Testing is a process that isn’t always taken as a separate stage with SEO. Most businesses are in a rush to get results from their SEO campaign, and taking a few weeks out to test with scientific rigour just doesn’t fit in with their plans. If you have time, however, testing can help you to refine your SEO to produce excellent results.
The A/B test process
The A/B test is one of the classic testing methods, and it is used in all sorts of industries. The basic requirement is to have two very specific options, known as variables, to test. These two variables are placed within the same environment and exposed to the same types of audiences over similar periods of time. In other words, two versions are put to the same test, and the results should show which is more effective.
The variables in an A/B test can be minute. When it comes to search engine optimisation testing, the variables might be something significant, like the wording of a title, or something basic, like the keyword used for that a page. Testing in this way can give you ideas on tone, on what phrasing is likely to increase conversions, or on how to focus your SEO.
The advantages of testing
No business likes walking into a process blind. With SEO, there are many variables, and this can make the process a challenging one. The advantage of thorough testing, like using A/B tests, is that you can get reliable information on your planned paths. Testing can provide you with hard numbers to use when predicting how internet users will react to the changes in your site.
It’s important to note that the internet is such a shifting environment that even thorough tests won’t provide you with definite information. Testing for search engine optimisation is not like testing for a chemical reaction. A version of your pages might show some results one week and completely different results the next. This is one of the reasons SEO is a process of intuition and creativity as much as it is a technical process.
What’s your testing schedule?
Very few companies allow a thorough testing period during their initial optimisation. It adds additional time to the SEO schedule, and when a business is impatient for results, thorough scientific testing processes can easily be put aside. After all, SEO is not a scientific process. A lot of it can be done using the instincts and experience of your SEO consultants.
On the other hand, if you’ve invested significantly in the optimisation of your site, testing can provide you with the assurance that you’re moving in the right direction. Spending extra time can be worth it for peace of mind.
You can do without thorough testing if you have to. A lot of alterations to your SEO plan can be made after the initial results come in, and this is what many companies do. Talk to us at SEO Consult about your options.
