Lessons Learned from SEO Tests that Didn’t “Win” – Whiteboard Friday
SEO testing is an important part of growing your business. It provides insights into what customers respond to, which can be crucial in your long-term success. Even if you don’t receive the results you wanted, there are still lessons to be learned. Here’s a look at some of the key takeaways from SEO tests that didn’t “win”.
Understand the Core Reason for the Test
Before launching an SEO test, it’s important to understand the purpose behind it. Are you looking to increase visibility? Improve click-through rate? Increase conversions? All of the above? By understanding the desired outcome of the test, you can better identify potential causes of failure.
A/B Tests May Not Always Tell the Whole Story
A/B tests are great for examining small changes and understanding how customers respond, but there’s only so much which can be gleaned from limited data. Before investing additional resources, consider running a higher-level SEO test that includes one or more variations in addition to an A/B test.
Be Clear on Data Collection and Analysis Processes
A successful SEO test needs to be organized and well-executed. Make sure you have the proper processes in place for data collection and analysis. Establishing KPIs (Key Performance Indicators) early on can help you measure success.
Identify Areas of Improvement
Even if your test didn’t turn out as expected, there is still value to be gleaned. Take the time to identify any areas of improvement such as page layout, content optimization, or target audience. This information can help you improve future tests.
Be Prepared to Make Changes
Whenever launching an SEO test, be prepared to make changes if need be. If the data doesn’t back up your original hypothesis, don’t be afraid to pivot. Embrace change and be willing to adjust your approach in order to move the project forward.
Ultimately, the key is to learn from your mistakes and take away actionable insights. Try your best to distill the data into key takeaways and use them to craft better testing strategies in the future. This can provide tremendous value to your business if done right.
So, if you’ve had an SEO test that didn’t “win”, don’t worry. There are still lessons to be learned and strategies to be honed that can ultimately lead to success.
