How to Test Your SEO With Rigor

Start With a Hypothesis

A sound experiment always starts with a hypothesis. For example, if a page isn’t performing well in the engines and it’s an important product category, you might hypothesize that this product category isn’t performing well because it’s not well-linked from within your site. Or you may conclude that this page isn’t ranking well because it’s targeting unpopular keywords. Or even still, the page isn’t ranking well because it doesn’t have enough copy.