SEO Screening: 8 Experiments To Improve Organic Traffic

Posted by

Envision the results you could accomplish if you knew the Google search algorithm.

Just think about the organic traffic you could drive to your website if you knew precisely what Google was considering when producing search engine results, the accurate quantity each factor plays on rankings, and precisely what it would require to get to the top.

However naturally, Google would never let you see behind the drape. Not only could a bad actor use this details for nefarious functions, however it would take all the enjoyable out of seo.

So instead, whenever there’s a brand-new algorithm upgrade, it depends on us to find out what exactly has actually altered and how to finest take advantage of this to our benefit.

And due to the fact that we in the search engine optimization world are a community, we tend to figure these things out jointly.

And because there are no (or very couple of, anyway) outright responses, a great deal of optimization boils down to finest practices, theories, and outright uncertainty.

Fortunately, there’s a terrific way to figure out if these theories are based on reality or just large opinion. Obviously, we’re speaking about experimentation.

(Insert mad researcher laugh here.)

Before you get brought away and hurry to place on your security goggles and lab coats, relax. No bubbling beakers loaded with mystery liquids are involved, and your risk of accidentally creating a beast is really low.

(I would state absolutely no, but I have actually seen the “Terminator” series, and it never explicitly says that an online search engine optimizer didn’t develop Skynet, so let’s play it safe.)

All your SEO experiments can be done from your desk chair’s comfort (and security).

However prior to we dive into those, let’s very first speak about how to test your SEO.

Steps For An Effective SEO Experiment

Luckily, we do not need to develop a totally brand-new structure for developing, performing, and measuring our SEO tests– we can repurpose the scientific method you’re most likely already acquainted with.

Been a while because high school chemistry? Do not worry; these five actions make certain to sound familiar:

  1. Make an observation. (E.g., my site is not on the first page of Google search results.)
  2. Ask a concern and form a hypothesis. Is my meta description enhanced for ranking? If I write better meta descriptions, it will enhance my ranking.
  3. Gather information. Upon changing these descriptions, track the modification in ranking position and website sees.
  4. Evaluate the data. Create tables, charts, and diagrams to help you understand the link in between what was changed and altering results.
  5. Draw conclusions. Does the evidence support your forecast? Why or why not? Was site traffic increased due to your brand-new meta descriptions, or did you likewise receive national news coverage during your testing period?)

You’ll wish to do what marketers call A/B testing for precise outcomes. This means developing two variations of the same page, with just one difference, so you can see which gets the much better action.

Before you start, keep one thing in mind: Incremental modifications are necessary. If you go wild and alter all of these at the same time, you’ll have no idea which one(s) is making a difference.

Play it slowly and be client. Test one, then wait for the outcomes before proceeding to the next. This will give you an obvious concept of what you need to do moving forward to guarantee you’re constantly claiming front-page property.

With that out of the method, here’s a take a look at eight various things you can check to improve the ranking of your website:

1. SEO Title

Have you ever written what you thought was an amazing page title, just for Google to reword it in search results page? That typically happens when the online search engine doesn’t seem like your title was a great reflection of the page’s content.

However you can change this anytime you like.

And even if Google does change the one you created, Google’s John Mueller confirmed the original title is still used for ranking functions. This suggests even if you’re getting your SEO titles altered, it’s still a good idea to attempt to enhance them.

Here are a few things you can evaluate to see if they produce outcomes:

  • Include your target keyword.
  • Change their length (much shorter is not always much better).
  • Experiment with brand name placing or remove it altogether.
  • Get click-baity (e.g., Do you want to lose 20 lbs. fast?).
  • Add published date to demonstrate information relevancy.
  • Get creative (individuals like what’s brand-new and whimsical).

2. SEO Meta Description

Now, wait simply a minute– you’re most likely saying right now– Online search engine Journal has been clear that Google hasn’t utilized meta description in its rankings considering that at some point between 1999 and 2004.

Put down your pitchforks. Even if they aren’t a direct factor in SERPs does not indicate meta descriptions aren’t a necessary SEO element.

For example, they can help improve your click-through rate, force searchers, generate brand name direct exposure, and assist distinguish you from the competitors. And all of these impact user behavior, which is a signal that Google consider.

There have been whole posts written about creating awesome meta descriptions. But for our purposes, here are a few things you can A/B test to see if you can improve your natural traffic:

  • Attempt various lengths. Standard SEO wisdom suggests character count in between 156-165– see what works for you.
  • Add keywords.
  • Modification your tone. Generally speaking, your style should match your brand’s voice, but for a specific page, maybe this isn’t the case.
  • Get particular– are you getting a great deal of sees from one long-tail keyword? Add that to your meta description.

3. Internal Anchor Text

You might understand anchor text as the visible, clickable (generally blue) text in a link like this.

Not only is this beneficial for offering additional context to users, however Google has actually verified: Anchor text assists it much better comprehend a page’s material, allowing it to rank those pages for appropriate searches.

For example, in the paragraph above, “Google has confirmed” is the anchor text connected to the target link, which directs to a link proving that verification.

There are several kinds of anchor text you can use, including those with precise or partial-match keywords, branded (Online search engine Journal), images, generic (“click here”), and naked links (

To try out the impact, internal anchor text can have on your natural traffic. You can attempt things like:

  • Changing their length (though shorter is frequently better).
  • Adding keywords, particularly low-density keywords.
  • Increasing specificity.
  • Altering them to be more target link-specific.

4. Schema Markup

Schema markup is a kind of structured data utilized by Google and other search engines.

Following guidelines established by, it is essentially a lingua franca for search engines. It’s a recognized requirement that uses an unique vocabulary to help online search engine more plainly comprehend your material.

It’s utilized to create abundant snippets for including info about events, recipes, individuals, videos, evaluations, and products, among other things. These, in turn, make your link appear more popular in SERPs.

And while schema is not straight factored into your ranking rating, like SEO title, it can enhance your click-through rate and effect your user habits scores.

Experiment with adding schema markup to your pages and see if it enhances your outcomes.

5. Images

A photo is worth a thousand words– everybody knows that. This is because people are visual animals. And web designers and SEO professionals have actually acknowledged the significance of consisting of images on webpages for a long time.

And it’s not just because they add visual interest and get attention; they can also enhance your search ranking.

Original (not stock), premium images enhanced for SEO can reap the rewards.

Here are some things you can attempt with your images to improve your traffic:

  • Add images. You must add images to every page. No one wishes to read a wall of text.
  • Select a different file name. You wish to right away make it clear to Google what your image is illustrating. Attempt adding your keywords.
  • Change your format. There is no one-size-fits-all for digital images. You might wish to change your file type depending on your image needs. JPEGs are good for bigger pictures. PNG files protect background transparency.
  • Compress files when possible. In general, smaller files are always better.
  • Ensure responsiveness. With mobile search being such an essential consider contemporary SEO, you want to ensure your images constantly look terrific on phones and desktops.
  • Include alt text if the image can’t be shown for some factor.

6. Headers

Your headlines and subheads give your page structure. This makes it simpler for human beings to browse and for search engines to understand what each area is about.

Google’s John Mueller was really clear about this, stressing the existence of any headings, not just H1s, sends a strong signal about the page’s material. It would be best if you took special care with all your H tags, from H1 to H6. This is since they likewise function as an availability aid and navigational tool in addition to their structural benefits.

As soon as upon a time, your headers were an enormous factor in your ranking. But then, like always, individuals abused them, and Google started punishing keyword stuffing, overuse, and other dirty heading techniques.

That stated, while they are far from the only element Google considers, there is no question they are vital.

Here are a few things you can play with to attempt and improve your SEO results:

  • Add more headings (except H1s). Improve the structure and clarity of your content by adding more subheads.
  • Attempt utilizing them to separate blocks of text. No one likes huge text blocks. H2s, H3s, and so on, are the ideal service.
  • Include keywords. Like almost whatever else we’ve talked about, you need to explore using keywords in your headings.
  • Enhance for featured snippets. Grab attention and draw brand-new traffic by declaring those special boxes on search results. Compose your headers to land these.
  • Get innovative. Attempt making your headings and subheads more fascinating.

7. Word Count

You currently know content is the important thing in any SEO method. But you might not have believed much about how the number of words you use can affect your ranking and traffic.

While you should not expect word count to push you over the top and take you from page six to the top outcome, it can help specify your website as relevant and valuable to a search query– and attract readers.

What do we suggest by this? Again, it’s not a direct ranking aspect, according to John Mueller.

With that stated, longer-form copy tends to rank higher. This is since utilizing more words offers Google with more info on what your page is about.

And if these longer pieces are well-written (like the one you’re reading in the author’s ever-so-humble viewpoint), they’ll help establish you as an authority on the topic.

And experimentation is easy. Take one of your existing short articles or article and duplicate it. On the second one, state at greater length upon your topic.

Please note, we’re not speaking about using your word count techniques from college (e.g., “at a later date” rather of just “later on”). Rather, you ought to broaden on ideas and subjects, add examples and mention additional sources.

Then, see which one carries out much better on search engines. Opportunities are, it will be the longer one.

Read this piece for more on utilizing word count for SEO optimization.

8. URL

Some SEO professionals will swear URLs with keywords perform better than generic ones. Is this the case?

Well, yes and no.

On the one hand, Google has verified when it performs its preliminary crawl of a site, keywords in URLs assist it understand what the site has to do with.

Nevertheless, as this is only factored in when a brand-new website is crawled, its role in an ongoing SEO technique is minimal.

However again, this does not imply you can’t utilize them to your benefit. Clear URLs develop a much better user experience and can be utilized as naked anchor tags far more available than one with 75 random numbers and letters tacked on at the end.

Try out your URLs. Take some of your old, non-descriptive links and include keywords to them. Reduce long URLs.

If you’re fretted about losing links from the old page, add a 301-redirect indicating the brand-new one.

Do not Be Afraid To Attempt Something Brand-new

Search engine optimization is a constantly moving landscape. Altering trends can change how people engage with your website.

As algorithms modification and brand-new innovations emerge, your strategy needs to evolve.

There has never been, and most likely never will be, “set it and forget it” search engine optimization. It will always need forward-thinkers and individuals going to experiment to discover new methods to get their websites to the top of the rankings.

Who says you can’t be one of them? Someone needed to be the first to find out that keyword stuffing assisted rankings, and another person had to figure out when it stopped working.

If you want to experiment and attempt new things, you might discover the next brilliant brand-new technique. Just don’t forget to share it with us.

More Resources:

Featured Image: Tatyana Vyc/Best SMM Panel