[dillonforrest]

Thanks sgslo!

(1) We use both humans and software to generate experiments. For customers, it's completely automated.

(2) We look at all primary search metrics (clicks, impressions, CTR, and rankings), with clicks being our main metric. Search results get updated at a pace determined by Google's crawl rate, which varies per site depending on multiple factors including domain authority. We use bayesian structural time series and negative binomial regression models to measure impact and statistical significance to power our data-driven SEO recommendations.