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