How to run SEO experiments with Justin Aronstein of Mobile1st

I talked to Justin Aronstein from https://mobile1st.com/ about running SEO experiments, and fostering experimentation culture across teams.

Transcript and other ways to listen here: https://briandavidhall.com/justin-aronstein-on-saas-experiments/

0:38 Justin's background 1:13 About FlowSports - business model and goals 3:39 SEO experimentation vs CRO experimentation 6:13 Why run tests if we have best practices? 10:10 Tying SEO updates to revenue 11:15 Set up of the scheme experiment - Bucketing 13:29 Reporting 14:37 More detail about scheme (see link below) 17:51 Success metrics 19:19 Results! 23:24 How results were perceived 24:07 Cultural benefits of running this as an experiment 28:37 Experimentation facilitates team building 29:07 Biggest takeaways 31:08 Engineering & implementation details 38:32 Cultural benefits with respect to the dev team 40:10 What's next for FlowSports & SEO testing 42:47 How to reach Justin

Google schema / content markup guidelines: https://developers.google.com/search/docs/guides/intro-structured-data?

Justin on Medium: https://medium.com/@jaronstein