James Dooley, Mike Lovatt, Paul Truscott and Luke Bastin discuss the importance of SEO testing, split testing and research and development in modern search marketing. The conversation explains why private SEO testing groups often uncover more valuable ranking insights than public conferences or outdated SEO courses. They cover Google algorithm testing, subdomain experiments, localisation strategies, schema testing, transactional page optimisation, user intent, LLM visibility and Google Business Profile ranking factors. The group also explains how data-backed SEO experiments help agencies gain stakeholder buy-in and improve client trust. Throughout the discussion, they share real examples of testing different ranking theories across industries, countries and local SEO campaigns. This podcast is aimed at SEO professionals, agency owners and marketers looking to stay ahead of Google updates, AI search changes and modern SEO ranking factors.