Still making SEO changes you can’t explain?
Test Your Way To SEO Success
A practical way to turn SERP behaviour into clean SEO tests so you can stop guessing and GET curated results.
Access this & 50+ SEO courses for $97/month
Kyle has worked with / You've seen him in...
Stop relying on guesswork. Start running SEO tests that give you clear answers
SEO testing sounds simple on paper, but in practice, very few SEOs are actually running controlled tests. Most are making multiple changes at once. A title gets updated, internal links are adjusted, new content is added, and sometimes technical fixes are layered in at the same time.
When rankings shift, those changes are often treated as validation that the strategy worked.
But that conclusion is built on an assumption, not evidence.
When multiple variables change at once, there is no clear way to isolate what caused the movement. The result might have been driven by a single factor, a combination of factors, or something external entirely. Without control, every “win” becomes difficult to explain, and every loss becomes even harder to diagnose.
This creates a deeper issue over time.
If you cannot clearly identify what caused a positive result, you cannot reliably repeat it.
And if you cannot isolate what caused a negative result, you are left guessing at how to fix it. That uncertainty compounds across campaigns, teams, and client work, leading to strategies that feel active but lack real precision.
That is how untested ideas spread through the industry. Not because they are proven, but because they appear to work under unclear conditions.
This course introduces a more disciplined approach.
Instead of stacking changes and interpreting outcomes, you will learn how to reduce noise, control variables, and create testing conditions that produce clear, usable answers.
The goal is not just to see movement, but to understand exactly what caused it and how to apply that insight again.
Kyle Roof ran 400+ tests to cut through the noise. Now he's teaching you how to run your own.
You’ll learn how to spot real patterns, run controlled single-variable tests and validate what actually made the difference.
Turn SEO Behavior Into Evidence - From Observation To Controlled Testing
Don’t let another round of site changes go live without knowing what actually moved the ranking.
This course shows you how to find patterns in live SERPs, turn them into hypotheses, build controlled tests and review the results with screenshots, charts, and dashboards.
Inside these 6 chapters, Kyle shows you how to:
- Spot live patterns in Google and turn them into test ideas
- Build a 5-page test where only one variable changes
- Control the SERP with cleaner conditions and less noise
- Document what happened through case studies, screenshots, charts
- Use tools and dashboards to review results and act faster
...And build a testing mindset you can reuse again and again
Inside This Course
Module 1: Intro
Module 2: Field Observations
Module 3: Case Studies
Module 4: Single Variable Tests
Module 5: Tool Walkthroughs
Module 6: Dashboard Walkthrough
Included Bonus
A visual companion deck that reinforces the framework and gives you a fast refresher before your next experiment.
Put this framework to work before your next round of site changes - and before IMG’s upcoming SEO testing hackathon gives everyone a reason to test smarter in public.
Access this & 50+ SEO courses for $97/month
Who is this for?
SEOs & Consultants
If you are tired of murky results and opinion-led recommendations, this course helps you test changes cleanly and explain what actually moved the needle.
Agency Owners
If client budgets are on the line, this course gives you a smarter framework for validating tactics before scaling them across valuable sites.
In-House Marketers & Operators
If you need more confidence before rolling out SEO changes, this course helps you separate signal from noise and make cleaner decisions.
About Kyle Roof
Kyle Roof is best known for revealing the “secret” hidden in plain sight: Google’s algorithm is still an algorithm. In other words, it comes down to math.
He became widely known after ranking a page of gibberish text with only a handful of target keywords, proving how much of SEO can be tested rather than guessed.
Over the past several years, Kyle has run 400+ scientific SEO tests to better understand what actually moves rankings. Those findings became the backbone of PageOptimizer Pro and the systems used inside his agency, High Voltage SEO, and on client sites.
Today, he shares those methods on podcasts, stages around the world, and inside IMG, the platform he co-founded.
Start This Course
Because this is an updated release, How to Run SEO Tests 2.0 is currently available through an IMG membership rather than as a standalone one-time purchase. Join IMG today and unlock this course:
IMG MEMBERSHIP
$
97/month
Stream it to your heart's content
14 DAY MONEY BACK GUARANTEE
You have 14 days, two whole weeks to try out this course OR the IMG membership. If by the end of these 14 days you do not feel satisfied with the product, please shoot an email to support and we will refund you promptly. If this isn't going to help you, we don't want your money.
IMG Members Get Access to
50+ Additional courses
Why get just one course while you can get IMG, the Netflix™ for SEOs?
You get instant access to ALL of the courses below with one new course each month.
SEO Courses Coming Soon...
" A complete No-brainer "
IMG offers a MASSIVE amount of value. The courses alone would cost $1000s. Once you add in the regular Q&A's, the scientific tests and the incredibly helpful and supportive community, the whole package becomes a complete no-brainer! - Geoff Meakin
...And Access To 160+
Exclusive SEO Test Results
IMG is much more than just courses, members also get access to 160+ EXCLUSIVE SEO tests results made
by the IMG testers group FOR IMG. You won't find these anywhere else
YOURS: 160+ Completed SEO tests + Quarterly updates
" Literally internet marketing gold "
The SEO Test Results is what really drew me to sign up for IMG. The fact that they do SEO Testing with a coherent team of people and publish those tests is literally internet marketing gold. It gives you that edge over other people who do what we do. -Todd Weeks
Praise for IMG
Eric St Cyr
Registered all my team
Hey IMG, just a short note to let you know that I was so impressed by your content that I have decided to register all the members of my team. In this business fresh knowledge is the key, and there is no better place to find it. Thanks and keep the good work.
Nancy Reagan
The best I've seen
The content quality is the best I’ve seen from an SEO course. I’ve been taking SEO courses since 2016 and the style is easy going and never over my head. I love the “show me how to do it style”! Great course!!
Rambabu Thapa
Backed by great SEO minds
Being a part of this community has built more confidence to take new projects and charge more to my services.
I am backed by great SEO minds of all time and I can reach out to anyone and everyone is super responsive. Plus I am expanding my understanding of SEO every day.
Ronald Reyes
Given me the competitive edge
I am a freelance SEO and have benefited greatly from the IMG community and training. The knowledge inside some of the courses has helped me give my clients a competitive edge. One of my favorite courses is Kyle Roof's White Hat SEO course, the concept and practical application is something every SEO should have in their arsenal.
Jonathan Kiekbush
High converting content
Kevin’s Masterclass has changed the way I teach our team how to write forever. He closed a gap we never could: how to make content convert highly, something that is very tricky to teach since some writers “get it” and others don’t.
Devin Schumacher
From 2,310 visits a week to 4,286
The Content Audit Playbook has really helped out my agency, SERP co. We recently used the material from the Content Audit Playbook to clean up and optimize a client's site. In under 6 months we were able to almost double the website's organic traffic, going from 2,310 visits a week to 4,286 visits a week.
Will Mullins
Better Business than before
I’ve been in SEO for 10 years, so I’d say I'm somewhere between intermediate and advanced levels. The algorithms / science stuff is what I love the most about IMG.
Not only have I become a better SEO, but now I have a better business than before I started!
Eran Biran
Acheived milestones
After 2 months of IMG membership, my knowledge has exponentially grown and I have achieved some great milestones with my clients thanks to the methods I learn on this platform.
Amir Shahzeidi
Some of the best SEO Courses
Since I'm an SEO Lead, my level is advanced. I love the IMG community. It offers some of the best and most in-depth, advanced, actionable SEO courses that I've found on the internet.
Jay Yap
Less time on rewrites
Most writers just don’t get it, so we normally end up editing or rewriting a lot of what comes in.
Now we spend way less time on rewrites AND get more engagement. Easily the best content course out there.
Olga Reznikova
Over 30% in just 60 days
We were excited to have Robbie use Wedding Forward as a working example in The Content Audit Playbook. After implementing the strategy recommendations he covers in the course, we were able to grow organic traffic by over 30% in just 60 days. Fast forward a year, and WF has gone from 55,944 organic visits to over 100,000 organic visits a month!
Todd Weeks
Gives you the edge
The SEO Test Results is what really drew me to sign up for IMG. The fact that they do SEO Testing with a coherent team of people and publish those tests is literally internet marketing gold.
It gives you that edge over other people who do what we do.
Raoul Wruck
Wasn't aware how easy Google is
Kyle's teachings totally changed how I approach onpage SEO. I already knew that Google is an algorithm, but I wasn't fully aware how easy it is to beat.
I really like the teaching style and content quality.
Ryan Mendenhall
Phenomenal results
Our agency has added many of his processes into our bag of tricks and we're getting some phenomenal results for our clients.
I wholeheartedly recommend that every SEO learn all Robbie is willing to teach. Not doing so will put your ranking and traffic potential in serious danger."
Terry Power
The place you need to be
This is the place you need to be if you want to know what's working in SEO. The people in this community believe in testing and sharing what they found, positive or negative. Additionally, being a member of IMG has allowed me to focus my testing better to understand the variables involved in testing.
Rohin Dua
from 2.200 to 14,000 in 90 days
We took our client's phone repair website from 2.200 to 14,000 monthly organic visitors in just 3 months using the processes taught in the Quick Wins Playbook.
Mads Singers
Much better conversions
I literally got it for every writer working for us… and the outputs have seen significant improvement.
Both in the quality of the content in terms of being useful, and it’s also much better converting because it’s written in a different way.
Ryan Olestro
10x'ed organic traffic in 12 months
We were hired by a client in a highly competitive industry (insurance) to develop a content strategy that would increase organic search traffic.
Using Robbie Richard's SEO Playbook, we 10x'ed organic traffic to the site in our first year.
Frances Gardner
An Amazing group of people
For website owners like myself, articles that don’t convert cost money every day. In a short space of time this course has already paid for itself.
Many times over in fact with the higher conversions coming from recently rewritten articles.
Jim Dillon
Higher conversions
For website owners like myself, articles that don’t convert cost money every day. In a short space of time this course has already paid for itself.
Many times over in fact with the higher conversions coming from recently rewritten articles.
Jacob Bozart
Ranking for competitive keywords
Robbie’s Content Audit process in particular has helped move our blogs into the top 5 spots on Google on some of the most competitive and targeted keywords for our business.
Gareth Daine
The most actionable SEO course
This year, I've taken about 5 or 6 different courses, including TASS, GotchSEO Academy, The Lab, CRO Academy Pro, and Robbie's course.
All amazing courses, and Robbie's course is certainly one of the most in-depth (and actionable) training programs I’ve gone throug
Kyle Arnold
No plans on leaving
I like IMG because of the no BS approach. There is SO much content to get through and being able to be around other high level SEO's who are actively testing, learning, and sharing new ideas is awesome.
This community has definitely made me a better SEO, to always keep me curious and wanting to learn. Definitely happy to be part of it and have no plans on leaving.
Pui Teng
One of the best decisions
Joining IMG is one of the best decisions for my business. I've already implemented some of the strategies for our sites and started to see some great results. IMG is truly a game-changer and I would definitely recommend it!
Here's Everything You Get With IMG
It's Simply put the best value in SEO. You not only get access to the course you want, but also 50 more.
You'll also join the SEO community & get access to the jealously guarded SEO tests vault. Join IMG now!
Unlimited Courses
With 50+ SEO courses & counting, it's like Netflix for SEOs
SEO Community
Access to a helpful, tight knit community of SEOs ready to help each other
SEO Tests vault
Access to the 160+ exclusive SEO tests vault + new quarterly tests
Access this course & 50+ SEO courses for $97/month
Start This Course
You can get instant access to this course by streaming it on IMG (It's like Netflix™ for SEOs). Here's what you get:
IMG MEMBERSHIP
$
97/month
Stream it to your heart's content
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