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How can you improve your SEO ranking and organic traffic with online marketing tests?

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Online marketing tests are a powerful way to optimize your website for search engines and increase your organic traffic. By experimenting with different elements of your site, such as headlines, images, copy, layout, and calls to action, you can measure their impact on your ranking and conversions. In this article, you will learn how to set up and run online marketing tests that can boost your SEO performance and attract more visitors.

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1 What are online marketing tests?

Online marketing tests are a method of comparing two or more versions of a web page or a web element to see which one performs better. The most common types of online marketing tests are A/B tests and multivariate tests. In an A/B test, you split your traffic between two versions of a page and track the results. In a multivariate test, you test multiple variations of several elements on a page and analyze the combinations. Online marketing tests can help you improve your SEO by identifying the best practices for your site and audience.

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Barak Hirchson

Founder & CSO, Payouts.com
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One thing I’ve found helpful is analyzing comparison sites like Top10 in our vertical. By understanding how they present information and rank products, we can conduct A/B tests on our own site to determine the most engaging layouts and content structures.

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2 Why are online marketing tests important for SEO?

Online marketing tests are important for SEO because they can help you improve your site's relevance, usability, and authority. These are the key factors that search engines use to rank your pages. Relevance means how well your content matches the search intent of your users. Usability means how easy and fast your site is to navigate and load. Authority means how credible and trustworthy your site is in your niche. By testing different aspects of your site, you can optimize them for your target keywords, user experience, and backlinks.

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Barak Hirchson

Founder & CSO, Payouts.com
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An example I’ve seen is optimizing our pages to compete with comparison sites in search results. By testing different SEO strategies, we were able to rank higher for key terms, driving more organic traffic away from comparison sites and to our own platform.

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3 How to set up online marketing tests for SEO?

To set up online marketing tests for SEO, you need to start by defining a specific and measurable goal, such as increasing your click-through rate, conversions, or dwell time. You should also create a hypothesis that predicts how a change in your site will affect your goal. After selecting the type of test and the appropriate tool, you must create variations and segments to target different groups of users. Running the test for a sufficient amount of time and traffic is essential to get reliable results. Then, you need to analyze the results and compare the variations and segments to see which one performed better according to your goal and hypothesis. Finally, you can implement the changes on your site and monitor the impact on your SEO.

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Barak Hirchson

Founder & CSO, Payouts.com
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Actually, I disagree with the notion that all tests should be internal. Sometimes, analyzing and learning from the competition, such as comparison sites, can be a valuable part of the testing process. We set up tests to emulate successful elements and differentiate ourselves where needed.

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4 What are some online marketing test ideas for SEO?

When it comes to SEO, there are a variety of online marketing test ideas that you can try, depending on your site and niche. For instance, testing different headlines for your blog posts or landing pages is a great way to influence click-through rate, dwell time, and bounce rate. Additionally, you can test different images for your products or services to attract attention and increase conversions while also considering site speed, which is a ranking factor. Furthermore, testing different copy for your meta tags, descriptions, and CTAs can help persuade users to click on your site and take action while also affecting relevance, usability, and authority. Finally, testing different layout and design for your site can improve readability and navigation while also considering site speed, user experience, and mobile-friendliness.

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Bani Moshe

Email Marketing to Make Money.
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My biggest punch would come from analyzing specific URLs from your Google Search Console. What that shows you is what keywords brought traffic to your webpage, so you adjust your headlines and content to match those keywords Also, you can run AI tools to analyze quickly how others approach to those keywords, choosing as the main source the top 5 organic links from SERPs. That kills your competition, they will never know what happened, unless they have higher authority on that topic. But that's easier to overcome with inbound links from high EAT domains. Anyway, I hope you don't get lost in the details. You can spend a whole year doing what's not important to hit your business goals.

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Barak Hirchson

Founder & CSO, Payouts.com
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One interesting test idea is to experiment with different comparison tables or product ranking methods inspired by Top10 and other comparison sites. These can impact user experience, click-through rates, and ultimately, SEO performance.

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5 How to measure the impact of online marketing tests on SEO?

To measure the impact of online marketing tests on SEO, you need to track and compare your SEO metrics before and after the test. Organic traffic, ranking, click-through rate, dwell time, bounce rate, and conversion rate are all SEO metrics that can be used to assess performance. Monitoring these metrics will allow you to determine how your online marketing tests are affecting your SEO results and adjust your strategy accordingly.

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Barak Hirchson

Founder & CSO, Payouts.com
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One thing I’ve found helpful is to monitor how changes influenced by comparison sites affect our rankings for specific keywords and conversion rates. By comparing ourselves to industry benchmarks, we can measure success more holistically.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Barak Hirchson

Founder & CSO, Payouts.com
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When emulating or competing with comparison sites, it’s vital to maintain your brand's unique voice and values. Tests should align with your audience's needs and expectations, ensuring that any adaptations from comparison sites are still authentic to your brand.

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How can you improve your SEO ranking and organic traffic with online marketing tests?

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1 What are online marketing tests?

2 Why are online marketing tests important for SEO?

3 How to set up online marketing tests for SEO?

4 What are some online marketing test ideas for SEO?

5 How to measure the impact of online marketing tests on SEO?

6 Here’s what else to consider

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