Airbnb: Experimentation & Measurement for Search Engine Optimization

medium.com

This is an insanely good post—by far the smartest thing I've ever seen written about SEO experimentation.

SEO (search engine optimization) is an incredibly hard problem to deal with quantitatively. It doesn't lend itself to traditional digital experimentation approaches because you can't serve two different versions of a page to a search engine and see which version results in more traffic! Because of this inability to apply standard experimentation approaches, most companies just don't really try very hard to treat SEO with any quantitative rigor.

Airbnb solves this problem with clever experimental design and thoughtful stats. Must read—I've really never read such a thoughtful post on this topic.

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