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Why is it hard to test, reverse engineer, track algo changes, or even correlations in Google algorithms? Well, just from the top of my head I could come out with a few examples you'd have to think before deploying your experiment:
- Type of query used: Navigational, Transactional, Informational, Local, or did you try to use a neutral query? Was it really neutral?
- Changes pushed by the Search Quality team: think about not only permanent changes, but experiments that last one day or one week and then go away;
- Trends in search on that day on a hourly basis (at least): Rising search terms on that day, is something happening?
- Your Geolocation: Your location affects not only the datacenter you hit, there are also language specific signals;
- The datacenter you hit: sometimes the same algos work in different ways according to the datacenter you are hitting;
- Personalization: Are you exposed to personalization in search?
- Social Signals: Are you exposed to social influence in search?
- Search bias: Because you are an SEO, sometimes it's hard to think or even mimic the behaviour of a "normal person", how biased are your ideas?
There is much more stuff to add here of course, but I bet most of the tests, algo behaviour tracking and correlation studies outside don't consider most of the points above.
- Type of query used: Navigational, Transactional, Informational, Local, or did you try to use a neutral query? Was it really neutral?
- Changes pushed by the Search Quality team: think about not only permanent changes, but experiments that last one day or one week and then go away;
- Trends in search on that day on a hourly basis (at least): Rising search terms on that day, is something happening?
- Your Geolocation: Your location affects not only the datacenter you hit, there are also language specific signals;
- The datacenter you hit: sometimes the same algos work in different ways according to the datacenter you are hitting;
- Personalization: Are you exposed to personalization in search?
- Social Signals: Are you exposed to social influence in search?
- Search bias: Because you are an SEO, sometimes it's hard to think or even mimic the behaviour of a "normal person", how biased are your ideas?
There is much more stuff to add here of course, but I bet most of the tests, algo behaviour tracking and correlation studies outside don't consider most of the points above.
I guess you could say the same for 3rd-party ranking scraping/tracking tools?Jul 28, 2012
About SEO Tests
Most tests are fun to run, and speculative in nature. No harm done for as long as people don't obsess or jump to wrong conclusions. I think I read a research paper or an article which mentions randomisation in search results. This is not done to prevent reverse engineering, but to act as kind of a catalyst, keeping things fresh and evolving. Not sure if Google does this but it sounds like a good idea.
Scraping / Tracking
Google is going in the right direction by providing webmasters and SEO companies with a wealth of data in Google Webmaster Tools.
I've already developed numerous marketing intelligence tools which run on Google's own data and it's working out just fine.
Need MOAR data!
One thing I would like to see is a more comprehensive API access. Secondly we'd like to see more history kept in GWT as I've already discussed on a number of occasions.
Creative use of data
One idea I am toying with now is a single "site health" metric comprised of various factors from GWT including traffic (clicks), errors, HTML improvements, indexation and average position data. For example if a lot of phrases are going down in search and traffic/clicks is dropping as well this might indicate that something is wrong with the website.Jul 28, 2012
I think you missed a few key/prominent ones +Pedro Dias;
1) Many people are Stupid
2) Many people are short sighted
3) Many people are overly subjective
4) Many people don't start at the right point when testing
5) Many people don't conduct tests correctly
6) Many people cannot handle data/results correctly
Only when you defeat those 6 do you stand a real chance at handling some of the other stuff.Jul 28, 2012
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