SEO Testing and Experimentation

One of the most powerful features of Big Metrics is the Impact Analysis report and in this guide, we explore how it can revolutionise your SEO testing and experimentation. With almost 5,000 tests conducted for our customers, we're here to guide you through the journey.

What is Impact Analysis for SEO Testing?

At Big Metrics, we've gone beyond traditional SEO testing and developed a comprehensive approach called Impact Analysis. While this post primarily focuses on SEO testing, let's highlight a few notable things you can achieve with this powerful tool:

Track Algorithm Updates: Updates happen; you can see exactly what impact they had, including looking retroactively.

Understand Migration Updates: When migrating your website or making significant URL changes, you can track the performance and see winners and losers right down to individual query and page levels.

Report SERP Fluctuations: The SERPs are ever-changing and with Impact Analysis you can report the effects and have the answers.

Analyse CPC Bidding Changes: CPC biddings have changed on a certain product range or query? You can analyse the impact and report your findings.

SEO Testing and Experimentation: Conduct controlled experiments to test various SEO strategies, measure their impact, and refine your optimisation techniques.

Why You've Probably Been Doing It Wrong

We understand that analysing data can sometimes be overwhelming, but that's precisely what sets Big Metrics' Impact Analysis apart from other tools. We provide you with a granular level of data, empowering you to make the most informed decisions possible.

SEO testing shouldn't be limited to tracking single metrics, especially the standard ones you get from Google Search Console (GSC). Instead, it should involve a deep breakdown of key metrics. Let's consider an example:

Imagine you've made updates to a page, aligning the content with the desired intent and improving its overall quality. Upon reviewing the metrics, you notice a slight increase in impressions, while clicks remain relatively unchanged. Surprisingly, the average position has dropped.

Based on this information, you might conclude that the changes have had no effect or, worse, have worsened the page's position. However, the truth is that your page is now ranking for new keywords beyond the first page, thus lowing the average position. With some additional time, adjustments, or the right internal and external linking, you can further boost its authority and ultimately its performance.

Impact Analysis gives you this extra information to make these conclusions.

Unlocking Deeper Insights with Impact Analysis

Big Metrics' Impact Analysis tool allows you to track and analyse much more than just surface-level metrics. Let's explore the configuration options and metrics you can harness for in-depth analysis.

Configuration Options:

Search Type: Choose between web, video, image, and more.

Device Type: Track performance on desktop, mobile, tablet, or all aggregated devices.

Tracking Options:

You have various options to track queries and/or pages, including:

  • Contains [page or query]
  • Does not contain [page or query]
  • Equals [page or query]
  • Does not equal [page or query]
  • Matches Regex
  • Does not match regex

In addition to the configuration options, we provide the following metrics:

  • Impressions
  • Clicks
  • CTR
  • Position

But we don't stop there (where others stop). We go the extra mile and include:

  • Number of Queries
  • Number of Pages
  • Ranking Distribution Pages 1 through 10
  • Ranking Distribution Positions 1 through 10

Moreover, we present a comprehensive table displaying the queries and pages involved in the analysis, side by side. This visual representation enables you to precisely identify and understand the impact of the changes you've made - all downloadable, of course.


It should be noted, potentially one of the most important aspects of the tools within Big Metrics, including the Impact Analysis report, is we don't limit the number of queries used within the analysis; another common trait of tools utilising GSC data, limiting the query data to a mere 5,000 which, let's be honest, renders the data pointless.

Finally, you can run all metrics through Google's Causal Impact data analyses library, directly within Big Metrics.


Testing Ideas

Page Title Variations: Test different variations of page titles to optimise search engine visibility and click-through rates.

Prominent Query Inclusions: Test adding high impressions keywords to page titles, meta descriptions and page content.

Compelling Meta Descriptions: Create enticing and relevant meta descriptions that encourage users to click on your search results.

Heading Tag Variations: Optimise heading tags (H1) to accurately reflect the content's topic and target relevant keywords.

Enhanced Page Structure: Test different page structures to improve readability, user engagement, and overall user experience.

Evaluate User Intent: Assess and optimise content to align with the intent behind users' search queries for improved relevance.

Internal Linking Strategy: Experiment with strategic internal linking to enhance website navigation, distribution of link equity, and improve user experience.

URL Structure Optimisation: Experiment with different URL structures to ensure they are concise, keyword-rich, and user-friendly.

Content Refresh and Updates: Experiment with content updates and improvements.

FAQ Section Implementation: Add a Frequently Asked Questions (FAQ) section to address common user queries and improve the overall user experience.

Topic Cluster Strategy: Test the implementation of a topic cluster strategy to improve the interconnectedness and visibility of related content.

Establish E-A-T Signals: Evaluate the inclusion of elements that establish Expertise, Authoritativeness, and Trustworthiness to enhance content credibility and search engine ranking potential.

PageSpeed: Measure and optimise page loading speed and Core Web Vitals metrics for improved user experience and search engine ranking.

Image Optimisation Techniques: Experiment with image file compression, lazy loading, and other optimisation techniques to improve page loading speed and user experience.

Breadcrumb Navigation Testing: Assess the usability and impact of breadcrumb navigation for enhanced website navigation and user experience.

Pagination Optimisation: Test different pagination strategies to improve user navigation, crawlability, and user engagement.

Faceted Navigation Testing: Evaluate the impact of faceted navigation on user experience, crawlability, and search engine visibility.

Mobile-Friendly Optimisation: Test the mobile-friendliness of your website and optimise it for improved rankings and CTR on mobile devices.

Rich Snippet Testing: Experiment with different types of rich snippets (e.g., reviews, recipes, events) to enhance visibility, attract attention, and potentially increase CTR.

Featured Snippet Optimisation: Optimise your content to appear in featured snippets and evaluate the impact on search engine rankings and CTR.

Local SEO Optimisation: Test local SEO strategies such as optimising Google My Business, local citations, and localised content and keyword targeting to improve rankings and CTR for local searches.

User-Generated Content Testing: Encourage and evaluate user-generated content (e.g., reviews, comments) to enhance engagement, and credibility, and potentially increase search engine rankings and CTR.

Branding and Brand Signals: Evaluate the impact of incorporating consistent branding elements, such as logos, brand mentions, and brand signals, on search engine rankings and CTR.

Social Proof Testing: Experiment with showcasing social proof elements (e.g., testimonials, case studies) to increase credibility, and trust, and potentially boost CTR.

External Link Building: Conduct experiments to assess the impact of external link-building strategies on search engine rankings and potentially increase CTR.

Unlock the Power of Big Metrics' Impact Analysis

Ready to take your SEO testing to the next level? Big Metrics' Impact Analysis provides you with the tools and insights needed to drive impactful SEO strategies.

By tracking and analysing comprehensive metrics, uncovering hidden opportunities, and making data-driven decisions, you can optimise your website's performance and stay ahead of the competition.

Start leveraging the true potential of SEO testing with Big Metrics today. Sign up for a free trial or contact our team for more information.

join our Newsletter

We periodically send updates. No spam, just the good stuff.

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
let’s start

Ready to take your sEO to the next level?

Free trials require a credit or debit card (to help prevent abuse). Payments are handled via Stripe. You can cancel anytime via the dashboard.