SEO Website Testing: The Golden Bullet For Small Business

SEO (Search Engine Optimization)

It’s generally understood that websites are crucial for the success of businesses. Yet, a common oversight is not regularly testing websites for potential improvements. Where SEO is concerned, there couldn’t be a bigger mistake.

Whilst investing in a superb digital presence is a great start for any business, allowing your website to fester will quickly render your investment redundant. Most small businesses believe they do not have the resources to fulfill regular website optimisation. However, with so many on-page SEO checklists and step by step guides readily available online, this isn’t an excuse anymore.

Of course, some of the more advanced SEO techniques may still be out of reach. But with hundreds of ‘easy to follow’ implementations, if you can follow instructions, you can enhance your presence. What’s more, the fact that most other small businesses don’t take pride in maintaining their presence, you’ll be one step ahead of the game.

Importance Of SEO Website Testing

The importance of SEO website testing is simple. A return on investment. Every minute spent improving your presence will deliver benefits longer lasting than any other digital channel. SEO implementations are somewhat evergreen. Each blog post, outreach article and small website tweak for the better can serve your business for years to follow.

Take split testing SEO page titles, for example. If page title ‘B’ retains or grows your rankings whilst increasing your click-through rate by 5%, your business is immediately richer. Let’s say you generate $100,000 worth of business per month from your website. That’s an extra $60,000 in your pocket every 12 months from the simplest of changes.

Another important factor to consider is that without testing, how do you really know whether your website is working for you or not? Websites are far evolved from the brochure-based digital presence and the tools now available to assist your growth are insane. Your website is your single greatest digital asset and testing regularly will allow you to mature your business.

9 Easy SEO Website Testing Examples

Before we share different SEO and website testing examples, it’s important to not confuse the two as separate entities. Another common misconception is that ‘website optimisation’ is different from ‘SEO’ optimisation. In fact, they are absolutely identical.

Google wants to provide your website visitors (it’s customers) the best experience and results for every search query. Therefore, whether it’s optimising your websites load time or adding an additional 500 words of relevant content to a blog post, it’s all for the greater good of your visitors.

Here are some examples of what’s considered SEO website testing:

  1. Changing SEO page titles to measure rankings and Click-through Rate (CTR).
  2. Adding title modifiers to your page titles (e.g. Agency, Cheap, Melbourne)
  3. Testing SEO meta descriptions to measure CTR.
  4. Optimising short-form vs long-form blog articles to measure rankings.
  5. Trialing new keyword synonyms within your content to measure rankings.
  6. Adding new sub-headers (H2, H3) to your content to measure rankings.
  7. Testing different styles of lead generation forms to measure Conversion Rate Optimization (CRO).
  8. Split testing image-driven blog articles vs content articles.
  9. Trialing internal vs external links within your content.

How To Run SEO Tests Properly

Before you go hell for leather making changes to your website, meticulous preparation and planning is required. Remember, every change you make has the power to both positively or negatively affect your presence.

Therefore, it’s best to make tests within isolated groups, rather than your entire website. Once you’ve read this article, we recommend that you check out Rand Fishkin’s advice for running successful SEO tests for an in-depth look at SEO testing. But first, let’s take a look at the basics of running an SEO test properly.

Segmentation

SEO tests should always be performed in isolation. Take a small series of pages that acquire minimal traffic and perform small changes. A great place to start is your blog or a sub-service page that acquires minimal search volume. Pick one keyword set. One campaign. Or 10% of your overall traffic.

Test, Measure, Test Again

It goes without saying that measurement is the key. But we’ll say it anyway. Measurement is the key to success! A common practice with SEO testing involves recording current traffic and click-through-rates then making your tweaks. Take 30 days worth of traffic, make the changes and then record for another 30 days. Remember, SEO is a marathon, not a sprint.

Repeatability

Got some decent results? That’s awesome. Now, let’s do it all over again. One-time spikes won’t achieve consistent growth and the moment you’ve cracked the formula, you’re onto a winner. Once you’ve nailed a theory, take a larger group of pages and repeat the same process.

Final Thoughts: SEO Website Testing

The foremost consideration for any website or SEO testing should be your customers. Do everything possible to make them happy and you’ll ensure that Google is happy too. Whether it’s improving the load time of your website or making your pages mobile-friendly, your website visitors will have a better experience.

SEO website testing is a golden bullet for most small businesses. But you must proceed with caution. You wouldn’t want to do something you can’t take back!

Have you ever tested your website with SEO in mind? Tell us about your experiences in the comments below.