Thoughts from the SearchPilot team
A lot of our writing is based on lessons learned running SEO tests. If you're new here, you might want to read more about how SEO A/B testing works before you get started.
I have regularly heard people say that SEO is zero sum and it seems that almost half the industry thinks that’s true. What I believe people mean by it in an SEO context is that every time you move up in rankings for a particular search phrase, other websites necessarily must move down to make space for you.
This is intuitive, but I believe it’s wrong.
SEO at the edge means any SEO changes that are made after the HTML is created by your CMS or origin server before it is served to the user. These changes are made closer to the user by modifying the HTML on the way “through” a CDN-like layer.
The biggest benefit is that you aren’t constrained in the changes you can make. Between engineering resource constraints, and technical limitations of some web platforms, there are certain kinds of changes that can be difficult, prohibitively expensive, or even impossible to make via a CMS or origin code change. Many of these changes are quick and easy to make by modifying the HTML output at the edge.
I know a lot of folks who started out in SEO, and are now in marketing leadership positions.
One challenge, when this happens, is that it’s hard to stay plugged in to SEO news, but you still have oversight of the SEO channel.
Does this sound like you? Here’s what you need to know: