The constant need for testing in SEO

I receive a regular email from a large SEO website that shares some findings of SEO tests that they have run for some of their clients. The results are often as expected, although not always.

The fine details of the experiments are very limited and, therefore, it means that it’s ultimately not something that can just be repeated for another website and expect similar results.

There are so many factors that determine why a page ranks above another. Changing certain elements, such as titles, headings, content, etc., can help but every search query is different, every website is different and there is no one-size-fits-all approach that can be adopted.

It means as SEOs we have to be constantly testing new ideas, new optimisation, new page layouts, set ups and content approaches. As Google evolves, we must do the same. We don’t always get it right, but failure is an important learning exercise. Through rigorous testing we can build up a much better picture of what works and what doesn’t. This is how we can consistently achieve good rankings and traffic growth for our clients.

Test, test, test…test some more and keep testing.  It’s all about the testing!

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