Technical SEO changes are often evaluated with a simple before-and-after comparison. A change goes live, performance is measured over the following weeks, and any movement is attributed to the implementation. The problem is that search performance rarely changes in isolation. Demand shifts, competitors move, Google updates roll out, and other site changes overlap with the same period. In many cases, Google hasn’t even recrawled enough of the affected pages before the test is called a success or failure. That doesn’t make technical SEO experimentation impossible. It does mean the test needs to be designed around a stronger comparison than…
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