Tag: SEO

A/B testing is an incredibly valuable tool in digital marketing—if executed correctly. It enables companies to refine landing pages, emails, and ads by comparing two options and determining which one performs better. But what can be done when your A/B test goes awry?

Sometimes, the data lies. Or rather, misinterpretation, flawed setups, or external factors skew the results, leading to poor decisions. If you’ve ever run an A/B test that backfired, you’re not alone. Let’s explore why A/B tests fail and how to fix them.

Common Reasons A/B Tests Go Wrong

1. Testing Too Many Variables at Once

Testing multiple variables (such as headlines, images, and CTA buttons) in one test will make it unfeasible to identify what has resulted in the variation in performance. Test each variable individually at all times to gain clear information.

2. Inadequate Sample Size

If your test is not being run for an adequate amount of time or receiving sufficient traffic, the results won’t be statistically significant. Use tools such as sample size calculators to get the appropriate amount of time and audience size.

3. Omission of Outside Variables

Did your test fall during a significant holiday, Google algorithm change, or technical issue? Outside influences may skew results. Always investigate outliers before reaching conclusions.

4. Misinterpreting Statistical Significance

An insignificant conversion improvement is not necessarily a champion. Verify your results are statistically significant (typically 95% confidence level or higher) before implementing changes that stick.

5. Testing the Wrong Things

A/B testing a small button color variation won’t be important if your landing page messaging is poor. Prioritize high-leverage items such as headlines, value propositions, and lead forms.

How to Rectify a Failed A/B Test

1. Review Your Hypothesis

Was your test driven by a solid hypothesis, or was it an arbitrary change? Begin with user behavior insight (heatmaps, surveys, or session recordings) to inform your tests.

2. Segment Your Data

Rather than considering overall performance, segment data by traffic source, device, or user demographics. A losing variation may win with a particular audience.

3. Run a Follow-Up Test

If results are ambiguous, tighten up your test and repeat it. Occasionally, seasonal trends or user behavior changes necessitate multiple rounds of testing.

4. Combine Qualitative & Quantitative Data

Numbers do not always speak for themselves. Use heatmaps, user feedback, and survey data to determine why a variation did not perform as well.

5. Document & Learn from Failures

Each failed test is an opportunity to learn. Document what went wrong and modify future tests based on that.

Final Thoughts

A/B testing is a science, but it’s not infallible. Misconceived configurations, hasty conclusions, and outside influences can produce deceptive data. By embracing best practices—testing one thing at a time, maintaining statistical significance, and marrying quantitative and qualitative findings—you can sidestep expensive errors and make informed decisions that truly drive your business forward.

At 7th Growth, we assist companies in maximizing their marketing efforts through data-driven insights. If your A/B tests continue to send you around in circles, call us for expert advice.

The digital marketing world is buzzing with one big question: Is SEO dead? With Google’s latest AI-powered search updates, many marketers and business owners are wondering if traditional SEO still matters.

The short answer? No, SEO isn’t dead—but it’s evolving.

Google’s AI-driven search (like Google SGE – Search Generative Experience) is changing how people find information online. Instead of just showing a list of links, Google now provides AI-generated summaries, direct answers, and interactive results.

So, what does this mean for businesses relying on lead-driven content strategies and Google ranking services? Let’s break it down.

How Google’s AI Search is Changing SEO

1. Less Clicks on Traditional Search Results

With AI-generated answers, users may get the information they need without clicking through to websites. This could reduce traffic for businesses that rely on organic search rankings.

What Should You Do?

• Focus on long-tail keywords and question-based queries.
• Optimize for featured snippets (position zero) since AI pulls from these.
• Create in-depth, expert-level content that AI can reference.

2. Rise of Conversational & Intent-Based Search

People are no longer just typing keywords—they’re asking full questions. Voice search and AI assistants like Google Bard prioritize natural language.

What Should You Do?

• Structure content in a Q&A format (like FAQs).
• Use semantic SEO—target related terms, not just exact-match keywords.
• Optimize for local intent (e.g., “best marketing agency in Canada”).

3. AI Prefers High-Authority Sources

Google’s AI pulls data from trusted, authoritative websites. If your site lacks E-E-A-T (Experience, Expertise, Authority, Trustworthiness), you may lose visibility.

What Should You Do?

• Build backlinks from reputable sites.
• Showcase credentials, case studies, and testimonials.
• Keep content updated and fact-checked.

SEO is Not Dead—It’s Just Different

While AI search changes the game, SEO is still crucial for business growth. Here’s why:

✅ AI Still Needs Sources – Google’s AI pulls from high-ranking pages. If your site is optimized, you’ll be referenced.
✅ Local SEO Matters More – For queries like “business marketing agency in Canada”, Google still shows local results.
✅ User Experience is Key – Fast-loading websites and mobile-friendly designs rank better, even in AI search.

How to Adapt Your SEO Strategy

1. Focus on Quality Over Quantity

AI rewards deep, valuable content. Instead of churning out generic blogs, create comprehensive guides that answer user intent.

2. Optimize for AI & Voice Search

• Use natural language (how people speak).
• Target longer, conversational queries.
• Structure content with clear headings and bullet points for easy AI parsing.

3. Leverage Multimedia

AI prefers diverse content formats—videos, infographics, and podcasts can improve engagement and rankings.

4. Speed & Technical SEO Still Matter

If your site is slow or broken, AI won’t prioritize it. Ensure:

• Fast-loading websites (under 3 seconds).
• Clean site structure with proper internal linking.
• Schema markup to help AI understand your content.

Final Verdict: SEO is Evolving, Not Dying

Google’s AI search is a shift, not an extinction event for SEO. Businesses that adapt—by creating high-quality, user-first content, optimizing for conversational search, and maintaining technical SEO best practices—will still thrive.

At 7th Growth, we help businesses stay ahead with lead-driven content strategies and Google ranking services tailored for the AI era.

Need help future-proofing your SEO? Let’s talk. 🚀