2. This material and all course content is the proprietary intellectual property of Tony Tie. and may only be used by course participants or educators for educational purposes as authorized by Tony Tie. Any other use is unauthorized and unlawful.
Approaches to Qualifying SEO Growth
Prepared by Tony Tie
Enterprise SEO
Testing Growth Part 1
6. By Tony Tie
Segment Considerations
➔ Select similar category / page type
➔ Ensure splits have similar historical traffic
◆ Look back at last 90 days (further back the
better)
◆ 150 pages may have the same traffic as 3000
pages
➔ Consider seasonality
20. By Tony Tie
Applications for Test
Pre/Post
➔ Single / Few Page
➔ Site Redesign / Large UX Update
➔ SERP Update
◆ Organic Algo
◆ New PPC Feature
Split Testing
➔ Lots of Pages
➔ Incremental Page Interrations
◆ Working with Product/UX
Team
21. By Tony Tie
Other Considerations
➔ Start Measuring When Pages Are Cached
➔ Group Pages With Other Similar Metrics
◆ Bounce Rate, Time On Site, Conversion
Rate
➔ Statistical Significance (+95% confidence)
◆ Chi-Squared
◆ P-Value
◆ NB: If groupings don’t have a lot of traffic,
this may prolong testing period
22. By Tony Tie
Part 2: We’ll talk about testing for CTR
and SERP behavior