SEO Testing: 8 Experiments To Improve Organic Traffic

Posted by

Envision the outcomes you might achieve if you knew the Google search algorithm.

Simply consider the natural traffic you might drive to your site if you knew precisely what Google was taking into consideration when creating online search engine results, the accurate quantity each aspect plays on rankings, and exactly what it would require to get to the top.

But of course, Google would never ever let you see behind the curtain. Not just might a bad actor use this information for wicked purposes, but it would take all the fun out of seo.

So instead, each time there’s a brand-new algorithm update, it’s up to us to figure out what exactly has altered and how to finest utilize this to our advantage.

And because we in the seo world are a community, we tend to figure these things out collectively.

And due to the fact that there are no (or really couple of, anyhow) absolute responses, a great deal of optimization comes down to best practices, theories, and outright guesswork.

Luckily, there’s a terrific way to identify if these theories are based upon truth or simply large opinion. Obviously, we’re talking about experimentation.

(Insert mad scientist laugh here.)

Prior to you get brought away and hurry to put on your safety goggles and lab coats, unwind. No bubbling beakers filled with mystery liquids are involved, and your threat of unintentionally producing a monster is really low.

(I would say no, however I have actually seen the “Terminator” series, and it never clearly says that an online search engine optimizer didn’t create Skynet, so let’s play it safe.)

All your SEO experiments can be done from your desk chair’s convenience (and safety).

However before we dive into those, let’s very first discuss how to test your SEO.

Steps For An Effective SEO Experiment

The good news is, we do not need to develop an entirely brand-new framework for creating, conducting, and measuring our SEO tests– we can repurpose the clinical technique you’re probably currently acquainted with.

Been a while because high school chemistry? Do not stress; these five steps are sure to sound familiar:

  1. Make an observation. (E.g., my site is not on the very first page of Google search engine result.)
  2. Ask a question and form a hypothesis. Is my meta description optimized for ranking? If I compose much better meta descriptions, it will enhance my ranking.
  3. Collect information. Upon altering these descriptions, track the modification in ranking position and website visits.
  4. Evaluate the information. Create tables, charts, and diagrams to help you understand the link in between what was altered and altering results.
  5. Reason. Does the proof support your prediction? Why or why not? Was website traffic increased due to your new meta descriptions, or did you likewise receive national news protection during your testing duration?)

You’ll wish to do what online marketers call A/B screening for accurate results. This indicates creating two versions of the exact same page, with only one difference, so you can see which gets the better action.

Prior to you begin, keep one thing in mind: Incremental modifications are essential. If you go wild and change all of these at the same time, you’ll have no idea which one(s) is making a distinction.

Play it slowly and be client. Test one, then wait on the results before carrying on to the next. This will offer you an obvious concept of what you need to do moving on to guarantee you’re constantly claiming front-page real estate.

With that out of the method, here’s a take a look at eight various things you can check to enhance the ranking of your site:

1. SEO Title

Have you ever written what you thought was an incredible page title, only for Google to reword it in search results page? That normally takes place when the search engine does not seem like your title was a good reflection of the page’s material.

However you can change this anytime you like.

And even if Google does change the one you created, Google’s John Mueller confirmed the initial title is still used for ranking purposes. This means even if you’re getting your SEO titles altered, it’s still an excellent concept to try to enhance them.

Here are a couple of things you can test to see if they produce results:

  • Include your target keyword.
  • Modification their length (shorter is not constantly better).
  • Experiment with brand name placing or eliminate it completely.
  • Get click-baity (e.g., Do you wish to lose 20 lbs. quick?).
  • Include published date to show details relevance.
  • Get imaginative (people enjoy what’s new and whimsical).

2. SEO Meta Description

Now, wait just a minute– you’re probably stating right now– Online search engine Journal has actually been clear that Google hasn’t utilized meta description in its rankings because at some point between 1999 and 2004.

Put down your pitchforks. Even if they aren’t a direct consider SERPs does not indicate meta descriptions aren’t an essential SEO element.

For instance, they can help improve your click-through rate, force searchers, create brand direct exposure, and help distinguish you from the competitors. And all of these effect user habits, which is a signal that Google factors in.

There have been entire articles discussed developing incredible meta descriptions. But for our purposes, here are a few things you can A/B test to see if you can enhance your natural traffic:

  • Try different lengths. Traditional SEO knowledge recommends character count between 156-165– see what works for you.
  • Include keywords.
  • Modification your tone. Usually speaking, your design must match your brand’s voice, but for a particular page, perhaps this isn’t the case.
  • Get specific– are you getting a lot of visits from one long-tail keyword? Include that to your meta description.

3. Internal Anchor Text

You may understand anchor text as the noticeable, clickable (normally blue) text in a hyperlink like this.

Not just is this helpful for giving extra context to users, but Google has actually verified: Anchor text helps it much better comprehend a page’s material, permitting it to rank those pages for pertinent searches.

For example, in the paragraph above, “Google has actually verified” is the anchor text attached to the target link, which directs to a link showing that verification.

There are several kinds of anchor text you can use, including those with precise or partial-match keywords, branded (Online search engine Journal), images, generic (“click here”), and naked links (

To experiment with the effect, internal anchor text can have on your natural traffic. You can attempt things like:

  • Changing their length (though much shorter is typically better).
  • Including keywords, especially low-density keywords.
  • Increasing uniqueness.
  • Changing them to be more target link-specific.

4. Schema Markup

Schema markup is a type of structured data utilized by Google and other online search engine.

Following standards developed by, it is basically a lingua franca for search engines. It’s a recognized requirement that utilizes a special vocabulary to help search engines more clearly understand your content.

It’s utilized to create abundant bits for including info about occasions, recipes, people, videos, evaluations, and items, among other things. These, in turn, make your link appear more popular in SERPs.

And while schema is not straight factored into your ranking score, like SEO title, it can improve your click-through rate and impact your user habits ratings.

Experiment with adding schema markup to your pages and see if it improves your results.

5. Images

A picture is worth a thousand words– everyone knows that. This is since people are visual creatures. And web designers and SEO specialists have actually recognized the significance of including images on websites for a very long time.

And it’s not just because they add visual interest and grab attention; they can likewise enhance your search ranking.

Initial (not stock), high-quality images optimized for SEO can reap the rewards.

Here are some things you can try with your images to improve your traffic:

  • Include images. You should include images to every page. No one wants to check out a wall of text.
  • Pick a different file name. You wish to instantly make it clear to Google what your image is depicting. Attempt including your keywords.
  • Modification your formatting. There is no one-size-fits-all for digital images. You might wish to change your file type depending on your image needs. JPEGs benefit bigger photos. PNG files maintain background openness.
  • Compress files when possible. In general, smaller sized files are constantly much better.
  • Guarantee responsiveness. With mobile search being such an essential consider contemporary SEO, you want to ensure your images constantly look fantastic on phones and desktops.
  • Include alt text if the image can’t be shown for some factor.

6. Headers

Your headlines and subheads give your page structure. This makes it easier for human beings to search and for search engines to understand what each section is about.

Google’s John Mueller was really clear about this, emphasizing the presence of any headings, not just H1s, sends a strong signal about the page’s content. It would be best if you took unique care with all your H tags, from H1 to H6. This is due to the fact that they also function as an ease of access help and navigational tool in addition to their structural advantages.

As soon as upon a time, your headers were an enormous consider your ranking. However then, like always, people abused them, and Google began punishing keyword stuffing, overuse, and other unclean heading techniques.

That stated, while they are far from the only factor Google considers, there is no question they are essential.

Here are a couple of things you can have fun with to attempt and enhance your SEO results:

  • Add more headings (other than H1s). Improve the structure and clarity of your content by adding more subheads.
  • Try utilizing them to separate blocks of text. Nobody likes massive text blocks. H2s, H3s, etc, are the best solution.
  • Add keywords. Like almost whatever else we’ve talked about, you must try out the use of keywords in your headings.
  • Enhance for featured snippets. Get attention and draw brand-new traffic by declaring those unique boxes on search results. Write your headers to land these.
  • Get creative. Attempt making your headings and subheads more fascinating.

7. Word Count

You currently know content is the important thing in any SEO technique. But you might not have actually believed much about how the variety of words you use can impact your ranking and traffic.

While you should not expect word count to push you over the leading and take you from page six to the leading result, it can help specify your website as appropriate and important to a search query– and attract readers.

What do we indicate by this? Again, it’s not a direct ranking aspect, according to John Mueller.

With that stated, longer-form copy tends to rank greater. This is due to the fact that utilizing more words provides Google with more details on what your page has to do with.

And if these longer pieces are well-written (like the one you’re reading in the author’s ever-so-humble viewpoint), they’ll assist establish you as an authority on the topic.

And experimentation is simple. Take among your existing articles or post and duplicate it. On the second one, state at higher length upon your topic.

Please note, we’re not talking about using your word count techniques from college (e.g., “at a later date” instead of simply “later”). Rather, you must expand on concepts and topics, include examples and mention additional sources.

Then, see which one carries out better on search engines. Possibilities are, it will be the longer one.

Read this piece for more on utilizing word count for SEO optimization.

8. URL

Some SEO specialists will swear URLs with keywords perform better than generic ones. Is this the case?

Well, yes and no.

On the one hand, Google has actually verified when it performs its preliminary crawl of a website, keywords in URLs assist it understand what the site has to do with.

Nevertheless, as this is only factored in when a new website is crawled, its function in a continuous SEO method is very little.

However again, this doesn’t indicate you can’t utilize them to your advantage. Clear URLs create a much better user experience and can be utilized as naked anchor tags a lot more accessible than one with 75 random numbers and letters tacked on at the end.

Explore your URLs. Take some of your old, non-descriptive links and include keywords to them. Shorten long URLs.

If you’re fretted about losing links from the old page, add a 301-redirect indicating the brand-new one.

Don’t Hesitate To Attempt Something Brand-new

Seo is a constantly shifting landscape. Changing patterns can change how people engage with your site.

As algorithms modification and new technologies emerge, your strategy requires to develop.

There has never ever been, and probably never will be, “set it and forget it” seo. It will constantly need forward-thinkers and individuals going to experiment to discover brand-new methods to get their websites to the top of the rankings.

Who says you can’t be among them? Someone needed to be the first to figure out that keyword stuffing helped rankings, and another person needed to determine when it stopped working.

If you want to experiment and try brand-new things, you might find the next fantastic new technique. Just do not forget to share it with us.

More Resources:

Featured Image: Tatyana Vyc/Best SMM Panel