Emily Potter's Posts



Adding FAQ Schema: SEO Split Testing Lessons from DistilledODN

As much as we raise alarm about the constant change in Google SERPs, us SEOs love new things with FAQ schema being the latest example. Some are reporting how much they love it, others are saying they’re losing clicks because of it. Here’s a handful of the Twitter buzz:

Does winning FAQ snippets improve click-through rates?

Naturally, we wanted to test it using Distilled ODN to find out for ourselves.

Continue reading >>

10 Quick Wins We Can Make Using ODN as a Meta CMS

The Distilled Optimization Delivery Network (ODN) is most famous for SEO A/B testing and more recently full-funnel testing. But fewer people are familiar with one of the other main features; the ability to act as a meta-CMS and change pretty much anything you want in the HTML of your site, without help from your development team or writing tickets. DistilledODN is platform independent, sitting between your website servers and website visitors, similar to a Content Delivery Network (CDN), as shown in the below diagram.

This use case for ODN has been popular for many of our enterprise clients who have restrictions on their ability to make on-the-fly changes to their websites for a variety of reasons.

Continue reading >>

Featured Snippets: Tips and tricks on reaching the top

Most companies with a presence on Google will have an interest in appearing at the top of search results. Naturally then as SEOs, we are often asked how featured snippets can be acquired. If you’re currently working on winning some featured snippets, this blog post will give you some tips and processes to get you started.

In this post I am going to share some current featured snippets stats and trends, and go through my own method on how to win them. I’ll cover the different tools I found useful, how I determine what queries to prioritise, and how I decide what changes to make to the content.

If you didn’t already know, featured snippets are a summary of an answer to a search query that Google scrapes from a web page, typically one that organically ranks on the first page.

Continue reading >>

Building visual reporting in Google Sheets

If you didn’t already know, Google Sheets has a fantastic Google Analytics add-on that can be used to create custom reports in Google Sheets. For more information on the reporting capabilities of this tool, read this blog post from 2016, which will also teach you how to download the add-on and set up a custom report configuration. As an overview, this add-on allows you to:

  • Quickly pull any data from Google Analytics (GA) accounts you have access to directly into a spreadsheet
  • Easily compare historical data across custom time periods
  • Filter and segment your data directly within Google Sheets

Continue reading >>