Add a heading (5)

How To Grow SEO Organically

SEO Experiments for Increasing Organic Traffic

The best part? Almost all (96%) of companies that do run SEO experiments report an increase in traffic. Another 92% see uplifts in click-through rates; over half say new customers come their way.

We created this guide to explain why, and illustrate the importance and potential of A/B testing SEO with nine experiments that could help you attract more organic traffic. 

Why Does it Matter?

you will need to take into account when Optimization your website. Some are off-site or site-wide, such as backlinks, brand reputation, and security.

However, search engine crawlers are concerned with the optimization of every single page when it comes to ranking your content. The factors that matter include:

  • The presence of keywords in anchor text; and
  • The inclusion of keywords in the page’s meta titles and descriptions;
  • The placement of heading tags;
  • The Schema markup of the page.

Here are 10 SEO experiments you can try to identify improvements to be made to your own organic search strategy:

  1. Meta Titles
  2. Meta Descriptions
  3. Heading Tags
  4. Image Alt Text
  5. Delete Element
  6. Move Element
  7. Add Element
  8. Internal Links
  9. Link Anchor Tex
  10.  Schema Markup

1. Meta Title

Meta titles are one of the first things users see in your listings in the search engine results pages (SERPs), so they play an important role in influencing clicks. 

While it’s not considered a direct ranking factor, Google’s algorithm takes CTR into consideration when evaluating the quality of organic search results, so it follows in theory that better CTRs should contribute to better rankings — meta titles matter here.  

Remember: People read these meta titles when deciding between different pieces of content in the SERPs. 

By testing them on selected product pages in a Variant group, you will be able to see how such changes might affect your CTRs and rankings across your whole site.

2. Meta Descriptions

Meta Description appear beneath the meta title and give searchers clarity on what a page covers. They exist to add context and encourage click – through, convincing searchers why they should click your results over those of competitors.

You can run a variety of SEO experiments on these meta tags, such as adding or removing:

3.Heading Tags

Heading tags are on-page elements that help Google understand what a page is about. You will have one main H1 for each page, and several H2s or H3s as sub header to break up your content. 

These can be tested to help you improve the clarity of your site’s content for search engine crawlers, so they can do a better job of finding the right results for their users. 

Run split-test experiments with your Control and Variant groups to see whether any of the following changes affect organic traffic:

4.Image Alt Text

Search engines rely on Alt text to interpret images and find suitable results for users.

The good news is that you can split-test whether or not Google bot changes the ranking position of a page or the image in Google Image search based on the changes you make to your alt texts.

Some alt text-related SEO experiments include;

5. Move Element

 Of course, you don’t have to remove elements altogether when running SEO experiments.

You can test whether or not simply moving certain elements makes a difference to SEO results. This can include:

  • Moving images above or below headings; and
  • Moving content blocks to other locations on the page.

Remember: While these changes might impact on-page user behaviour metrics, the purpose of SEO split-testing is to monitor Google’s response to a change. You will likely need to work with CRO teams to find the sweet spot, combining SEO and user experience metrics to figure out an optimal page layout.

6. Add Element

Would the addition of a new element cause any change to your organic traffic? In some cases, adding an image to a page can result in uplifts in traffic — especially if it gets picked up in image search. An SEO split-test will help you find out.

Run SEO experiments to see whether including the following on a page impacts its search traffic:

  • Inserting an image; 
  • Including an internal link to another page; or
  • Adding a different content block above the fold.

7. Internal Links

Internal links direct people (and search engines) to other relevant pages of your site. 

They can improve user behaviour metrics like bounce rates, time on site, and pages per session — all of which are key indicators of the quality of a site’s content and user experience. 

You can run A/B tests on these internal links to determine whether or not changes to any of the following improve your SEO performance:

  • A link’s position on the page (such as the navigation bar);
  • The page being linked to; or
  • Shallow vs. deep links.

8. Link Anchor Text

Anchor text gives search engines a description of the link to which you are pointing. It helps crawlers determine what the page is about, and, therefore, what it should rank for.

  • Character length;
  • Exact match vs. broad match text; or
  • Format (i.e. does hyperlinking over an image make a difference?).

9. Delete Element

This refers to changing the position of an element on your website’s pages, such as moving a section of text or an image to a different location.

10. Schema Markup

One glance over Google’s SERP shows that the days of 10 organic listings and nothing more are gone. Now, you will see a range of rich results  in the SERP — be that starred reviews, recipe ingredients, or headlines from news stories. 

All of these are built using Schema markup, which is a way of using structured data to show Google exactly what additional information it can pull from your pages to show users in its search results.

In the SERP below, for example, you will see an entire page of rich results taking precedence over the organic listings:

  • Whether Schema markup makes a difference;
  • Different structured data types; and
  •  JSON-LD vs. Microcode code.

If you see positive results from any Schema split-test, you will be able to start planning a wider roll-out across your site in the hope of achieving similar results, with further tests if necessary to support your decisions

Add a Comment

Your email address will not be published. Required fields are marked *