Stop reporting on traffic. Start reporting on revenue. Traffic is vanity. Impact is proof.

SEOs don't struggle to do the work. They struggle to SHOW it! And then, guess what... Three months later, nobody remembers what's changed.

Charts don't build trust. Causes do. Most SEO reports fail at the only thing that matters: causality. They show what happened, sure. But not WHY it happened.

Most SEO "tests" fail before they start, because they're too complicated. The truth: SEO testing isn't rocket science. It's structured curiosity. One change. One metric. One outcome.

If you didn't log it, it didn't happen. And your stakeholders agree!

Proof > Promises You can tell your boss or client that SEO is working. But until you can PROVE it, it's still just an empty promise. That's the difference between "we're seeing more traffic" and "this change increased clicks by 47%."

Stop shipping untracked SEO tweaks. If you can’t say: "This change lifted CTR by 18%!” You didn’t test, you guessed. ⚙️

Most SEO pros think word of mouth just... happens. It doesn't. It's not luck. It's a channel. And it's a channel that quietly converts higher than anything you'll ever see in GA4.

Most "SEO wins" aren't wins. They're accidents that never repeat because nobody proved what worked. The truth is, every successful SEO strategy follows one model: Build --> Test --> Scale Here's how it works! 👇

Hard work doesn't guarantee SEO growth. Learning does. Most of us forget that, and end up trapped on the SEO Hamster Wheel.

We cut a blog post in half... and almost doubled the clicks from organic search! Here's what happened:

Most SEO teams aren’t short on effort. They’re short on focus. Every week, we make dozens of changes: - Titles - Links - Content Updates All hoping something moves the needle. And when traffic finally DOES change, we can’t explain why. That’s the SEO Guesswork Tax. 💸

Digitaloft’s eCommerce SEO Summit is back on 20 Nov! I’m speaking with James Brockbank, Crystal Carter, Amy Gibson & Anthony Barone. I’ll show how SEO testing drives SALES, not just traffic. Plus tools, test types & examples. Join me 👉 digitaloft.co.uk/webinars/the...

Most SEOs I know are short on time. ⏳ Too many tasks. Too many priorities. Not enough hours in the day.

Most SEO teams never make it past the 2nd rung of the SEO Test Ladder. Sure, they ship changes. Sure, they celebrate wins. But they rarely know why something worked or if it’ll work again. 🪜 Let’s break it down 👇

The SEO “Prove-It” Gap: why SEOs struggle to show impact, and how to fix it. If you have ever shipped work and still got asked “So what did this actually do?”, this is for you. 👇

Here's a quick tip for you to use in Google Search Console: If you're not using RegEx within your filters yet, I think you're missing out on one of the most powerful ways to find some interesting hidden insights.

QUICK #SEO TIP: Add your page's top query throughout its content! Most SEOs do this the wrong way. They optimize for the keyword they intended to target, not the one Google is actually rewarding them for.

Ranking on Google is no longer enough. Here's the reality that a lot of SEOs are starting to wake up to: Billions of searches (prompts) are now flowing through AI-based search engines every single month.

It's that time again. Time for the sometimes dreaded end of month reporting. For a lot of SEOs, it means hours of copying/pasting from GSC, stitching graphs together, and writing commentary for different stakeholders.

Stop guessing. Start scaling. Most SEOs roll out ideas sitewide and hope rankings improve. That’s wasted effort. Here’s the “Build, Test, Scale” SEO model 👇

Struggling to get budget or buy-in for SEO? 🤔 Here’s how to turn SEO into a story your stakeholders can’t ignore. 🧵

📊 SEO Tip of the Week (Edition 6): Optimize for Queries You Already Rank For Most SEOs leave traffic on the table. 👉 The craziest part? It’s for queries they already rank for!

Here’s a quick #SEO tip: Update your non-descriptive anchor text.

Not all content refreshes are created equal. When a page loses traffic, SEOs often say: “Let’s refresh the content.” But a refresh isn’t just one thing. You’ve got 2 options: Update or Expand. 👇

When someone asks ChatGPT a question, does it mention your brand or your competitors? 26-39% of LLM answers (ChatGPT, Claude, Gemini, Perplexity, and Copilot) already include brand mentions.

📊 SEO Tip of the Week (Edition 5): Mine GSC for Low-Click Content Most of us focus on the queries that already drive traffic. But some of the biggest opportunities are the ones that don't.

When was the last time you updated your content? One of the most common problems I see in SEO strategies: 👉 Publish --> Forget --> Move on to the next piece. But here's the reality... Freshness matters. Search engines reward it. Users reward it even more.

That old blog post date (MIGHT) be killing your click-through rate! Here's why ⬇️

Want to see which pages LLMs (ChatGPT, Claude, Perplexity, Gemini, Copilot) send traffic to? In GA4, build a session segment with this RegEx + add landing page/session metrics. INSTRUCTIONS: www.youtube.com/watch?v=enTo... Or skip setup... SEOTesting has an LLM Traffic Pages Report built in.

Keyword cannibalization isn't always what you think it is. I've seen a lot of explanations that look like this: 👉 Two URLs on the same SERP, both ranking lower than they would if just one existed. But that's only half the story.

Most SEOs talk about internal linking, and rightly so. Here's the proof that it still (yes, in big 2025) moves the needle! 🧵🧵

📊 SEO Tip of the Week (Edition 4): Leverage Internal Search Data Your site's internal search box is one of the most underused sources of keyword and intent data.

Most on-page #SEO advice is stuck in 2015. Forget “fix your meta descriptions.” Here are 5 on-page tweaks that deliver instant wins! 🧵👇

Boss: So... When will be ranking Position 1 then? 👀 "Let me just consult my crystal ball!" How many of us have had questions exactly like this? 🤣

By now, you're probably asking the question: How much traffic is actually coming from LLMs. We've just launched a new LLM Traffic Report inside of SEOTesting that shows exactly that. You can now see how many sessions are coming from LLMs, and which pages they're landing on, all pulled from GA4.

High "search volume" ≠ high business impact. If you're still chasing keywords for their monthly estimated search volume, you're playing the wrong game.

Something really, really cool is in the works! Who’s ready for me to drop some knowledge bombs on SEO, marketing, brand, and productivity?!?!

Most SEOs stop at reporting traffic. But traffic isn’t the business outcome... conversions are. In GA4, build this in 2 mins: 📍 Landing page + query string, source/medium 📍 Sessions, engaged sessions & key events 📍 Filter: google/organic Now you’ll see which content drives conversions.

140 SEO tests later... Here's what actually moved the needle for us. I ran 140 SEO tests on the SEOTesting website and used ChatGPT's Deep Research to analyze the results. Some patterns were hard to ignore. 👇

📊 SEO Tip of the Week (Edition 3): Avoid "Churn-Cycle" SEO Last week, during a podcast recording, I admitted I've been guilty of churn-cycle SEO: Map keywords --> Ship posts --> Hope for the best.

🚀 5 Quick Ecommerce SEO Wins 🚀 Boost traffic & conversions WITHOUT a big technical overhaul. Let’s dive in 👇

When the client asks: "Can we rank Position 1 for this by next week?"

New page designs can often directly improve SEO performance! Here’s a real example from an SEOTesting client. 👇

"Just publish more content." That's the thinking that many SEOs (myself included) used to have. And it's completely wrong! 🧵

Here are five internal linking tips that will actually move the needle for your website:

📊 SEO Tip of the Week: Refresh Your Content We nearly doubled traffic to a blog post (7.57 → 14.4 clicks/day) just by updating it. Google favors freshness, and thanks to research by Metehan Yeşilyurt, we know that LLMs might too!

SEO A/B testing ≠ CRO A/B testing. Instead of 1 page vs 1 page, we compare groups of similar pages: control (no changes) vs test (with changes). That’s how you prove what really moves the SEO needle. Full guide + case studies in comments.