Thomas Kucharski

A/B testing your SEO changes can bring you a competitive edge and dodge the bullet of negative changes that could lower your traffic. In this episode of Whiteboard Friday, Emily Potter shares not only why A/B testing your changes is important, but how to develop a hypothesis, what goes into collecting and analyzing the data, and thoughts around drawing your conclusions.

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Video Transcription

Howdy, Moz fans. I’m Emily Potter, and I work at Distilled over in our London office. Today I’m going to talk to you about hypothesis testing in SEO and statistical significance.

At Distilled, we use a platform called ODN, which is the Distilled Optimization Delivery Network, to do SEO A/B testing. Now, in that, we use hypothesis testing. You may not be able to deploy ODN, but I still think today that you can learn something valuable from what I’m talking about.

Hypothesis testing

The four main steps of hypothesis testing

So when we’re using hypothesis testing, we use four main steps:

1. First, we formulate a hypothesis.
2. Then we collect data on that hypothesis.
3. We analyze the data, and then… 
4. We draw some conclusions from that at the end.

The most important part of A/B testing is having a strong hypothesis. So up here, I’ve talked about how to formulate a strong SEO hypothesis.

1. Forming your hypothesis

Three mechanisms to help formulate a hypothesis

Now we need to remember that with SEO we are trying to look to impact three things to increase organic traffic.

1. We’re either trying to improve organic click-through rates. So that’s any change you make that makes yours appearance in the SERPs seem more appealing to your competitors and therefore more people will click your ad.
2. Or you can improve your organic ranking so you’re moving higher up.
3. Or we could also rank for more keywords.

You could also be impacting a mixture of all three of these things. But you just want to make sure that one of these is clearly being targeted or else it’s not really an SEO test.

2. Collecting the data

Now next, we collect our data. Again, at Distilled, we use the ODN platform to do this. Now, with the ODN platform, we do A/B testing, and we split pages up into statistically similar buckets. 

A/B test with your control and your variant

So once we do that, we take our variant group and we use a mathematical analysis to decide what we think the variant group would have done had we not made that change.

So up here, we have the black line, and that’s what that’s doing. It’s predicting what our model thought the variant group would do if we had not made any change. This dotted line here is when the test began. So you can see after the test there was a separation. This blue line is actually what happened. 

Now, because there’s a difference between these two lines, we can see a change. If we move down here, we’ve just plotted the difference between those two lines.

Because the blue line is above the black line, we call this a positive test. Now this green part here is our confidence interval, and this one, as a standard, is a 95% confidence interval. Now we use that because we use statistical testing. So when the green lines are all above the zero line, or all below it for a negative test, we can call this a statistically significant test.

For this one, our best estimate is that this would have increased sessions by 12%, and that roughly turns out to be about 7,000 monthly organic sessions. Now, on either side here, you can see I have written 2.5%. That’s to make this all add up to 100, and the reason for that is that you never get a 100% confident result. There’s always the opportunity that there’s a random chance and you have a false negative or positive. That’s why we then say we are 97.5% confident this was positive. That’s because we have 95 plus 2.5.

Tests without statistical significance

Now, at Distilled, we’ve found that there are a lot of circumstances where we have tests that are not statistically significant, but there’s pretty strong evidence that they had an uplift. If we move down here, I have an example of that. So this is an example of something that wasn’t statistically significant, but we saw a strong uplift.

Now you can see our green line still has an area in it that is negative, and that’s saying there’s still a chance that, at 95% confidence interval, this was a negative test. Now if we drop down again below, I’ve done our pink again. So we have 5% on both sides, and we can say here that we’re 95% confident there was a positive result. That’s because this 5% is always above as well.

3. Analyze the data to test hypothesis

Now the reason we do this is to try and be able to implement changes that we have a strong hypothesis with and be able to get those wins from those instead of just rejecting it completely. Now part of the reason for this is also that we say we’re doing business and not science.

Here I’ve created a chart of when we would maybe deploy a test that was not statistically significant, and this is based off how strong or weak the hypothesis is and how cheap or expensive the change is.

Strong hypothesis / cheap change

Now over here, in your top right corner, when we have a strong hypothesis and a cheap change, we’d probably deploy that. For example, we had a test like this recently with one of our clients at Distilled, where they added their main keyword to the H1.

This final result looked something like this graph here. It was a strong hypothesis. It wasn’t an expensive change to implement, and we decided to deploy that test because we were pretty confident that that would still be something that would be positive.

Weak hypothesis / cheap change

Now on this other side here, if you have a weak hypothesis but it’s still cheap, then maybe evidence of an uplift is still reason to deploy that. You’d have to communicate with your client.

Strong hypothesis / expensive change

On the expensive change with strong hypothesis point, you’re going to have to weigh out the benefit that you might get from your return on investment if you calculate your expected revenue based off that percentage change that you’re getting there.

Weak hypothesis / cheap change

When it’s a weak hypothesis and expensive change, we would only want to deploy that if it’s statistically significant.

4. Drawing conclusions

Now we need to remember that when we’re doing hypothesis testing, all we’re doing is trying to test the null hypothesis. That does not mean that a null result means that there was no effect at all. All that that means is that we cannot accept or reject the hypothesis. We’re saying that this was too random for us to say whether this is true or not.

Now 95% confidence interval is being able to accept or reject the hypothesis, and we’re saying our data is not noise. When it’s less than 95% confidence, like this one over here, we can’t claim that we learned something the way that we would with a scientific test, but we could still say we have some pretty strong evidence that this would produce a positive effect on these pages.

The advantages of testing

Now when we talk to our clients about this, it’s because we’re aiming really here to give a competitive advantage over other people in their verticals. Now the main advantage of testing is to avoid those negative changes.

We want to just make sure that changes we’re making are not really plummeting traffic, and we see that a lot. At Distilled, we call that a dodged bullet.

Now this is something I hope that you can bring into your work and to be able to use with your clients or with your own website. Hopefully, you can start formulating hypotheses, and even if you can’t deploy something like ODN, you can still use your GA data to try and get a better idea if changes that you’re making are helping or hurting your traffic. That’s all that I have for you today. Thank you.

Video transcription by Speechpad.com

Because Google won’t tell us exactly how their search algorithms work (come on already Google!), oftentimes the answer we get in SEO is “it depends.”

While this is an unsatisfying answer, there are many valid reasons for it – different websites, different niches, different audiences, different competition, etc.

But what if I told you there was a foolproof SEO strategy you could leverage to succeed in SEO regardless of your vertical or type of business?

That would be great, right?

Well, this is possible and the only thing you must do is… keep learning!

OK, so that might not be as cut and dry of a strategy as you were hoping for, but it’s true.

Ongoing education is essential to SEO success.

It’s how the top SEO professionals, and the brands they manage, stay on top.

SEO is an ever-changing industry and landscape. The same rule that applies to search rankings applies to SEO savvy: if you remain status quo, you’re losing ground.

What would your SEO strategy look like if you were still following best practices from 2010? 2000? 1996 when search engines rose to prominence?

You would have keyword-stuffed pages and be chasing blog comment links, and you would not be performing in search.

As an SEO, to avoid getting left behind you must constantly educate yourself to keep up with the changing times and best practices.

Just Look at 2019!

To understand how rapidly SEO changes and why continuous education is necessary, we don’t have to look any further than this current year.

In 2019 alone, we’ve seen major changes and important trends emerge that have a drastic and lasting impact on the SEO landscape. These trends include:

• The evolution of how Google measures E-A-T and its significance in terms of search rankings.
• And Google’s continuous push to answer queries within the SERP and the emergence of zero-result queries.

This is not the entire list of everything that happened in 2019, but it demonstrates how quickly things can move in SEO. Let’s take a quick look at each of these developments.

The Influence of E-A-T on Search & Our Understanding of It

Right off the bat, I want to explicitly state E-A-T is not a ranking factor.

However, this does not mean E-A-T doesn’t influence rankings, or rather, our understanding of and investment in E-A-T influences our ability to rank.

Ryan Jones explains this concept well in a tweet from Pubcon:

remember when we talk about rater guidelines, EAT and YMYL aren’t actual things in the algorithm. they’re plain english ways to describe what groups of things in the algorithm are trying to do. #pubcon

— Ryan Jones (@RyanJones) October 10, 2019

We should be working to improve the expertise, authoritativeness, and trustworthiness of our site because these improvements correlate with the actual signals (content quality and backlinks) that Google is trying to measure with their algorithm.

While this all may seem somewhat ambiguous – I can hear Matt Cutts saying, “create good content!” – Lily Ray has done a great job of sharing actionable insights.

Some things you can do to improve the E-A-T of your website include:

• Improving your online reputation via third-party review sites.
• Minimizing ad placements on your site to avoid diminishing user experience.
• Being transparent about who your brand is and who the people are behind it, particularly the authors of your content.
• Citing credible sources and earning citations as a credible source.

You can see more of Lily’s helpful tips here, or check out these other helpful E-A-T resources here on Search Engine Journal:

• 5 Things You Can Do Right Now to Improve Your Google E-A-T Rating
• Google’s John Mueller is Asked About Links and E-A-T
• Google’s Mueller Asked About increasing E-A-T with Structured Data

Is Google Trying to Create an Answer Engine?

With the recent trends we’ve seen from Google, it seems that they are pushing more and more towards having an answer engine rather than a search engine – Google wants to answer queries within their platform, rather than provide links to external resources.

The idea of zero-result SERPs is a frightening prospect for SEO professionals who work to build search visibility and gain organic traffic from Google’s search results, and for some queries, this notion is already a reality.

Furthermore, there has been a rise in queries that show results but result in zero-clicks – obviously, this isn’t ideal for an SEO either.

Rand Fishkin has been conducting research into click-through-rates and how Google is trying to keep users on their platform, and I recommend you review his findings to learn more.

This type of “future-casting” is a great example of why you need to be continuously learning and experimenting in SEO – you need to identify trends to understand where the industry is heading and how you can get ahead.

For example, if you’re targeting a keyword because it has a large monthly search volume, but it’s tied to queries with zero-clicks, you’re going to struggle to earn organic traffic.

Operating based on outdated assumptions (big search volume = big opportunity) can lead to ineffective and inefficient work.

These are just some of the changes and updates that we saw this year that demonstrate how rapidly the SEO landscape can evolve. If you’re not paying attention and leveling up your skills, you will be left behind.

Staying Informed with SEO

So how do you stay informed and continually grow your knowledge base for SEO?

The SEO community, in general, is great about collaborating and sharing information.

Since nobody really knows how Google’s search algorithm works exactly, it seems to foster a “we’re in this together” mentality within the SEO space where people share their tests and findings to help move the collective understanding forward.

Some of the ways you can tap into the community to support your ongoing SEO education include:

• Attending trade shows and industry events.
• Staying active on social media.
• And reading and watching online content.

Each of these channels provide opportunities to challenge your assumptions and further your SEO knowledge.

Trade Shows & Events

One of the best ways to keep tabs on what’s happening in the SEO industry is to attend trade shows and industry events.

The presentations at these events typically feature discussions and research from the bleeding-edge of SEO. These are the platforms where industry experts like to share their new studies and discoveries, and sometimes these shows even feature experts from Google sharing best practices and updates on search.

You can find a list of the top SEO events here on Search Engine Journal.

Paying for tickets and travel to these shows can get expensive.

So, If you’re unable to make it to the show itself, it’s always a good idea to follow the sponsored hashtag on Twitter and keep an eye out for recap posts.

While these options aren’t as valuable as going to the shows – you miss out on all the networking opportunities – social posts and recap blogs will keep you abreast of the biggest takeaways from the event.

Social Media

Speaking of social media, you can learn a lot about SEO via social.

Twitter, in particular, has an active SEO community.

While 280 characters may not seem like enough space to have in-depth SEO discussions, the way the platform is designed, combined with an active community, makes for a great learning environment.

Twitter is often the place where updates and major changes to search rankings are discovered.

SEO pros from across the industry can share and compare the changes they are seeing in real-time, which makes it possible to spot trends and draw conclusions about how search results are changing.

In fact, Twitter often provides an opportunity to speak directly to Google employees. Some notable accounts you should be following include:

• John Mueller, Webmaster Trends Analyst at Google
• Gary Illyes, Webmaster Trends Analyst at Google
• Danny Sullivan, Public Search Liaison at Google
  • Official Google Search Liaison
• Official Google Webmasters account

Outside of Twitter, Facebook and LinkedIn groups provide great platforms for SEO discussion as well.

There are also several great SEO forums, such as:

• Google’s Webmaster Forum
• r/BigSEO
• SEOChat
• Warrior Forum
• The Moz Q&A Forum

The key is to find the right group for your knowledge level and area of interest, and of course, you want to find a group that is active and start engaging yourself – often, the best way to learn more about an SEO subject or theory is by trying to explain it to someone else.

Quora is an excellent place to answer SEO questions and demonstrate, and test, your SEO knowledge.

There are also numerous SEO experts to follow that share industry news and insights daily. Check out Search Engine Journal’s list here to find some of the best and brightest minds in SEO to learn from.

SEO Content

As mentioned before, the SEO industry is great about sharing knowledge, and as such, there is never a shortage of fresh, quality SEO content.

Whether it’s a video, podcast, or blog post, there is always new, informative content available. News sites like Search Engine Journal provide the best of both worlds with in-depth, actionable blog posts as well as analysis of the latest developments in SEO.

I’d recommend subscribing to the SEJ Today newsletter to keep a pulse on the industry as a whole and to keep an eye out for content that may provide a solution to the current challenge you’re facing. The Moz Top 10 is another great resource that curates the best SEO content from around the web every two weeks.

Again, explaining SEO concepts is often the best way to learn more and writing your own SEO content is an effective way to increase your knowledge base.

Personally, I’ve learned much of what I know about SEO from conducting the necessary research associated with the post I write.

The process of writing an in-depth guide on a new topic requires a deep understanding of that topic, so if you want to learn something new, try writing a post about that concept.

Of course, if you’re not a writer or are looking for outside perspectives, there are many great SEO blogs to follow, and Search Engine Journal has a solid list here,

Test Everything You Learn with SEO Experiments

Really, the best way to expand your knowledge and challenge SEO assumptions is by doing the actual work and experimenting.

Again, no one outside of Google search engineers – and with all the machine learning, maybe not even them at this point – knows all the intricacies of the search algorithm, so even the most widely accepted SEO theories are still just theories.

You should always be tracking the results of your SEO efforts to make sure you’re working toward your goals, but you can also leverage these opportunities for learning experiences.

Learned about a new link building tactic? Test it on a small scale within your own campaign and measure the efficacy.

Heard about a new best practice for on-page SEO?

Implement the change on a subset of your pages and track the results.

The best way to learn is by doing, and it’s no different with SEO.

There are so many mitigating factors in SEO (different business models, different niches, different websites, etc.) that you need to take any best practice with a grain of salt anyway, so testing on your own site is necessary.

The key with SEO testing and experiments is to contain your test to a small sample size and then scale up as you see positive results.

Through continual learning (and testing of what you learn), you’ll ensure that you’re always following SEO best practices and implementing changes that improve the performance of your site in search.

While there is no “magic bullet” in SEO that will guarantee you success, through ongoing education, you can hone in on what has the largest impact on your website, overcome any challenges or obstacles, outmaneuver your competition, and the results will feel like magic!

More Resources:

• How to Become an SEO Expert: A Guide to FREE Online SEO Training
• 10 Alternative Ways to Level Up Your SEO Skills
• How to Make Training a Core Value for Your Digital Agency

It’s no secret that the game and business of SEO is changing fast. Those staying attached to the old SEO mindset that more links win and keyword volume is everything will fail.

You can no longer rely on Google or popular website blogs to tell us how to optimize a website well.

Thinking SEO is only about link building is the biggest myth of all, and an outdated strategy from 2009.

To win in SEO, marketers will need cross-collaboration, creativity, and new thinking to design sustainable SEO strategies that can:

• Enhance media operations.
• Drive organic traffic to websites.

Understanding the user will be key to success. Getting them to stay on the page and explore the website will be the challenge.

SEO is transforming. Anyone working in the online space needs to consider how they can be more creative with strategy and work collaboratively to optimize websites and increase long-term user engagement. 

What’s Changing SEO

The interconnectivity of SEO, technology, human behavior, media, machine, and mindset will change the game of SEO and online marketing.

SEO professionals are now required to become storytellers and professional marketers that not only can develop a search strategy, but can also communicate and sell a brand online.

The digital message must meet the user’s mindset and intent, and deliver what the searcher is seeking while building brand awareness in the long term. 

What This Means for SEO Pros

SEO pros must be intuitive in getting the right content to the right type of user, making it easily digestible, and inspiring.

Marketers need to:

• Question the user experience.
• Evaluate the target audience.
• Consider how websites are optimized.
• Consider the language and visuals used to connect with audiences.

All these elements are now factors of SEO.

How websites get the brand message across to users will help or hinder marketing efforts.

People want information fast because they are always on the go. They need websites and content that load fast and easily deliver what they seek.

The future of SEO is in understanding the user’s intent and the deeper layers of wants and desires that drive behaviors.

SEO professionals are now magicians that need to be able to empathize with humans and understand psychology to successfully deliver a full search strategy.

Considering what target audiences will actually search for and what compels them to interact with a brand and product will be necessary to fully engage audiences.

SEO pros may struggle in developing the consumer journey and being able to optimize for the different marketing goals.

Furthermore, understanding the generation differences, the values of different consumers, and the ultimate goal of consumers can help SEO partner with other marketing sectors to create a buyer’s journey and build brand awareness.

After all, once someone lands on a website, it takes great intelligence to get users to stay engaged, and remain loyal to the brand and product.

This gap is where SEO professionals will need to get creative and beyond thinking about search volume and targeting keywords. They will need to also integrate human behavior and look at the big business picture to execute a strategy that works.

Understanding that the searcher can only see what it believes and only find what it knows creates a new digital disconnect that only the searcher experiences and data can’t explain.

Brands must become cognizant of who they are speaking too and what they are trying to convey and attract.

The Future of SEO Must Consider Value-Driven Awareness

Brands will need to become value-driven and purposeful in order to appeal to people, especially younger generations.

Without having brand awareness and a strong message, people won’t be motivated to visit the site, engage on social channels, click through to the site, or learn more about the company. 

Marketers will need to understand target audiences and the why behind the actions. Perspective will become everything in order to tap into the user’s mind, wants, and needs.

Psychology teaches us that we create our own reality through the lens of our mind. You need to understand:

• Consumers’ needs.
• What drives them.
• What causes them to search.
• Their subconscious.
• Their wants and values that govern their behaviors.

This is key for having long term followers and making an impact online.

Because without being able to communicate via a website, good content, and quality branding, you won’t win long term followers or create brand equity.

Innovation with Technology & AI Will Fuel Less Search & More Voice Activation

In a world where we can find whatever information we want, you will have to discover what will ultimately grow a brand and create long-term consumers who actually care. 

Brands that can appear more human, less corporate, and that hold underlying values for humanity will win.

People want to promote brands they align with. Naturally, they will share, buy, and engage with brands they stand for, beyond just having a product.

As technology evolves and new gadgets are created, the power of voice search is gaining new traction. 

SEO pros will be challenged in adapting with technology and understanding how AI and more are actually driving a lot of what users see and connect with.

Because the machine already hears and knows what users talk about and mention, it will be imperative to have SEO pros help optimize creative campaigns and work with media teams to deliver successful messages and content.

Everything Now Is Driven by the User & Must Be Optimized to Meet Their Needs

Technological advancements and AI are impacting everything about digital marketing and SEO. Marketers will need to understand machine learning and learn how the machine thinks and interprets language.

Understanding AI and technology and the interconnectivity of all things will help craft sustainable marketing strategies that survive the rise of AI.

Utilizing tech tools and understanding neurolinguistics and quantum physics can help businesses excel online.

Our human mind and emotions create reality and what technology mirrors back to us. We create our reality through what we think and feel, and this also drives our behaviors.

Understanding that devices and online technologies are reflections of our internal state allows SEO professionals to become powerful persuaders that need to understand humans in order to optimize for their needs. 

Knowing that the user is the driver of technology and what shows up makes it even more valuable to optimize content and websites with creative messaging and proper language that can appeal to target audiences and get them to engage with the website.

SEO pros will need to understand the mind and how we can unify and utilize marketing strategies to deliver the best messages that actually inspire people to interact with brands and products, as well as support bigger missions that money, links, and Google search results cannot buy. 

Without developing the creative aspects well, having a team help design the strategy and optimize the content and site and working with media, there will be a disconnect when trying to promote brands and products.

Teamwork is key if you want to solve the bigger SEO puzzles.

We Will Need to Think Like a Machine & Understand the Human Mind

Because Google and all algorithms are developed by semantics and neural networks working together, it’s imperative we all not only understand how Google and technology are affecting us, but also how our own psyche creates our external reality, including:

• How we search.
• What we think.
• What we click on.
• How we act.
• What we see.

Google gives the user information, however, it is up to the user to choose what it clicks on and responds to. What users don’t know and don’t believe in, they cannot find and won’t be inspired to click.

Google operates like the human mind. It takes into consideration the relationship between search keywords, neural networks, websites, links, and more.

Thus, the future of SEO requires marketers to:

• Consider the brand as a whole.
• Understand how they can sell the message to the right audience.
• Fill in the gaps to educate users and get seen in the right channels. 

Because no mind is alike, no user searches alike either. Everyone has different internal drives, perceives the world differently, and searches for different reasons.

SEO pros are now challenged to capitalize on deeper knowledge about:

• How Google works.
• How humans behave.
• How powerful semantics and language correlate with one another to create SEO results. 

SEO Must Be Utilized with Reverence to Build Trust & Deliver the Best Brand & Web Experience for Users

The future of SEO will be brand integrity and utilizing partnerships and relationships to build credibility and popularity.

The importance of PR and gaining traction online through other websites and media hubs will be valuable for SEO success. 

Real links from authorized sites and media outlets will help validate brands.

Creating links through credible media sources and showcasing companies online with PR efforts will help brands seem more appealing and credible through the lens of both machines and humans.

One thing is for sure, if SEO and marketing pros are unwilling to adapt, get curious, and live with an open mind, they won’t be able to keep up with technology.

The future of SEO is brand awareness – driving messages that can connect to audiences in bigger, long-term, ways.

In a world where we all are craving a global change, more unity, more equality, more freedom, and more happiness, we all can collaborate to build marketing initiatives and utilize tech and media to truly inspire people and the planet.

Brands and marketers have a huge responsibility to not only get ranked in Google, but also to:

• Convey a bigger story that can relate to humanity.
• Inspire new generations.
• Help companies be seen in more humanized ways rather than sounding like a sales pitch or product.

Without believing in the imagination and believing in our own ability to connect and captivate audiences through creativity, we will miss the bigger picture of what marketing is and how to really portray a meaningful story that doesn’t just sell but shows a bigger vision.

SEO and marketing pros will be challenged to shift perspectives and even produce sustainable content that can drive users to websites and truly build brand loyalty across different platforms and more.

More Resources:

• A New Era of Google Search: What It Means for SEO
• Real-Time SEO: The Future of Research, Insights & Rank Data
• Where Search & SEO Are Heading in 2020 and Beyond [PODCAST]

MozCon 2019 was an absolute blast. There were unlimited treats. There were Roger hugs. There were networking opportunities and Birds of a Plume tables and search surprises galore. And there were a lot of folks in our community who enjoyed it all unfold from the point of view of a Twitter hashtag— fun to follow along with, however not rather the very same impact as seeing the talks unfold in real-time.

If you’re still wanting you might’ve signed up with us in Seattle this previous July, you’ll more than happy to understand that you can recreate the MozCon experience from the convenience of your office or home (or your office, but ideally not your office-home– seriously, Karen, the quarterly reports will still exist in the morning!).

Yep, you got it: the MozCon 2019 Video Bundle is available for your purchasing and viewing enjoyment!

Get the MozCon 2019 video bundle

Tell me about the video bundle!

For those of you who went to in-person, excellent news: you’ve already got access! The video package is always included in the cost of your MozCon ticket, so you can relive your three packed days of finding out as sometimes as you desire– and if you aren’t too bummed that they already made you share your MozCon boodle with them, make sure to share the vids with your team!

For the rest people, the video bundle lets us delight in the discussions at our own pace. It’s condensed MozCon-caliber details in a neat, on-demand plan that you can– have we mentioned this?– show your group. Seriously, we believe they’ll like it. We were humbled to host some of the really brightest minds in SEO and digital marketing on our phase. With topics ranging from content marketing to technical SEO, Pay Per Click to regional SEO, and simply about whatever in between, there are discussions to motivate simply about any function in marketing (and your web dev just might be interested in a few talks, too).

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2. Web Browse 2019: The Vital Data Online Marketers Need, Rand Fishkin
3. Human > Maker > Human: Comprehending Human-Readable Quality Signals and Their Machine-Readable Equivalents, Ruth Burr Reedy
4. Improved Reporting & Analytics Within Google Tools, Dana DiTomaso
5. Local Market Analytics: The Obstacles and Opportunities, Rob Bucci
6. Keywords Aren’t Enough: How to Discover Material Ideas Worth Chasing After, Ross Simmonds
7. How to Turbo Charge Link Building with a Digital PR Newsroom, Shannon McGuirk
8. From Absolutely No to Local Ranking Hero, Darren Shaw
9. Esse Quam Videri: When Fabricating it is More Difficult than Making It, Russ Jones
10. Structure a Discoverability Powerhouse: Lessons From Combining an Organic, Paid, & Content Practice, Heather Physioc
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12. Making Memories: Creating Content Individuals Remember, Casie Gillette
13. 20 Years in Search & I Don’t Trust My Gut or Google, Wil Reynolds
14. Super-Practical Tips for Improving Your Website’s E-A-T, Marie Haynes
15. Repairing the Indexability Difficulty: A Data-Based Framework, Areej AbuAli
16. What Voice Method for Browse Online Marketers: Top Findings from the 2019 Report, Christi Olson
17. Redefining Technical SEO, Paul Shapiro
18. How Many Words Is a Concern Worth?, Dr. Peter J. Meyers
19. Fraggles, Mobile-First Indexing, & the SERP of the Future, Cindy Krum
20. Killer E-commerce CRO and UX Wins Using A SEO Crawler, Luke Carthy
21. Material, Rankings, and Lead Generation: A Breakdown of the 1%Material Technique, Andy Crestodina
22. Running Your Own SEO Tests: Why It Matters & How to Do It Right, Rob Ousbey
23. Dark Helmet’s Guide to Regional Supremacy with Google Posts and Q&A, Greg Gifford
24. How to Audit for Inclusive Content, Emily Triplett Lentz
25. Image & Visual Browse Optimization Opportunities, Joelle Irvine
26. Aspects that Affect the Regional Algorithm that Do Not Impact Organic, Happiness Hawkins
27. Included Snippets: Fundamentals to Know & How to Target, Britney Muller
    
    

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If we might consist of a download of a Leading Pot doughnut and some piping hot Starbucks, we would in a heart beat. Sadly, they don’t have the innovation for that … yet.

Complimentary preview – Running Your Own SEO Tests: Why It Matters & How to Do It Right by Rob Ousbey

Mentioning doughnuts, we wouldn’t expect you to purchase a dozen sweet treats without taking a little taste first to see if you like ’em. It’s essential to know that your doughnuts are both tasty, shareable, and appropriate to your everyday work as an SEO — nearly exactly like the MozCon video package. And similar to the feeling of heat and goodwill you receive when you return to the workplace with an aromatic baker’s lots, your teammates will thank you when you have actually got twenty-seven highly actionable speak with show them– presentations that’ll develop your skills and level up your understanding of contemporary SEO and digital marketing.

That’s why we’ve released a talk we’re extremely pleased with as your free preview of all the juicy goodness you can look forward to in the video bundle: Running Your Own SEO Tests: Why It Matters & How to Do It Right, presented by our really own Rob Ousbey.

Google’s algorithms have actually gone through significant modifications in the last few years. Standard ranking signals do not hold the exact same sway they used to, and they’re being taken over by aspects like UX and brand that are ending up being more important than ever previously. What’s an SEO to do? The answer depends on testing. Sharing original information and outcomes from clients, Rob highlights the necessity of testing, discovering, and repeating your work, from standard UX testing to weighing the effect of technical SEO changes, tweaking on-page aspects, and altering material on key pages. Actionable procedures and real-world outcomes abound in this thoughtful discussion on why you must be evaluating SEO changes, how and where to run them, and what type of tests you should think about for your scenarios.

Gather the team, get some treats, and prepare yourself to binge these discussions Netflix-Original-Series-style.

Get the MozCon 2019 video package