SEO Split Testing

The impact of testing SEO strategies on site performance.

 

If we asked someone with no knowledge of SEO (Search Engine Optimisation) to guess which of two sites ranks better, they would probably do worse than flipping a coin. Even professionals can get puzzling results from SEO split testing. This article shares surprising findings from these experiments and what we can learn from them.

What is SEO Split Testing?

SEO professionals have been heavily investing in SEO split testing. This involves applying common SEO advice to specific web pages, then splitting them into two groups: one with changes and one left unchanged. This method helps in understanding the actual impact of SEO strategies.
Common SEO Recommendations Tested
  • Changing Title Tags: Adjusting the titles of web pages to include specific keywords.
  • Adding Structured Data: Including extra code on the website to help search engines understand the content better.
  • Using JavaScript to Show Content: Displaying parts of the web page using JavaScript.
  • Removing “SEO Text”: Deleting text added specifically for search engines, rather than for users.

Surprisingly, many “optimised” pages lost ranking after these changes.

 

So, is SEO Harmful to Rankings then?

No, SEO can improve traffic, but it must be done carefully. For example, changing a page’s title tag to include a keyword can sometimes lower its ranking if the title becomes too artificial or doesn’t match what users expect. If visitors quickly leave the page, the ranking drops.

Additional SEO Split Testing Insights

Other SEO split testing cases studied included structured data, internal linking, and meta descriptions. Small tweaks can have significant benefits, but testing is essential to avoid negative impacts.
Key Assumptions Tested
  • Click-Through Rate (CTR): The percentage of people who click on your site after seeing it in search results. Higher CTR leads to more clicks and better rankings.
  • Engagement Rates: How much time visitors spend on your site and how often they leave quickly (bounce rate). Longer time on site and lower bounce rates improve rankings.
  • Featured Snippets: Special boxes at the top of Google search results that answer questions. High CTR and engagement are key to being selected for snippets.
  • Social Shares: How often your content is shared on social media platforms like Facebook and Twitter. High social media engagement can boost CTR and rankings.
  • Conversion Rates: The percentage of visitors who take a desired action, like making a purchase. Higher CTRs often lead to higher conversion rates.
Recap
  • CTR impacts ranking: Higher CTR = Better ranking = More clicks.
  • Engagement rates impact ranking: Higher engagement = Better ranking.
  • User engagement is crucial for ranking success.
Key Takeaway

Data-driven decisions are better than opinions in SEO. Testing and user engagement are essential for improving rankings.

  

Want to see how your site could improve?

Contact us for a complimentary SEO audit and consultation so we can surprise you with our insights and recommendations.

 

Post categories Advanced SEO Services