In the world of SEO, continuous improvement is key. But how do you know which changes are actually driving results? Enter SEO split testing. SEO split tests allow you to experiment with specific strategies and see what truly impacts your site’s rankings. While testing can yield valuable insights, it’s important to know when and what to test to ensure your efforts are both meaningful and efficient.
What is SEO Split Testing?
SEO split testing involves making changes to different sections or pages of your website and then measuring how those changes impact search engine rankings, traffic, or other key performance metrics. This approach allows you to experiment with different strategies without making sweeping changes across your entire site.
There are two primary types of SEO split tests:
A/B Testing: This involves comparing two versions of a page (Version A and Version B) to see which performs better.
Multivariate Testing: Here, multiple variations of a page are tested simultaneously to assess which combination of elements leads to the best results.
When Should You Engage in SEO Split Testing?
Not every change on your site requires a split test. SEO split testing is most valuable when:
You’re Making Significant Changes to Key Pages: If you’re planning to overhaul important pages—like your homepage or key landing pages—it’s wise to test changes incrementally. Split testing allows you to see whether specific updates, such as a new headline, revised meta descriptions, or layout changes, have a positive or negative impact on performance.
You’re Testing Hypotheses Around SEO Factors: Do you think adding more keywords to your product pages will help with ranking? Or perhaps you believe changing your site structure could improve user experience and lead to better rankings. Split testing helps validate these hypotheses by providing real data on what works and what doesn’t.
Your Traffic Has Plateaued or Dropped: If your organic traffic is stagnating or has suddenly dropped, split testing can help identify potential fixes. By isolating changes, you can better pinpoint what’s affecting your performance and find opportunities to regain lost traffic.
You Want to Optimize Conversions Alongside Rankings: SEO is not just about getting people to your website—it’s also about ensuring they take the right actions once they arrive. Split testing can help you identify which on-page elements (calls to action, images, internal linking) lead to higher conversions, ensuring both better rankings and improved ROI.
What to Test?
When it comes to SEO split testing, focus on elements that directly impact SEO and user experience, such as:
Title tags and meta descriptions: Experiment with different versions to see which improves click-through rates.
Internal linking strategies: Test how varying the placement and frequency of internal links affect rankings.
Content length and structure: Try different variations of content, including longer, detailed versions versus more concise formats.
Schema Markup: Test the use of structured data and how it affects search appearance.
Conclusion:
SEO split testing is a powerful tool that allows you to make data-driven decisions about your SEO strategy. Engaging in split tests when you’re making significant changes, addressing performance issues, or seeking to optimize conversions ensures that every move you make is rooted in evidence. But remember, not everything needs to be tested. Focus on changes that will make the biggest impact, and you’ll be on your way to improved rankings and user experience.
