A simple SEO experiment log

For each change, record the date, affected pages, hypothesis, expected result, comparison group if available, and the date you will review it. Note other changes that could influence the outcome.

An observation is not always proof of cause. A clear log helps you learn even when the result is ambiguous.

What fields would you add to make this practical for your team?

Add “other changes during the observation period” to the experiment log. Content updates, tracking adjustments, stock changes and deployments can all complicate an interpretation.

Also record what outcome would count against the hypothesis. Without that, the log can become a story that explains any result after the fact rather than a plan for learning something.