups.

Many SEOs think of CRO tests when they think of split-testing SEO. For more information on the differences between these types of tests, check out our blog on how CRO tests and SEO split-testing differ.

How can split testing affect SEO?

SEO split-testing, better known as SEO A / B split-testing, allows an SEO expert to test optimizations and prove whether they will bring about positive change, no change or negative change. A positive change would show an increase in clicks from Google’s SERPs (search engine results page). Once it receives a positive result, the development team can launch a split test.

By prioritizing optimizations that have been tested for a positive increase in organic traffic, SEOs can show ROI (return on investment) from organic traffic. You can now use SEO experiments that are statistically significant to back up the return on your SEO investment.

The projected increase in unpaid clicks along with AOV (average order value) or revenue per visit (RPV) helps show the future return on investment over a 12-month period. This return on SEO investment can help set priorities for specific SEO optimizations in the development queue and also help present the work the SEO team is doing to management.

How can SEO tests change your SEO strategy without changes?

We know from experience that you will probably receive statistically significant positive results in 10% of cases when testing SEO optimization. The rest of the time you will achieve a result without change or a negative result of change.

Read more about negative split-tests SEO and KPIs SEO

If the test does not have a positive result, it does not mean that you have passed a bad test, each test has a valuable lesson.

Knowing what works and what doesn’t for your site and target audience is extremely valuable in organic channel optimization. It allows you to uncover a black box like Google. Insight is a pillar of all successful experimental programs. Tests that have no or even negative impact save time and money. In addition, you are protected from aggravation.

Gaining knowledge of what SEO optimization will do before deploying it to thousands of pages on a company website gives you the opportunity to prioritize SEO changes.

Give preference to a positive SEO test to your Dev Que

The goal is to find out which changes are having a positive outcome so that the optimizations you provide to your development team will have a positive impact on organic traffic.

You can document the future return on your SEO investment with the SplitSignal return on investment calculator. This allows you to demonstrate to your development team an increase in revenue based on a positive SEO test, so you can give this SEO optimization an advantage to your developer environment. It also allows you to report C-suite on how split SEO testing allows you to progress towards your SEO goals on a quarterly basis.

Don’t guess when it comes to SEO changes

We can no longer stick to SEO best practices like hard line in the sand. After conducting hundreds of SEO tests, we found that the results vary across sites, within and across industries. Given the impact that changes to your site can have, it’s a good idea to test it before making changes to your site.

Do you achieve your SEO goals? Or are you trying to understand whether the changes you are implementing have any effect or worse, a negative effect?

Contact SplitSignal and start your quarterly reporting with data that supports your optimizations and actually helps you achieve your SEO goals.

Does your site qualify for split testing with SplitSignal?

Read our article on the knowledge base to better understand the requirements of organic traffic and the requirements for stenciled pages and the number of pages for organic traffic.


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