Testing cadence & objectives — Will Critchlow // SearchPilot

Show Notes

• 02:34
  The cadence for SEO testing

  Cadence is one of the main ways to set goals in terms of SEO testing. Research from Bing indicates that its best to take an approach with less pre-filtering, where ideas are tested as quickly as possible and the losing ones are turned off immediately.
• 07:18
  Prioritizing velocity over waiting for high levels of statistical confidence in SEO testing

  In SEO, things are continuously changing with your competitors and Google, so you have to constantly change things on your website. This has led to a mindset of continual evolution, process, and shifting.
• 08:04
  Factors that may limit SEO testing cadence

  Constraints include how quickly you can come up with ideas, website size, and how many testable site sections you have. Bigger websites are able to run tests faster because they can come up with many test ideas.
• 08:58
  Things that can be controlled in SEO testing

  Getting sign-off from different stakeholders proactively will enable you to always have a testing backlog before the previous test is finished. That way, youll always have a test running in every testable section at all times.
• 09:34
  How to approach cheap vs expensive changes

  Always take into account the comfort level of the business with investments and uncertainty, then optimize for speed within those constraints. For cheap changes, rollout may occur with weak evidence, but expensive changes require a high degree of statistical confidence.