The world of SEO is constantly evolving , due to regular changes to search engine algorithms like Google. To maintain optimal visibility, SEO professionals must therefore constantly adapt. This is where  the test and learn method comes into play. Used strategically in an SEO project, it can bring significant value.

What is test and learn?

The test and learn method, sometimes called A/B testing in the world of digital marketing, is a  continuous improvement process  based on experimentation . It is based on the implementation of different scenarios to evaluate their respective performances. In general, it involves setting up  two versions of the same page (A and B) and measuring which one generates the best results  in terms of visibility, traffic, engagement or conversions.

The goal is to  determine which version generates the best results , according to the defined objectives: improving the visibility of the site in search engines, better positioning, increasing traffic, stimulating user engagement, increasing the conversion rate, etc. The lessons learned from these tests are then used to further optimize the SEO strategy and continuously improve the performance of the site.

Why do test & learn in SEO?

Opting for a test and learn approach in SEO has many advantages . First of all, this method allows you to better understand the expectations and behaviors of the user. It gives valuable insights into the elements that most encourage interaction or conversion.

CONTINUOUS IMPROVEMENT OF SEO PERFORMANCE

In addition, test and learn promotes  the continuous improvement of SEO performance . By regularly testing new hypotheses, we have the opportunity to gradually optimize the pages and content of the site, gain  visibility and boost traffic . 

ANTICIPATION OF ALGORITHM CHANGES

Finally, test and learn allows you to anticipate algorithmic changes in search engines . Indeed, by constantly testing new strategies, you can detect new SEO trends more quickly and  adapt the strategy accordingly , to always stay at the top of search results.

REDUCING THE RISK OF LOSS OF VISIBILITY

Sometimes, SEO optimizations can have a negative impact, requiring you to go back. Thanks to the test & learn technique, you can  assess the results of the changes before implementing them on your page . You minimize the risks of impacting the performance of your site and can make decisions based on factual and numerical data in order to better control the company’s development budget. 

How to apply the test and learn method?

It is important to  structure your test and learn approach in SEO  so that it is efficient and meets your objectives. This methodology must be considered over the long term, with regular monitoring of KPIs.

TEST PREPARATION

The first step is to  identify the elements to test.  This can be the title of the pages, their markup, the bounce rate, the  loading speed , the length of the text, the links (internal meshing), the location of the calls to action, the layout, etc. Then, you have to prepare two versions of the page (A and B) and define the KPIs to follow.

CONDUCTING THE TEST

During this period,  both versions of the page are  left online  for a set amount of time. These two versions are then exposed to a group of users, carefully managing the traffic so that half of them land on version A, while the other half are redirected to version B. During the duration of the test, various metrics are analyzed and compared to measure the performance of each version: the number of visits, the time spent on the page, the bounce rate, the conversion rate or the level of user engagement.

ANALYSIS OF RESULTS

At the end of the test,  data is collected and analyzed . If one version performs significantly better than the other, the decision is clear. If not, further testing can be done to refine the strategy.

Automate the deployment of your continuous tests

The Edge SEO tool  is an ideal and effective solution for  concretely applying the test & learn method in SEO . Specially designed for  the integration of SEO recommendations , it lends itself readily to experimentation. Thus, you can test, validate and then deploy SEO actions autonomously, without the intervention of technical teams. It offers great flexibility, allowing you to make changes quickly and easily. 

In short, the test & learn method in SEO offers  a dynamic and proactive approach to SEO management . By promoting experimentation and constant adaptation, it allows you to continuously improve the visibility and performance of websites, while anticipating changes in search engines. A valuable asset in the world of natural referencing.