What’s up friends from SEOIRL 2025, here’s an AI generated summary we don’t care about for you all: this presentation takes you from SEO foundations, with a deeper dive into SEO experimentation, navigating through the changing SEO landscape, and the looking at the impact of AI search, from learnings of countless SEO experimentations at Tripadvisor. Useless brain dump near the end of the presentation.
- SEO Fundamentals: Improving ranking (topical authority, content, algorithm updates), CTR (pixel optimization, title tags, SERP features), and user experience (long clicks, CRO vs. SEO testing).
- SEO Experimentation (why they fail) such as wrong data sources (avoid sampled data), issues with test and control groups (correlation, outliers, longer timeframes), and the importance of re-testing and speed in implementing changes.
- New Google Landscape & AI Search: How Google changed features in a way that no traffic leaks out and how AI (AI Overviews, Organized by AI and AI Mode) frovides a brief opportunity for some websites at high-volume queries.
- Other SEO Brain Dump
Check it out!
SEO Strategist at Tripadvisor, ex- Seek (Melbourne, Australia). Specialized in technical SEO. Writer in Python, Information Retrieval, SEO and machine learning. Guest author at SearchEngineJournal, SearchEngineLand and OnCrawl.