Jerry Uejio's presentation from the Growth Engineering Meetup: https://www.meetup.com/Growth-Engineering/events/244256591/ Learn how SEO plays into the overall growth strategy at HealthTap, how we think about SEO experimentation in the health context, and some results from SEO experiments. Experiments built with the help Mike Kuan, Alexander Sivura, Allen Osgood, and Steijn Pelle. Presentation designed by Joey Primiani.

1. Happier, Healthier Lives
Through SEO Experimentation
Jerry Uejio, Growth Engineer
jerry@healthtap.com

2. HealthTap connects people to
high-quality and affordable healthcare.

3. Ask Doctor
Free Question
Virtual
Consults
Request
Prescriptions

4. Easily connect with a doctor.

5. Ranking
Search engines
index content
User Search
Land on content
Signups
% of new
users signup
Post
% post content
USER GENERATED
CONTENT SEO LOOP

7. Hundreds of factors impact SEO
Factors Impacting SEO

8. SEO Experimentation
www.healthtap.com/topics/cold → treatment
www.healthtap.com/topics/asthma → control
Visitor X → treatment
Visitor Y → control
Normal Experimentation
For more info, see: https://engineering.pinterest.com/blog/demystifying-seo-experiments

9. Hypothesis
Spelling & Grammar as an SEO Factor

10. Minimum Viable Test
Analyzed frequency of spelling and grammar errors with LanguageTool
Chose a few high frequency errors to fix on the fly (capitalization, punctuation)

11. ← Launch date
4%
% difference in
traffic
variant -
control
Time

12. Next Steps…
Identify all spelling and grammar rules/changes
Pick and test rules on large public corpus
(Google Books)
Apply across millions of pieces of content

13. SEO Growth Experiments
Jerry Uejio
Growth Engineer
Most on-page factors can be split-tested

14. +7% Traffic (Winner)
+5% Traffic +3% Traffic
-12% Traffic
CONTROL
TIE

15. +6% Traffic
CONTROL MORE ANSWERS ON PAGE

16. SEO Growth Experiments
Jerry Uejio
Growth Engineer
Don’t forget sanity A-A Testing

17. % diff between
2 control
groups on
10% of pages
Time
← High impact bug

18. Off-the-shelf SEO solutions

19. SEO factors that are difficult to test...
● Content trimming
● Sitemap optimization
● Backlinks and social sharing
● Information architecture
● Design changes
● New page creation

20. SEO Growth Experiments
Jerry Uejio
Growth Engineer
Thank you!
jerry@healthtap.com

21. We’re hiring in SF & Palo Alto!
jerry@healthtap.com