BrightonSEO: Lumenlab - Accelerating results with SEO A/B Testing & Edge SEO

Transcript

2. SEO success starts with buy-in
3. “What impact will this optimization have?”
4. “How do we know this change drove the results?”
5. “Should this be prioritized given our limited resources?”
6. “What is the business impact?”
7. It depends? 󰤇
8. What if you could confidently validate SEO changes before investing resources?
9. SEO A/B testing isolates the effects of site changes on organic search performance
10. [category] Shop + [category] Best + [category] + 2025
11. Demonstrate SEO ROI The value of a testing program T12 Months Effect Size) € 4,034,500 Test # Test Type Test Result Organic Clicks Addition Clicks: Addition Clicks: AOV CR rate Revenue Increase* 1 Title Add intent to title tag - PLP Positive 20,000,000 7% 1,400,000 € 40 2% € 1,120,000 2 Title Add category to title tag - PDP Negative 15,000,000 5% 3 Internal links Add block with relevant links - PLP No Change 20,000,000 - 4 Layout Reordering elements - PLP Positive 20,000,000 5% 1,000,000 € 40 2% € 800,000 5 CWV Fixing layout shifts CLS - PLP No Change 20,000,000 - 6 Content Delete content - PLP No Change 20,000,000 - 7 Content Add intro text about category - PLP Negative 20,000,000 1% 8 Schema ProductGroup structured data - PDP Positive 15,000,000 5% 750,000 € 45 3% € 1,012,500 9 Schema ItemList structured data - PLP Positive 20,000,000 4% 800,000 € 40 2% € 640,000 10 Schema Delete negative review snippet - PDP Positive 2,000,000 22% 440,000 € 35 3% € 462,000 Potential Impact on Revenue = Total Traffic to Template * Additional Clicks Percentage) * Average Order Value * Conversion Rate)
12. Save time and resources The value of a testing program T12 Months Effect Size) - € 1,172,500 Test # Test Type Test Result Organic Clicks Addition Clicks: Addition Clicks: AOV CR rate Revenue Increase* 1 Title Add intent to title tag - PLP Positive 20,000,000 2 Title Add category to title tag - PDP Negative 15,000,000 5% 750,000 € 45 3% € 1,012,500 3 Internal links Add block with relevant links - PLP No Change 20,000,000 - 4 Layout Reordering elements - PLP Positive 20,000,000 5 CWV Fixing layout shifts CLS - PLP No Change 20,000,000 - 6 Content Delete content - PLP No Change 20,000,000 - 7 Content Add intro text about category - PLP Negative 20,000,000 1% 200,000 € 40 2% € 160,000 8 Schema ProductGroup structured data - PDP Positive 15,000,000 9 Schema ItemList structured data - PLP Positive 20,000,000 10 Schema Delete negative review snippet - PDP Positive 2,000,000 Potential Impact on Revenue = Total Traffic to Template * Additional Clicks Percentage) * Average Order Value * Conversion Rate)
13. Accelerate your learning The value of a testing program T12 Months Effect Size) € 4,034,500 Test # Test Type Test Result Organic Clicks Addition Clicks: Addition Clicks: AOV CR rate Revenue Increase* 1 Title Add intent to title tag - PLP Positive 20,000,000 7% 1,400,000 € 40 2% € 1,120,000 2 Title Add category to title tag - PDP Negative 15,000,000 5% 750,000 € 45 3% € 1,012,500 3 Internal links Add block with relevant links - PLP No Change 20,000,000 - 4 Layout Reordering elements - PLP Positive 20,000,000 5% 1,000,000 € 40 2% € 800,000 5 CWV Fixing layout shifts CLS - PLP No Change 20,000,000 - 6 Content Delete content - PLP No Change 20,000,000 - 7 Content Add intro text about category - PLP Negative 20,000,000 1% 200,000 € 40 2% € 160,000 8 Schema ProductGroup structured data - PDP Positive 15,000,000 5% 750,000 € 45 3% € 1,012,500 9 Schema ItemList structured data - PLP Positive 20,000,000 4% 800,000 € 40 2% € 640,000 10 Schema Delete negative review snippet - PDP Positive 2,000,000 22% 440,000 € 35 3% € 462,000
14. The value of a testing program Every test is a lesson You discover what drives more traffic. You prevent changes that would have hurt performance. You avoid wasting time and resources. Positive No change Negative
15. The value of a testing program Result distribution You discover what drives more traffic. You prevent changes that would have hurt performance. You avoid wasting time and resources. Positive No change Negative 35% 50% 15%
16. Reduce your SEO development tickets by 65%! The value of a testing program SEO ideas Developer Backlog
17. Make you and your organization more efficient by focusing on what’s proven to work
18. How to launch your own SEO testing program
19. How SEO testing works How to launch your own SEO testing program Control Variant
20. How SEO testing works How to launch your own SEO testing program
21. Technical building blocks How to launch your own SEO testing program Select control and variant pages From experiments to optimizations Apply test changes Analyze results
22. Select control and variant pages
23. A control group provides a baseline to isolate the true impact of SEO changes. For reliable results, control and variant pages must have similar traffic levels — otherwise, bias can distort outcomes and make attribution unreliable. Why a control group is crucial for reliable SEO tests Select control and variant pages
24. Select control and variant pages Stratified Splitting
25. Select control and variant pages SEO A/B Page Splitter SEO A/B Page Splitter A web application for creating two statistically comparable groups for SEO A/B testing.
26. Select control and variant pages SEO A/B Page Splitter The first column should contain all URLs that can be selected as control or variant. The subsequent columns should contain the daily click data for each URL.
27. Apply test changes
28. Apply test changes Choose an approach that fits your infrastructure CMS Existing CRO testing tools Web workers (e.g., Cloudflare) Dedicated SEO A/B testing platforms
29. Apply test changes Choose an approach that fits your infrastructure Dedicated SEO A/B testing platforms
30. Analyze results
31. “Controlled experiments cut through the noise, isolating what truly drives performance.”
32. Even statistically similar groups can behave differently over time. • Forecasting shows expected performance based on historical data. • The control group adjusts for external factors beyond the test. Why not directly compare variant vs. control? Analyze results
33. A synthetic control provides accurate and reliable results
36. Pre-intervention period
37. Post-intervention period
38. Analyze results Observing pre- and post-intervention periods Variant Start Control
39. Analyze results Pre-intervention period validation Pre-intervention period
40. Analyze results Cumulative effect
41. Analyze results Cumulative effect and confidence interval 95% Confidence Interval Cumulative effect
42. Analyze results Effect grows as recrawling progresses
43. Analyze results Positive change
44. Analyze results Negative change
45. Analyze results No change
46. Analyze results SEO A/B Test Analyzer A tool to analyze and validate your SEO changes using Causal Impact.
47. Analyze results SEO A/B Test Analyzer Organic clicks per day for the total sum of your control group and variant group pages. For both groups, you need at least 100 days of historical data (data from before the test started), plus all the days the test runs.
48. From experiments to optimizations
49. A successful SEO test proves measurable impact — every day delayed means lost results
50. From experiments to optimizations Making changes on the edge Client CDN  Web Worker Origin server Request Request Response Response
51. From experiments to optimizations Making changes on the edge HTML modifications Header modifications <!DOCTYPE html> <html lang="en"> <head> <title>Optimized Edge Title</title> <meta name="description" content="Edge SEO"> <link rel="canonical" href="https://example.com/"> </head> <body> <h1>Welcome</h1> </body> </html> HTTP/1.1 301 Moved Permanently Location: https://example.com/new-page/ Content-Type: text/html Cache-Control: max-age=86400 Content-Length: 162
52. Quickly deploy priority SEO changes while ensuring proven improvements reach developers — maintaining collaboration and site integrity. Bridge the gap between SEO and development From experiments to optimizations
54. Make you and your organization more efficient by focusing on what’s proven to work — and get results right away
55. Request your 30 days of free access! lumenlab.io/brightonseo Want to talk about what SEO A/B testing can do for you? #58
56. Thank you! lumenlab.io