When 'what’s good for users' isn’t good for Google
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My CXL Live (#CXLLive) 2019 presentation looking at full funnel testing that combines SEO A/B testing with CRO split testing to help us all work together better.
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When 'what’s good for users' isn’t good for Google
- 1. When “what’s good for users” isn’t good for Google Will Critchlow -- @willcritchlow CXL Live 2019
- 2. A WINNING conversion rate test
- 4. “How do we know the tests won’t hurt conversion rate?”
- 5. Never: “how do we know our CRO tests aren’t hurting rankings?”
- 8. Most organisations treat them entirely separately SEO CRO Search Engine Optimization Conversion Rate Optimization
- 9. But in truth there is a lot of overlap SEO CRO
- 10. While some SEO changes don’t impact CRO SEO Meta info - invisible to UX CRO
- 11. And some CRO changes don’t impact SEO SEO Non-indexed pagesCRO
- 12. An awful lot of changes affect both
- 13. Anyway. You ought to worry about BOTH
- 14. I wrote a post at moz.com about how big an impact this can have
- 15. You think this is what happens as you roll out winning CRO tests
- 16. But you don’t realise that some of them are bad for search
- 17. What if there was a way to GET the best of both?
- 18. You can do better if you only roll out the true winners
- 19. SEO split testing is template basedOur solution: full funnel testing
- 20. Conversion rate optimization focuses on converting more of your existing traffic (bottom of the funnel) Conversion Rate Optimization
- 21. Conversion rate optimization focuses on converting more of your existing traffic (bottom of the funnel) Search engine optimization focuses on getting additional traffic to your website (top of funnel) Conversion Rate Optimization Search Engine Optimization
- 22. Conversion rate optimization focuses on converting more of your existing traffic (bottom of the funnel) Search engine optimization focuses on getting additional traffic to your website (top of funnel) Full funnel testing combines these approaches to do both at the same time resulting in higher ROI from testing Conversion Rate Optimization Search Engine Optimization Full Funnel Testing
- 23. But let’s back up and talk about SEO testing a bit
- 28. SEO split testing is template basedSo we started SEO A/B testing
- 29. SEO split testing is template basedHere’s how it works - on an example website Home Animals Cats Dogs Unicorns Badgers
- 30. CatsCats We want to test two templates for our animals pages
- 31. Cats Dogs Unicorns Badgers CRO test - different users see different templates on the same pages 1
- 32. Cats Dogs Unicorns Badgers CRO test - different users see different templates on the same pages 1 2 Cats BadgersDogs Unicorns
- 33. Cats Badgers SEO test - different users see the same templates on DIFFERENT pages 1 2 Cats Badgers Cats Badgers
- 34. Cats Badgers Unicorns Dogs SEO test - different users see the same templates on DIFFERENT pages Cats Badgers Unicorns Dogs Cats Badgers Unicorns Dogs 1 2
- 35. The site looks like this during the test Home Animals Cats Dogs Countries Scotland England Ireland WalesUnicorns Badgers
- 36. Animals A B A B A B A B Animals A B A B SEO testingCRO testing vs.
- 37. As a result, after a load of statistics, we get output like this
- 38. The fans show margin of error in total additional sessions
- 39. The test is significant when the shaded area crosses 0
- 40. In this case it happened here:
- 42. We have found some surprising things
- 43. We’ve tested removing poor-quality “SEO text” on category pages
- 44. E-commerce site number 1 ~ 3.1% increase in organic sessions
- 45. E-commerce site number 2 - No effect/negative effect
- 46. Getting back to full funnel testing
- 47. Google’s view Animals Cats Dogs Unicorns Badgers AB BA
- 48. User view Animals Cats Dogs Unicorns Badgers AB BA ?????
- 49. Animals Cats Dogs Unicorns Badgers AB BA Landing page established What do unicorns eat
- 50. SEO test complete Animals Cats Dogs Unicorns Badgers AB BA What do unicorns eat
- 51. Cookied AA AA What do unicorns eat Animals Cats Dogs Unicorns Badgers
- 52. Second page view Animals Cats Dogs Unicorns Badgers AA AA What do unicorns eat
- 53. Third page view Animals Cats Dogs Unicorns Badgers AA AA What do unicorns eat
- 54. UX is a ranking factor
- 55. UX is a ranking factor
- 56. UX is a ranking factorHow users see your site
- 57. UX is a ranking factor
- 58. UX is a ranking factor
- 59. UX is a ranking factorAffects organic search performance
- 60. Not everyone agrees Don’t worry. I have seen the reddit threads and twitter arguments
- 61. I don’t care
- 63. CTR for algorithm evaluation This has been confirmed repeatedly.
- 64. CTR for algorithm evaluation This has been confirmed repeatedly. CTR for personalization Slightly more controversial as we don’t know exactly what they mean.
- 65. CTR for algorithm evaluation This has been confirmed repeatedly. CTR for personalization Slightly more controversial as we don’t know exactly what they mean. Human UX ratings Qualitative ratings of pages that rank: used to evaluate algorithms
- 66. CTR for algorithm evaluation This has been confirmed repeatedly. CTR for personalization Slightly more controversial as we don’t know exactly what they mean. Human UX ratings Qualitative ratings of pages that rank: used to evaluate algorithms ML models trained on ratings E.g. Panda - trained to like the things humans like
- 67. CTR for algorithm evaluation This has been confirmed repeatedly. CTR for personalization Slightly more controversial as we don’t know exactly what they mean. Human UX ratings Qualitative ratings of pages that rank: used to evaluate algorithms ML models trained on ratings E.g. Panda - trained to like the things humans like Site speed measured directly Real User Metrics including site speed from Chrome
- 68. CTR for algorithm evaluation This has been confirmed repeatedly. CTR for personalization Slightly more controversial as we don’t know exactly what they mean. Human UX ratings Qualitative ratings of pages that rank: used to evaluate algorithms ML models trained on ratings E.g. Panda - trained to like the things humans like Site speed measured directly Real User Metrics including site speed from Chrome CTR as direct ranking factor This has been explicitly denied by Google reps.
- 69. Image source Come to an SEO conference for more London Boston San Diego www.distilled.net/events
- 70. I gave a presentation last year: “From the horse’s mouth” Slides & Video
- 71. So, given all of this, ALL we need to do is optimize for UX then?
- 74. Haahr talked about evaluating algorithms on “next page click rate”
- 75. Adding white space gamed that metric
- 76. It’s also really hard, and people are confusing
- 77. “We had a long-running experiment that swapped results two and four”
- 78. “My guess is more people would scroll down and click on position three”
- 79. “...actually more people click on [position] one”
- 81. We just need to know that UX is aligned with Google’s goals But we don’t need the futurist perspectives or the tinfoil hat conspiracy theories for my purposes here
- 82. We just need to know that UX is aligned with Google’s goals 1. Panda (ML-trained on UX signals) 2. Quant and qual measurement of algo changes using UX metrics
- 83. We should be building SEO hypotheses from UX fundamentals
- 84. In summary
- 85. UX is a ranking factor?
- 86. Not everyone agrees Controversial Accepted
- 87. We just need to know that UX is aligned with Google’s goals But we don’t need the futurist perspectives or the tinfoil hat conspiracy theories for my purposes here
- 88. We just need to know that UX is aligned with Google’s goals 1. Panda (ML-trained on UX signals) 2. Quant and qual measurement of algo changes using UX metrics
- 89. To know that we should be building SEO hypotheses from UX fundamentals
- 90. BUT: then we affect users and search
- 91. But that’s already true
- 93. SEO split testing is template basedWhich is why I believe the future of SEO is testing
- 94. Thank you Will Critchlow, CEO Distilled @willcritchlow With help, ideas, slides and more from @craigbradford, @dom_woodman and @tomanthonyseo
- 96. Image credits ● Hornet ● Beach ● Paul Haahr ● Google ● Smile ● Pug ● Chrome ● Tinfoil hat ● Broken plate ● Confused monkey ● Unicyclist ● Horse ● Phone ● Devil cat ● Coloured smoke ● Austin