Learn SEO A/B Testing: Free 101 Course from SearchPilot

Free SEO Testing Course: Learn How to Prove What’s Driving Results

Search is your biggest channel, but your least understood. This free course teaches you how to stop guessing and start experimenting, turning SEO into a predictable, controllable performance channel.

A free course by Craig Bradford, COO of SearchPilot. You'll learn:

Why "before and after" analysis is flawed and why split-testing is the gold standard for proving cause and effect.

Frameworks and mental models to design valid experiments.

How to write a business case that gets leadership and engineering to buy in and launch your testing program.

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Does This Sound Like You?

You launch a big SEO change. Traffic goes up, which is great. But you can't be sure your change caused it. Was it seasonality? A Google update? A competitor’s site going down?

You get developer time for a change a blog post said would work. It doesn’t. Now you’ve lost some trust, and it’s harder to get help for your next idea.

You know you should be testing. But the process seems complex, and it's hard to know where to start.

Module 1: The "Why"

Learn how to build a business case for testing. We’ll cover the basic science that separates guesswork from facts. You'll learn why "before and after" analysis is flawed and why split-testing is the gold standard for proving cause and effect. This is the mindset shift from relying on correlation to proving causation with data.

Module 2: The "What"

Gain the mental models to design valid experiments. We’ll break down the two primary levers you can pull, CTR and Rankings, and show you how to find the large groups of pages you need to run powerful tests.

Module 3: The "How"

This module is about turning theory into action. Get a starter pack of proven test ideas and a simple, one-page business case template designed to get the buy-in you need from leadership and engineering teams.

1.1 Module 1_ The Mindset Shift (The _Why_)

Video 1.1 - The Business Case for Testing

This module introduces the core problem SEO professionals face: proving the impact of their work. It explains that relying on correlation (traffic changes after a change) is insufficient because many external factors can influence results.

Digital marketing hierarchy of evidence

Video 1.2 - The Hierarchy of Evidence

In this module, you’ll learn how Randomised Controlled Trials (RCTs) provide trustworthy evidence for measuring the impact of SEO changes. By the end, you’ll be able to recognize different types of evidence and evaluate new SEO studies with greater confidence.

The Hypothesis Generation Framework

Video 2.1 - How to Create a Good SEO Hypothesis

In this module, you’ll learn two proven frameworks: one to confirm your SEO tests are valid, and another to systematically generate new testing ideas. By the end, you’ll have a dependable process for building a strong pipeline of impactful SEO experiments.

2.2 Module 2_ The Building Blocks - How to Prioritise Test Ideas

Video 2.2 - How to Prioritise Test Ideas

Generating test ideas is just the beginning. In real businesses, you also need to manage limited resources and align with stakeholders. That’s why this module introduces a prioritisation framework. Agreeing on a clear way to choose your next test helps improve communication, secure stakeholder support, allocate resources effectively, remove bias from test selection, make decisions with confidence, and analyse your testing history more easily.

2.3 Module 2_ How to make sense of test results

Video 2.3 - How to make sense of test results

In this module, you’ll learn how to understand your test results. We’ll explain why organic traffic is our primary metric (rather than rankings or click-through rates) and guide you through interpreting the charts shown after your test is complete.

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Video 2.4 - We're Doing Business Not Science

Now it’s time to put theory into action. Not every SEO test will deliver clear or immediate results, but that’s part of real-world experimentation. In this module, we’ll explore the business impact of SEO testing and share a practical framework to guide better data-driven decisions. Our goal is to help you use SEO testing to drive change, not create roadblocks.

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Video 2.5 - How to Get Value From Every Test

Every test provides valuable insights, even if it doesn’t produce a clear win. By analysing results with the right framework, you can unlock learnings that strengthen your entire testing program. In this module, we’ll guide you through a proven approach to maximise the impact of every experiment you run.

Retail SEO pack (1)

Video 3.1 - How to Generate Your First Test Ideas

In this module, we'll jumpstart your SEO testing program by giving you over 20+ practical test ideas you can put into action immediately. You’ll also learn how to spot new opportunities by analysing your competitors. By the end of this module, you’ll walk away with a list of test ideas that you're ready to launch.

ROI Framework (1)

Video 3.2 - Building an ROI Model for Your Testing Programme

By now, you know why testing matters and what it entails, but your organisation still needs to be convinced. In this module, we’ll guide you through a ready-to-use ROI template that helps you forecast the potential impact of your testing programme.

The One-Page Plan to Get Your Boss to Say Yes to SEO Testing

Video 3.3 - The Business Case

An ROI spreadsheet is useful, but on its own, it won’t convince anyone. What really drives action is putting those numbers into a compelling story. In this module, we’ll share a proven process used by top consulting firms for crafting stories that influence and inspire. By the end, you’ll be able to show your organisation that SEO testing isn’t just a “nice to have,” but an essential step toward achieving your strategic goals.