Top 5 Discoveries From Testing


Kyle Roof
seo testing
February 17, 2021


One thing you need to know about Google is that it uses an incredibly complex algorithm to identify which pages should appear on the first page of search results. We’re talking about a level of complexity that not even Google engineers totally understand anymore.

However because at its core, it's still just math, you can run experiments on it to determine which ranking factors have the most weight and how Google treats them.

This is what I’ve been doing as an SEO tester. And in this SEO Butler blog post, I not only talk about what it takes to run SEO experiments but I also share my top discoveries thus far.

What are My Top SEO Discoveries?

top 5 seo discoveries

Below are the most valuable things I found:

  1. Google can’t read.
  2. Grammar, spelling, bad words, and reading level are not ranking factors.
  3. Google can’t see a webpage – it doesn’t matter how pretty the page is, which fonts or colors you use, you must optimize specific factor areas.
  4. Contextual terms (NLP, TF-IDF, etc.) are a ranking factor.
  5. Click depth and the placement of internal links are factors.

Mind you, there are more things I discovered from my tests. But the 5 above truly affirms the fact that you can indeed figure out Google’s algorithm.


Rigorous SEO testing isn’t for everyone. But the unique insights I’ve discovered from over 400 tests have been more than everything to me.

Running SEO experiments has served me and my digital marketing agency well. Instead of relying on talking heads for advice, I’d run the test myself and see if a factor or strategy is worth pursuing. And the 5 discoveries I shared above are just the tip of the iceberg.

You can learn how to come up with your own SEO discoveries by reading my post on SEO Butler.

About the author 

Kyle Roof

Kyle is responsible for the development and implementation of all SEO techniques used by the SEO agency High Voltage SEO and the SEO tool PageOptimizer Pro. Kyle is also the co-founder of Internet Marketing Gold, a global community of 3000+ SEO professionals who test and prove cutting edge SEO techniques. Kyle is also co-host of SEO Fight Club a weekly YouTube show that covers a multitude of SEO topics. Kyle’s SEO techniques and discoveries are followed by many SEO professionals and business leaders, he has been featured in many respected publications and is a regular speaker on SEO and SEO testing at conferences throughout the world.

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