An organic SEO strategy is a long-term play. <\/p>\n\n\n\n
Unfortunately, results don\u2019t happen overnight!<\/strong> It takes a significant amount of time and effort to plan and execute a solid search engine optimization<\/u><\/a> (SEO) strategy that produces strong Google rankings and excellent website traffic.<\/p>\n\n\n\n But what happens if, after months and months of keyword research, creating optimized content<\/u><\/a>, and garnering quality backlinks, your website still<\/em> doesn\u2019t rank well on Google?<\/p>\n\n\n\n While several factors can play into the cause, one way to dig deeper and find the answer is through SEO A\/B Split Testing<\/strong>.<\/p>\n\n\n\n Also known as split testing, A\/B testing<\/a> is the process of experimenting with different marketing variables to determine which generates the most or best results.\u00a0<\/p>\n\n\n\n Advertisers, for instance, use A\/B testing in focus groups to identify which ad campaign has a better chance of producing results. Advertisers divide the group into two segments. Group A sees one version of the ad, while Group B sees another. <\/p>\n\n\n\n The differences between each ad campaign are not massive, however. Changes can include copy updates, different imagery, or where the logo is placed. <\/p>\n\n\n\n For SEO purposes, we use A\/B testing to:<\/p>\n\n\n\n What copy\/imagery\/forms do website visitors respond to? Which meta description format drives the most clicks? Marketers need to ask a multitude of questions to fully understand their target audience.<\/p>\n\n\n\n By experimenting with SEO variables, marketers can pinpoint what copy, formats, and media their users prefer to interact with.<\/p>\n\n\n\n Can\u2019t figure out why your website traffic is so low or declining? Split test a few variables to determine the problem.<\/p>\n\n\n\n In the process, you\u2019ll discover what\u2019s holding you back from the results you\u2019ve been looking for!<\/p>\n\n\n\n When website traffic results are dismal, some business owners make the mistake of thinking that there\u2019s something wrong with their website design and function. This assumption launches them into a whole, unnecessary website redesign project.<\/p>\n\n\n\n Website redesigns can cost thousands of dollars and, not to mention, precious company time and resources. Chances are, after conducting a few SEO A\/B split tests, the problem will be an easy fix \u2014 and one that doesn\u2019t cost most of your marketing budget to fix.<\/em><\/p>\n\n\n\n Remember, the key to A\/B testing \u2014 especially when it comes to search engine optimization<\/em> \u2014 is to test one variable at a time. Don\u2019t overwhelm yourself by making sweeping changes and attempting to translate the results?<\/p>\n\n\n\n Instead, start small and tinker with A\/B testing these five aspects of an SEO campaign<\/u><\/a>.<\/p>\n\n\n\n If you\u2019re having trouble driving website traffic with your organic SEO strategy, chances are the meta titles and descriptions for your pages aren\u2019t interesting enough. <\/p>\n\n\n\n (Or you\u2019re ranking terribly low \u2014 or not at all \u2014 for your intended keyword. But that\u2019s an entirely different SEO problem!<\/em>)<\/p>\n\n\n\n To start an A\/B split test of your meta titles and descriptions, you\u2019ll need two landing pages to work with. It is recommended that the landing pages each be written about the same topic, but do not include the same copy or media to avoid repetitive content on your website.<\/p>\n\n\n\n Or, you can streamline the process by updating the formatting of the meta titles and descriptions of existing pages. Use two formats (such as including a CTA in the title or beginning of a description<\/em>) and apply one to each page\u2019s SEO data. Track the results of each grouping to see which generates the best results!<\/p>\n\n\n\n Sometimes, a search engine optimization strategy can drive a great amount of traffic, but the conversion rate is dismal. <\/p>\n\n\n\n This indicates that the problem with the SEO strategy lies in the landing page copy and headlines. It\u2019s doing a great job of ranking high on Google, but a poor job of convincing visitors to take the next step, whatever that may be.<\/p>\n\n\n\n To split test landing page copy and headlines, you\u2019ll need to create two copies of the landing page: the original (also referred to as the control and the test.<\/em>)<\/p>\n\n\n\n However, if you\u2019re well-versed in SEO tactics, you know that this approach may present a problem: Duplicate content<\/strong>.<\/p>\n\n\n\n Google hates repetitive content on a website. Copying and pasting the same content across a website is seen as a non-authoritative and weak tactic and the search ranking algorithms fight against this. <\/p>\n\n\n\n When A\/B testing landing pages, you\u2019re likely only changing certain sections or headlines within the copy. This leaves a great deal of repetitive content on both pages.<\/p>\n\n\n\n To ensure that your SEO A\/B testing landing pages perform correctly and do not negatively impact your ranking efforts, use these tips:<\/p>\n\n\n\n Similar to headlines and copy, the overall layout and design of a landing page can have drastic effects on the success or failure of an SEO campaign.<\/p>\n\n\n\n Following the same principles and tactics as landing page copy, make small adjustments to the duplicate page rather than large, sweeping changes.<\/p>\n\n\n\n For instance, if your original landing page included a banner image at the top, consider replacing it with a \u201cWelcome\u201d or product demonstration video<\/u><\/a>.<\/p>\n\n\n\n Or, perhaps the original landing page placed the call-to-action on the bottom of the page. Move it higher on the duplicate page and see if it increases the overall conversion rate!<\/p>\n\n\n\n Have you ever felt like a contact form was asking too much from you? Chances are, your website visitors have felt the same way.<\/p>\n\n\n\n Launch an SEO A\/B test to determine whether or not your form fields are the problem.<\/p>\n\n\n\n Sometimes all you need from a lead are the basics like name, phone number, and email address. Other times, website visitors are willing to give you all the information in the world. But you\u2019ll never know unless you try a split test to find out!<\/p>\n\n\n\n One of the most common SEO A\/B split test variables is the call-to-action (CTA).<\/p>\n\n\n\n The call-to-action is the most powerful part of an SEO strategy. If the CTA doesn\u2019t resonate with the audience or convince them to take the next step, what does it matter if you rank #1 on Google for the related keyword?<\/p>\n\n\n\n Fortunately, CTAs can be found throughout an SEO strategy. The meta title and description in Google rankings are prime real estate for calls-to-action. You have to convince users to click on your link, after all.<\/p>\n\n\n\n When formulating an SEO A\/B split test, consider experimenting with the CTA variables in the:<\/p>\n\n\n\n In addition to tracking your organic website traffic metrics and rankings, there are three pertinent tools you can use to monitor your search engine optimization split test.<\/p>\n\n\n\n Google Optimize works in tandem with Google Analytics to run A\/B tests on your website. The tool is free to use and is perfect for running tests on minor websites or landing page changes like button copy or headlines.<\/p>\n\n\n\n As much as search engine optimization is a digital marketing tactic, it still results in offline leads and consumer activity. If your SEO A\/B split test isn\u2019t taking offline leads and calls derived from the experiment into consideration, the results are flawed.<\/p>\n\n\n\nWhat is A\/B Testing?<\/h2>\n\n\n\n
Determine User Preferences<\/h3>\n\n\n\n
Identify What Isn\u2019t Working<\/h3>\n\n\n\n
Improve Results Without a Significant Investment<\/h3>\n\n\n\n
5 Aspects of an SEO Campaign You Can A\/B Split Test<\/h2>\n\n\n\n
1. Meta Titles & Descriptions<\/h3>\n\n\n\n
2. Landing Page Copy and Headlines<\/h3>\n\n\n\n
3. Landing Page Layout and Design<\/h3>\n\n\n\n
4. Form Fields<\/h3>\n\n\n\n
5. Call-to-Action<\/h3>\n\n\n\n
3 Key Tools to Use in an SEO A\/B Split Test<\/h2>\n\n\n\n
1. Google Optimize<\/h3>\n\n\n\n
2. Call-Tracking Phone Numbers<\/h3>\n\n\n\n