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:
- Check Your Site Structure Includes Templatized Pages
- Set a Hypothesis
- Split Your Pages into Control and Variant Test Groups
- Make the Change to the Variant Pages
- 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…