Impressing clients with truly great SEO results
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Challenges
Jack Chambers-Ward is the Marketing & Partnerships Manager at Candour, a leading creative digital agency based in England. Together with Tom Spencer-Livingston, Senior SEO Specialist, they both lead client accounts across a variety of industries. Their key priorities within SEO are on-page testing of content, page titles, and heading changes for their clients.
Jack explains how it wasn’t previously straightforward to decipher whether their SEO work made a difference to client sites.
“It was difficult to say with complete certainty at times, whether a test had a measurable impact.”
Additional manual correlation and p-values analysis were often still needed.
“On top of this, it was challenging to separate the test results from the wider site.”
This meant extra work for Jack’s team in checking whether positive test results were actually due to an overall site increase.
Clients are impressed that we are able to quantify and forecast SEO results prior to full-scale implementation.
Jack Chambers-Ward
Marketing & Partnerships Manager, Candour
Prior to having SEOTesting, a great deal of the team’s work was spent on labour-intensive tasks. Jack explains:
“A lot of manual tracking was involved in our work, painstakingly via exports.”
He explains that this tracking was also really only carried out at the beginning and end of a testing period, with very little oversight in the middle.
This combination resulted in “a lot of additional hours in the testing process”, as well as much less effectiveness in interpreting results for their clients.
Very loose approximations
Solution and Results
By using SEOTesting, Jack describes how setting up tests is now a straightforward and quick process, especially for their favourite function of split-testing.
“The ease of setting up rigorous and representative tests is impressive, without all the manual work that went into it before.”
They have also been impressed with the ease with which they can now provide clients with an accurate overview of results.
“The reports automatically generated give ‘snapshots’ of site performance.”
Candour has found the automatic features of SEOTesting save considerable time and provide valuable insights.
Automated reports
Tom explains how they now find it much easier to conclude whether their tests have a measurable impact.
“SEOTesting allows us to easily determine statistical significance and make decisions based on the data, rather than approximations.”
They are also very happy that they can easily isolate the tests and results from other factors, something they couldn’t do with ease before.
“We can now clearly manage tests and their results”,Tom adds.
Tom describes how they can now attribute their efforts to significant increases in clicks.
“In some cases, we’ve been able to specifically attribute changes to over 100% increases in clicks, thanks to SEOTesting!”
With one client, they saw a 20% increase in clicks after rolling out very targeted page title changes. This was first tested using SEOTesting on a small subsection before wider implementation.
Elsewhere, they’ve seen 5-10% increases after testing relatively minor changes like H2 edits. These are things which previously Candour was not able to properly track and attribute beyond very broad trends and after high-resource rollouts.
Jack explains how clients they have used the tests on are always very interested in the results.
“Clients are impressed that we are able to quantify and forecast results before full-scale implementation.”
He adds that even being able to show negative results to clients can be useful.
100% increase in clicks!
Candour’s organised approach has reaped the rewards of SEOTesting to its fullest. Jack explains how he ensures there is time at 2-month intervals to plan and set up new tests while collating results from the previous tests.
“We now have a constant, iterative process for client optimisations.”
Jack also reveals that from the get-go, results were almost instant after setting up tests. After their first 6-week tests were finalised, he describes.
“We were immediately able to action recommendations found from the tests with a much greater degree of certainty around results!”
Recommendations based on data
Enable your teams to gather and determine clear results of SEO tests, whilst saving considerable time.
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