How to Apply the Scientific Method in Your SEO Projects

When we think of SEO, we usually associate it with terms such as keywords, crawling, indexing or internal linking, among many others.

But have you ever considered that the scientific method can be a powerful tool to improve the visibility of your clients’ websites in search results?

Surprising as it may sound, the same approach scientists use to develop new drugs or explore the mysteries of the universe can be effectively applied to your SEO strategies.

These are the main reasons: 

• It’s based on observation. 
• It’s based on analysis.
• It’s based on experimentation.

All with the goal of reaching conclusions based on data and not on assumptions.

But First, Some Context: What Is the Scientific Method?

The scientific method is a structured process that allows complex questions to be answered through observation, experimentation and data analysis. In the field of SEO, it helps us make informed, evidence-based decisions, allowing us to continuously optimize our strategies. That way, we can offer our clients better results, greater visibility and, ultimately, more business opportunities.

 The Phases of the Method Applied to Your SEO Strategy

1. Observation and problem statement: Observation will be the core of our research, where we’ll collect the necessary data to work in the following phases. At this stage, we collect the necessary data to identify possible areas for improvement. For example, we analyzed several URLs that, despite being well optimized, failed to rank in the top 1-3. From there, we benchmark our competitors to detect what they are doing better and understand where we can adjust our strategy.

2. Hypothesis formulation: The hypothesis is an educated guess that allows us to predict a possible outcome based on the observations made in the previous phase. For example: “If I optimize the titles using the exact keyword instead of a semantic variant, I will be able to reach the top 1-3 and outperform my competitors”. This hypothesis arises from the observation that the best positioned competitors are applying precisely this strategy.

3. Experimentation and testing: In this stage we apply the necessary changes to validate our hypothesis. It’s advisable to perform the modifications on a single URL or group of URLs with an intermediate performance: neither those that generate the most traffic nor those that hardly receive any.  This covers our backs if the hypothesis is incorrect and we need to backtrack. If the results are not as expected, we’ll need to reformulate the hypothesis and carry out a new phase of experimentation.

4. Analysis of results: After approximately one week, you should examine whether your hypothesis has been confirmed. If so, it’s time to iterate and apply the changes to the other URLs that share the problem or have room for improvement. However, if the hypothesis is not valid, you need to formulate a new one and retest.

5. Conclusions: We’ve found that simply adjusting the titles to the exact keyword managed to position one of our URLs in the top 1-3. After doing the same with the rest of the URLs we have achieved the same result.

What Have Been the Benefits of Using the Scientific Method?

• Decisions based on data: It allows us to act on a sound basis, eliminating intuition as the sole criterion for action.

• Risk reduction: By testing on a single URL, we minimize potential negative impacts and validate before scaling.

• Continuous learning: Each experiment gives us valuable information to generate new hypotheses and continue improving.

• Greater profitability: Optimizing resources by performing a single initial test allows us to scale up safely and efficiently.

• Improved visibility and business: Applying this strategic approach favors positioning, lead acquisition and increased sales.

What if We Use AI to Help Us With Iteration?

Artificial intelligence (AI) is transforming the way companies approach SEO, accelerating processes and significantly improving results. A clear example of how AI can optimize this area is the generation of prompts, a key tool that allows the creation of optimized content in an efficient and personalized way. Thanks to the implementation of AI, 65% of companies have been able to generate better results in their SEO strategies. 

In the previous example, where we have used the scientific method to position our URL, the use of AI has the potential to speed up the process and render better results.  

Thanks to Google Sheets and its GPT for Sheets extension, we can use the Chat GPT API to automate SEO tasks such as title optimization. This allows us to work in a scalable and efficient way from a list of URLs.

For example, if we want to optimize the title tags of several pages based on a specific keyword, we can create a prompt that automates this task. Here’s a useful example:

“Act like an SEO expert and check the current titles and main keyword of the URLs listed in the cells. I need you to generate a title using exactly the keyword indicated, without adding additional words, and end the title with the brand name of the project. It must not exceed 580px in width.”

What Results Have We Obtained by Using the Scientific Method?

Thanks to the veracity of our hypothesis and the iteration in the changes, we’ve achieved the following results:

Conclusion

With the application of the scientific method, we have learned that it’s not just about optimizing your site and waiting for results, it’s about analyzing, experimenting and generating new hypotheses that allow us to continue generating more visibility and more business for our clients.

If you want to take your SEO strategy to the next level with an approach based on data, experimentation and technology, the scientific method is just the beginning. At Globant GUT we specialize in innovative SEO solutions that combine deep analytics, AI and creativity to maximize results.