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Driving Triple-Digit SEO Gains for a Global Sports Brand
An iconic global sports brand’s SEO team came to SearchPilot with precise requirements—they needed more insights, more impactful SEO reporting, and a higher testing cadence.
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customer success story
Our key discovery
Small SEO changes can be worth millions, but only if your testing is sensitive enough to see them.
The pages being tested stayed the same. What changed was what the team could measure. One test uncovered $6 million in extra annual revenue. In total, the brand has seen a $20 million return on its SearchPilot investment.
The challenge
An iconic global sports brand’s SEO team came to SearchPilot with precise requirements—they needed more insights, more impactful SEO reporting, and a higher testing cadence.
The company had been running basic tests using a causal impact model to prove the concept of SEO testing. Among other things, this proved that the team’s model was not sensitive enough. Its manual setup and analysis also led to a slow testing cadence, which did not provide enough valuable insights. The SEO team quickly realized they needed to scale their data-driven approach to deliver better insights.
They needed to be able to run more tests, detect small but meaningful SEO changes and report on tangible results to demonstrate progress and value to internal stakeholders.
This is precisely why they decided to invest in SearchPilot.
Our solutions
Testing with SearchPilot’s neural network model
Choosing to work with SearchPilot’s neural network model instead of a causal impact model meant two things for the sports brand: more statistically significant tests and more valuable insights for the SEO team to work with.
In 2019, SearchPilot moved away from causal impact, which was the industry standard at the time. Today, its neural network model is twice as sensitive as its causal impact predecessor and improvements to how SearchPilot chooses control and variant groups has improved the sensitivity even further. Customers can predict more uplifts with greater confidence and detect more positives (without compromising accuracy).
Involving professional services throughout the process
The SearchPilot team was involved in every step of the test planning process, from ideation to test tracking and creating write-ups to help inform SEO and product stakeholder decisions. This collaborative approach created alignment between teams from the start, enabled data-driven decision-making and helped the internal team identify more insights, faster.
Better internal branding for the SEO team
Armed with valuable insight from SearchPilot, the global sports brand’s SEO team could report on SEO tests every month and share winning ideas and lessons learned. This improved the team’s internal visibility and branding while protecting the SEO channel and showcasing its importance to the broader business.
Greater trust, bolder tests
The rising insight rate tracks improvements in SearchPilot’s ability to detect smaller uplift changes. As SearchPilot’s ability to detect smaller uplifts continues to grow, so does the volume of insight and data the global sports brand receives from the platform.
This means that the brand can deliver bigger, better results from even smaller, more subtle changes. Thanks to the team’s trust in SearchPilot’s technology, they can experiment with bolder test ideas.
