How To Run an SEO Split-Test (the Easy Way)

How to Run an SEO Split-Test (the Easy Way)

Google makes hundreds of changes to its algorithm every year.

As SEOs, you have two choices when it comes to dealing with them: make reactive changes to your website if it has been negatively impacted, or get proactive with split-testing to make sure it’s doing its job in the first place.

URL-based or SEO split-testing means dividing pages of similar intent on your website into two groups, making a change to one of them, and monitoring the impact it has on a key SEO metric, such as organic traffic, click-through rate (CTR), or keyword ranking positions.

The result: small, but important tweaks to your website that improve it for users and help ensure that future algorithm updates are good news for your organic traffic, not bad. 

Let’s take a look at how you can run SEO split-tests without complex code, a data scientist team, or developer help. Here’s what you can expect from this guide:

  1. Check Your Site Structure Includes Templatized Pages
  2. Set a Hypothesis
  3. Split Your Pages into Control and Variant Test Groups
  4. Make the Change to the Variant Pages
  5. Report on Your Test Results

1. Check Your Site Structure Includes Templatized Pages

The first step of conducting an SEO split-test is to check your site is large enough to ensure statistically significant results.

A test with too few pages or not enough monthly organic traffic will be unreliable. It will be nigh on impossible to tell whether the change you made actually had an…

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