Since you’re reading this on the Distilled blog, you probably know Distilled has an SEO split-testing platform, DistilledODN.
One of the important features of the platform is taking care of the statistics and measurement automatically. Any time you set up a test, the platform will automatically:
- Create a forecast of expected traffic to the group of pages you’re testing on
- Create statistically similar buckets of control and variant pages
- Measure the organic traffic to the two buckets
- Calculate whether any difference in traffic is statistically significant
When we first built the tool, we used a measurement model that was based on the paper Inferring Causal Impact Using Bayesian Structural Time Series, which was published by Google.