Testing A Testing Protocol For Indexers

Carolyn Holzman led a peer review of Matthew Woodard’s 2023 SEO test, which involved creating 14 different tests for 14 indexers. The test, conducted on May 5, 2025, used 300-word spun content pages. Holzman highlighted the evolution of SEO testing since 2015, noting that modern indexing is more complex and less predictable. She emphasized the importance of clear topics and longer content (around 1000 words) for effective indexing. Holzman also discussed the impact of Google’s March 2023 core update and the shift to mobile-first indexing. She suggested using alternative traffic sources and log analysis for accurate traffic tracking.

Action Items

• [ ] Look into using tools like Clicky or AWS/Nexus logs to better analyze website traffic, rather than relying solely on Google Analytics. Ahrefs has a real-time analytics.
• [ ] Explore using QR codes and other marketing channels to drive traffic to the website, rather than just relying on Google.
• [ ] Investigate the “helpful content” concept and how to structure content to better align with Google’s current practices.
• [ ] Consider the use of AI-generated content and how to optimize it for indexing, while avoiding potential issues with content syndication.

Outline

Peer Review of SEO Testing Protocol

• Carolyn Holzman introduces the meeting as a peer review of a test published by Matthew Woodard on May 5, 2025.
• The test involves 14 different indexers, each with its own specific test.
• Carolyn provides context, noting that SEO testing has evolved significantly since 2015.
• The test involves creating 200 pages with spun content to simulate mass indexing.

Evolution of SEO Testing

• Carolyn explains the evolution of SEO testing from 2015 to 2025, highlighting the rapid indexing of pages in the past.
• The test involves using a script to generate pages with random alpha content to avoid introducing a specific topic.
• Carolyn demonstrates the mechanics of the test, showing how the script generates pages and the leaderboard used to track results.
• The test is designed to create 200 variations of content, but Carolyn notes that this type of content is no longer effective in today’s search environment.

Impact of Google Updates on SEO Testing

• Carolyn discusses the impact of Google updates, specifically the March 2023 core update, on the test results.
• The test was likely conducted in April or March 2023, coinciding with significant Google updates.
• Carolyn emphasizes the importance of including dates in SEO tests to account for changes in Google’s algorithms.
• The introduction of mobile-first indexing in October 2023 significantly changed how Google crawls and renders web pages.

Challenges of Modern SEO Testing

• Carolyn explains the challenges of modern SEO testing, including the need for content with clear topics.
• The test involves creating 200 pages with no specific topic, which is no longer effective in today’s SEO environment.
• Carolyn discusses the importance of theming test sites with related topics to improve indexation rates.
• The need for meaningful protocols to reflect current SEO practices is emphasized.

Q&A Session: Traffic Disappearing and Workarounds

• Carolyn addresses a question about traffic disappearing, suggesting log analysis as an alternative to Google Analytics.
• Carolyn recommends using non-Google options for log analysis to track traffic more accurately.
• Another participant asks about methods that work for SEO testing, and Carolyn suggests creating content with clear topics and longer word counts.
• Carolyn discusses the impact of AI content on SEO, noting that AI content may face syndication issues if it is too similar to other content.

Effectiveness of AI Content and SEO Tools

• Carolyn discusses the effectiveness of AI content and tools like Pop Optimizer, which use AI to optimize content for keywords and HTML tags.
• Carolyn cautions against using the same tool for multiple pages, as it may leave footprints and negatively impact indexation.
• Carolyn emphasizes the importance of manual tweaks and additional media to ensure content quality.
• The session concludes with Carolyn offering resources and tools for further SEO testing and analysis.

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