SERP Meta Title/Meta Description Updates
Background: Our overall impressions in search engine results have increased over 3000% for some tutorial landing pages since December, but there has not been the same increase in clicks. We would like to run an A/B/C test on the meta title and meta description displayed in search engine results to see if we can drive more clicks.
Goal: Discover which meta title/meta description version gets us most clicks overall.
Hypothesis 1: Using ‘How to add’ in the meta title will support our schema efforts and get us ranking better, more featured snippets, and get us more clicks for ‘how to’ searches.
Hypothesis 2: Using ‘best’ terminology and adding ‘2020’ will get us more clicks.
TECH NOTE: Please add Ben as one of the reviewers for the MR for this.
Scenario: Randomize the meta title/meta description shown for /tutorials pages
TECH NOTE: Randomization should be based on the combination of the platform and app_type and should be the same for all users that visit a page. For example Shopify + Form Builder might always show Group A, Shopify + Social Feed might always show Group B, and Wix + Countdown Timer might always show Group C. The easy way to do this is like this:
Create a seed that will always be the same for a given app and platform combo:
randomseed = "#{PLAFORM}#{APP_NAME}".hash
Use ruby Random to return 0, 1, or 2 for that seed:
random_generator = Random.new(random_seed)
random_index = random_generator.rand(0..2)
Scenario: Group A meta title/meta description
Given a user is in group A
When they see a POWr search engine result for a /tutorial landing page
Then they will see the following:
Meta title: Best Free {{app_name}} {{platform_type}} for {{platform}} in 2020
Meta description: Create a responsive {{app_name}} and embed it on your {{platform}} website in 3 clicks. No coding. Get started free with POWr's easy {{app_name}} today.
Scenario: Group B meta title/meta description
Given a user is in group B
When they see a POWr search engine result for a /tutorial landing page
Then they will see the following:
Meta title: Best {{Platform}} {{app_name}} {{platform_type}} for 2020 | Free {{App_name}}
Meta description: Impress your visitors with the best {{app_name}} for {{platform}}. Create your {{app_name}} and embed it on your site in 1 minute. No code. Get started free today.
Scenario: Group C meta title/meta description
Given a user is in group C
When they see a POWr search engine result for a /tutorial landing page
Then they will see the following:
Meta title: How To Add a {{app_name}} to {{platform}} | Best {{app_name}} 2020
Meta description: Ranked the #1 {{app_name}} for {{platform}}. Create your free {{app_name}} and embed it on your site in 1 minute. No code.
Scenario: Google Analytics events run for each group
WHEN marketing team looks at google analytics
THEN they want to see how many impressions group A, B, or C has generated
Technical Note: Use our javascript AnalyticsEvent(‘seo_meta_ab’,’[A, B, or C group],’ URL_PATH)
Scenario: articleBody is updated in the Schema JSON
Given someone is inspecting a /tutorial landing page
When they navigate to the application/ld+json script within the <head> tag
Then they will see the following copy in the “articleBody” section:
The best {{app_name}} app for your {{platform}} website. Create a responsive {{app_name}} and embed it on your {{platform}} website in 3 clicks. No coding. Get started free with POWr's easy {{app_name}} today and get access to 60+ website apps to increase your sales and collect more leads.
Tech note: For reference, this is where the current text appears within the schema.org JSON script.
