Making a change and reviewing metrics is often referred to as before and after testing. Unless you can control for external factors, there’s no way of knowing whether the changes in rankings or CTR are because of the change you made or some other external factors. Merely making a change to your website and looking at the impact of metrics like rankings and click-through rates (CTR) isn’t good enough. Knowing what impact a change to your website has had on organic traffic from search engines can be challenging to measure. What is SEO A/B testing and how to design SEO split-tests?
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