Ryan Jones
speaker
103 appearances
1 recordings
1 series
first heard Nov 2024
last heard Nov 2024
Ryan Jones’s voice in public audio — every appearance, attributed to the second.
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results from tests and they say, oh, hey, look, we've got this really successful test because page clicks have gone up 200% based on this tiny change that we've made.
And then we go back in the data and we find that the test was run during a core update that Google have announced.
And when stuff like that happens, it's really hard to analyze whether that's a Google change or it's a change that you've made or it's a combination of both.
So the advice we try and give out is if you are running any tests and then Google announces a core update, then you kind of have to disregard that and let the update run its course and see what happens because it's kind of impossible to take any learnings when that type of stuff happens, especially when it impacts a page that you're directly testing on.
Yeah, that's kind of subjective because obviously every business is going to have different goals with their website.
I mean, I worked agency side for a while and we had clients that really, it seems weird to say as someone who's worked in SEO for nearly 10 years, but we had clients who really didn't care about the levels of traffic that were coming to their site.
They'd be happy if even 100 people came to their site.
What they really focused on was how many organic leads they were getting.
So in their particular case, it would be a successful test would be if more leads were generated from that page following a change.
But then you have obviously some clients that really want to, especially if they're testing on blog posts and something like that, then they really want to go for higher rankings and more traffic, more impressions, better click-through rates, that kind of thing.
So I think the general rule of thumb to kind of follow is if you are doing SEO tests, then you should be aware of the SEO metrics that are changing, whether that's impressions, click-through rate, traffic, that kind of thing.
And then you can add different things on as well as you and your business need to.
So if it's a blog post that kind of converts well for you generally, then you might want to track conversion rates as well or clicks to a specific call to action, that kind of thing.
Especially when you're using software to do it, it's really easy to track the SEO metrics that do change.
And then you can add on different KPIs that you need to on top of that.
Yeah, definitely.
That's something that we are seeing.
And not to talk too much about SEO testing itself, but one of the things that we allow customers to do is to track GA4 events as part of SEO tests.
And I've definitely seen some examples of some of our clients directly tracking time on page and that kind of stuff with their tests as well, which tells me that they're obviously making a change in the hope that it keeps users on the site longer.
and keeps users clicking about on their pages and that kind of stuff.
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