Ryan Jones
@ryanjonesseo.bsky.social
Marketing Manager @ https://seotesting.com/
Testing, changing, and ranking is what I do.
Love all things NBA, NFL, football, and golf.
Testing, changing, and ranking is what I do.
Love all things NBA, NFL, football, and golf.
Yes, traffic and ranking still matter. Mostly.
They're leading indicators. But your report should lead with what sales can feel!
👉 What’s the non-traffic KPI you lead with in your SEO reporting... and why?
They're leading indicators. But your report should lead with what sales can feel!
👉 What’s the non-traffic KPI you lead with in your SEO reporting... and why?
November 11, 2025 at 3:12 PM
Yes, traffic and ranking still matter. Mostly.
They're leading indicators. But your report should lead with what sales can feel!
👉 What’s the non-traffic KPI you lead with in your SEO reporting... and why?
They're leading indicators. But your report should lead with what sales can feel!
👉 What’s the non-traffic KPI you lead with in your SEO reporting... and why?
Example:
1️⃣ Change: Merged 11 overlapping pages into one large guide.
2️⃣ Result: +18% CTR, +640 Clicks, +20 Trial Sign-Ups.
3️⃣ Translation: Translation: ~$8.2k projected MRR (35% trial→paid, $700 ARPA).
1️⃣ Change: Merged 11 overlapping pages into one large guide.
2️⃣ Result: +18% CTR, +640 Clicks, +20 Trial Sign-Ups.
3️⃣ Translation: Translation: ~$8.2k projected MRR (35% trial→paid, $700 ARPA).
November 11, 2025 at 3:12 PM
Example:
1️⃣ Change: Merged 11 overlapping pages into one large guide.
2️⃣ Result: +18% CTR, +640 Clicks, +20 Trial Sign-Ups.
3️⃣ Translation: Translation: ~$8.2k projected MRR (35% trial→paid, $700 ARPA).
1️⃣ Change: Merged 11 overlapping pages into one large guide.
2️⃣ Result: +18% CTR, +640 Clicks, +20 Trial Sign-Ups.
3️⃣ Translation: Translation: ~$8.2k projected MRR (35% trial→paid, $700 ARPA).
Here's how:
1️⃣ Run Tests: Design hypotheses and make changes to fix issues.
2️⃣ Track: Clicks, CTR, AND conversions!
3️⃣ Translate: "This change lifted free trial sign-ups by 22%."
1️⃣ Run Tests: Design hypotheses and make changes to fix issues.
2️⃣ Track: Clicks, CTR, AND conversions!
3️⃣ Translate: "This change lifted free trial sign-ups by 22%."
November 11, 2025 at 3:12 PM
Here's how:
1️⃣ Run Tests: Design hypotheses and make changes to fix issues.
2️⃣ Track: Clicks, CTR, AND conversions!
3️⃣ Translate: "This change lifted free trial sign-ups by 22%."
1️⃣ Run Tests: Design hypotheses and make changes to fix issues.
2️⃣ Track: Clicks, CTR, AND conversions!
3️⃣ Translate: "This change lifted free trial sign-ups by 22%."
Because nobody really cares if traffic is up 30% if leads are flat.
The SEOs who get buy-in don't just report on what happened.
They prove what mattered.
The SEOs who get buy-in don't just report on what happened.
They prove what mattered.
November 11, 2025 at 3:12 PM
Because nobody really cares if traffic is up 30% if leads are flat.
The SEOs who get buy-in don't just report on what happened.
They prove what mattered.
The SEOs who get buy-in don't just report on what happened.
They prove what mattered.
You can't "buy lunch" with organic traffic.
But you can with:
📈 Free trial sign-ups.
📈 Demo requests.
📈 Conversions and revenue growth.
But you can with:
📈 Free trial sign-ups.
📈 Demo requests.
📈 Conversions and revenue growth.
November 11, 2025 at 3:12 PM
You can't "buy lunch" with organic traffic.
But you can with:
📈 Free trial sign-ups.
📈 Demo requests.
📈 Conversions and revenue growth.
But you can with:
📈 Free trial sign-ups.
📈 Demo requests.
📈 Conversions and revenue growth.
👉 SEOTesting’s Site Changelog auto-logs tests and annotations, ties them to GSC performance, and turns them into shareable reports.
November 10, 2025 at 3:56 PM
👉 SEOTesting’s Site Changelog auto-logs tests and annotations, ties them to GSC performance, and turns them into shareable reports.
You'll be able to say:
➡️ “CTR rose 18% after we rewrote titles.”
➡️ “Clicks dropped when we changed the URL structure.”
That's not luck. That's learning.
It turns SEO from "it depends" to "we know."
And from "activity" to "impact."
➡️ “CTR rose 18% after we rewrote titles.”
➡️ “Clicks dropped when we changed the URL structure.”
That's not luck. That's learning.
It turns SEO from "it depends" to "we know."
And from "activity" to "impact."
November 10, 2025 at 3:56 PM
You'll be able to say:
➡️ “CTR rose 18% after we rewrote titles.”
➡️ “Clicks dropped when we changed the URL structure.”
That's not luck. That's learning.
It turns SEO from "it depends" to "we know."
And from "activity" to "impact."
➡️ “CTR rose 18% after we rewrote titles.”
➡️ “Clicks dropped when we changed the URL structure.”
That's not luck. That's learning.
It turns SEO from "it depends" to "we know."
And from "activity" to "impact."
That's where having a change log helps!
It's not glamorous. But it IS a superpower!
A simple record of:
🗓️ What Changed
📄 Which Pages
📈 Go-Live Date
That one habit gives you a time machine for causality.
It's not glamorous. But it IS a superpower!
A simple record of:
🗓️ What Changed
📄 Which Pages
📈 Go-Live Date
That one habit gives you a time machine for causality.
November 10, 2025 at 3:56 PM
That's where having a change log helps!
It's not glamorous. But it IS a superpower!
A simple record of:
🗓️ What Changed
📄 Which Pages
📈 Go-Live Date
That one habit gives you a time machine for causality.
It's not glamorous. But it IS a superpower!
A simple record of:
🗓️ What Changed
📄 Which Pages
📈 Go-Live Date
That one habit gives you a time machine for causality.
- Titles got rewritten.
- Internal links were added/removed/changed.
- Old pages got redirected to new ones.
- Content got refreshed.
Traffic's up (or down)... But why?
- Internal links were added/removed/changed.
- Old pages got redirected to new ones.
- Content got refreshed.
Traffic's up (or down)... But why?
November 10, 2025 at 3:56 PM
- Titles got rewritten.
- Internal links were added/removed/changed.
- Old pages got redirected to new ones.
- Content got refreshed.
Traffic's up (or down)... But why?
- Internal links were added/removed/changed.
- Old pages got redirected to new ones.
- Content got refreshed.
Traffic's up (or down)... But why?
That’s how you turn SEO reports into decision reports.
And it’s how you earn trust with stakeholders — not with more charts, but with clear cause and effect.
And it’s how you earn trust with stakeholders — not with more charts, but with clear cause and effect.
November 7, 2025 at 10:08 AM
That’s how you turn SEO reports into decision reports.
And it’s how you earn trust with stakeholders — not with more charts, but with clear cause and effect.
And it’s how you earn trust with stakeholders — not with more charts, but with clear cause and effect.
Add an impact line so stakeholders see the business value fast:
"After adding internal links from the top nav to /pricing/, clicks to the page from organic rose 28%, adding 1,900 new clicks and 45 free trials."
"After adding internal links from the top nav to /pricing/, clicks to the page from organic rose 28%, adding 1,900 new clicks and 45 free trials."
November 7, 2025 at 10:08 AM
Add an impact line so stakeholders see the business value fast:
"After adding internal links from the top nav to /pricing/, clicks to the page from organic rose 28%, adding 1,900 new clicks and 45 free trials."
"After adding internal links from the top nav to /pricing/, clicks to the page from organic rose 28%, adding 1,900 new clicks and 45 free trials."
Example 👇
Hypothesis:
"Pruning thin content should lift CTR and clicks on [section] by 15-30% in 30 days."
Evidence:
"Clicks up 42%, CTR +10%. Control pages flat. Update done 12 Aug."
Next Move:
"Prune 38 low-value pages and merge 12 duplicates."
Hypothesis:
"Pruning thin content should lift CTR and clicks on [section] by 15-30% in 30 days."
Evidence:
"Clicks up 42%, CTR +10%. Control pages flat. Update done 12 Aug."
Next Move:
"Prune 38 low-value pages and merge 12 duplicates."
November 7, 2025 at 10:08 AM
Example 👇
Hypothesis:
"Pruning thin content should lift CTR and clicks on [section] by 15-30% in 30 days."
Evidence:
"Clicks up 42%, CTR +10%. Control pages flat. Update done 12 Aug."
Next Move:
"Prune 38 low-value pages and merge 12 duplicates."
Hypothesis:
"Pruning thin content should lift CTR and clicks on [section] by 15-30% in 30 days."
Evidence:
"Clicks up 42%, CTR +10%. Control pages flat. Update done 12 Aug."
Next Move:
"Prune 38 low-value pages and merge 12 duplicates."
If your report can't explain that, it's not insight. It's just a screenshot.
Here's the fix: use the HEN Framework.
HEN = Hypothesis ➡️ Evidence ➡️ Next Move
Here's the fix: use the HEN Framework.
HEN = Hypothesis ➡️ Evidence ➡️ Next Move
November 7, 2025 at 10:08 AM
If your report can't explain that, it's not insight. It's just a screenshot.
Here's the fix: use the HEN Framework.
HEN = Hypothesis ➡️ Evidence ➡️ Next Move
Here's the fix: use the HEN Framework.
HEN = Hypothesis ➡️ Evidence ➡️ Next Move
📉 Impressions dropped
📈 Clicks rose
🟰 CTR stayed flat
Okay... that's great and all, but what caused it?
Did you rewrite your titles?
Do a content refresh?
Fix some internal linking?
Or did Google just shuffle the deck again?
📈 Clicks rose
🟰 CTR stayed flat
Okay... that's great and all, but what caused it?
Did you rewrite your titles?
Do a content refresh?
Fix some internal linking?
Or did Google just shuffle the deck again?
November 7, 2025 at 10:08 AM
📉 Impressions dropped
📈 Clicks rose
🟰 CTR stayed flat
Okay... that's great and all, but what caused it?
Did you rewrite your titles?
Do a content refresh?
Fix some internal linking?
Or did Google just shuffle the deck again?
📈 Clicks rose
🟰 CTR stayed flat
Okay... that's great and all, but what caused it?
Did you rewrite your titles?
Do a content refresh?
Fix some internal linking?
Or did Google just shuffle the deck again?
The real win?
You stop guessing and start learning faster!
Progress > Proof
You stop guessing and start learning faster!
Progress > Proof
November 6, 2025 at 4:10 PM
The real win?
You stop guessing and start learning faster!
Progress > Proof
You stop guessing and start learning faster!
Progress > Proof
💡 Example:
You could rewrite titles on eighteen product pages.
+21% clicks per day in fourteen days vs the control group used.
No spreadsheet. No PhD. Just clarity.
You could rewrite titles on eighteen product pages.
+21% clicks per day in fourteen days vs the control group used.
No spreadsheet. No PhD. Just clarity.
November 6, 2025 at 4:10 PM
💡 Example:
You could rewrite titles on eighteen product pages.
+21% clicks per day in fourteen days vs the control group used.
No spreadsheet. No PhD. Just clarity.
You could rewrite titles on eighteen product pages.
+21% clicks per day in fourteen days vs the control group used.
No spreadsheet. No PhD. Just clarity.
3️⃣ Monitor for one clear outcome.
- Up, down, or flat.
- Up, down, or flat.
November 6, 2025 at 4:10 PM
3️⃣ Monitor for one clear outcome.
- Up, down, or flat.
- Up, down, or flat.
2️⃣ Track one clear metric.
- Clicks per day from Google Search Console.
- Click-Through-Rates.
- Conversion Events.
(You can track multiple metrics at the same time, but be sure to define a win/fail metric when setting up your test!)
- Clicks per day from Google Search Console.
- Click-Through-Rates.
- Conversion Events.
(You can track multiple metrics at the same time, but be sure to define a win/fail metric when setting up your test!)
November 6, 2025 at 4:10 PM
2️⃣ Track one clear metric.
- Clicks per day from Google Search Console.
- Click-Through-Rates.
- Conversion Events.
(You can track multiple metrics at the same time, but be sure to define a win/fail metric when setting up your test!)
- Clicks per day from Google Search Console.
- Click-Through-Rates.
- Conversion Events.
(You can track multiple metrics at the same time, but be sure to define a win/fail metric when setting up your test!)
Here's what that actually looks like: 👇
1️⃣ Make one meaningful change.
- Rewrite titles across a group of test pages.
- Add internal links from top pages to test pages.
- Tighten intros better on test articles to better match search intent.
1️⃣ Make one meaningful change.
- Rewrite titles across a group of test pages.
- Add internal links from top pages to test pages.
- Tighten intros better on test articles to better match search intent.
November 6, 2025 at 4:10 PM
Here's what that actually looks like: 👇
1️⃣ Make one meaningful change.
- Rewrite titles across a group of test pages.
- Add internal links from top pages to test pages.
- Tighten intros better on test articles to better match search intent.
1️⃣ Make one meaningful change.
- Rewrite titles across a group of test pages.
- Add internal links from top pages to test pages.
- Tighten intros better on test articles to better match search intent.
At SEOTesting, we help in-house SEOs and agencies turn GSC data into experiments, not guesswork.
November 5, 2025 at 12:08 PM
At SEOTesting, we help in-house SEOs and agencies turn GSC data into experiments, not guesswork.
That's why split testing is the gold standard of SEO testing!
This is how SEO goes from busywork to business impact.
Because if you can't prove it, leadership sees the cost. Not the growth.
This is how SEO goes from busywork to business impact.
Because if you can't prove it, leadership sees the cost. Not the growth.
November 5, 2025 at 12:08 PM
That's why split testing is the gold standard of SEO testing!
This is how SEO goes from busywork to business impact.
Because if you can't prove it, leadership sees the cost. Not the growth.
This is how SEO goes from busywork to business impact.
Because if you can't prove it, leadership sees the cost. Not the growth.