As a digital marketer or website owner, you’re likely familiar with the importance of SEO in driving organic traffic and improving search engine rankings. But have you ever wondered how to optimize your SEO strategies and determine what works best for your website? That’s where SEO A/B split testing comes into play. 

In this article, we’ll dive into the concept of SEO A/B split testing, explaining what it is, the different types of tests you can use, and why it’s crucial for data-driven decision making in your SEO efforts. Get ready to learn how to effectively test and optimize your SEO strategies to achieve better results and boost your website’s performance in search engine results pages (SERPs). Let’s get started!

What is SEO Split Testing?

Search engine optimization (SEO) split testing, also referred to as SEO A/B split testing, is a technique used to compare and analyze different versions of a webpage or website element in terms of their impact on SEO performance. 

Similar to traditional A/B split testing that is used in conversion rate optimization (CRO), SEO split testing involves creating multiple variations of a webpage or website element. These variations include making changes to SEO elements such as:

  • Content
  • Meta tags
  • Headings
  • URLs
  • Other on-page factors

SEO split testing also measures and analyzes the performance of these SEO elements to determine which one yields the best results in terms of search engine rankings, organic traffic, and user engagement metrics.

The concept of SEO split testing is rooted in the idea of continuous improvement and data-driven decision making. Rather than relying on assumptions or gut feelings, SEO split testing allows marketers and website owners to test different SEO strategies and variations objectively to understand what works best for their specific website and target audience. 

By conducting controlled experiments and analyzing the data, SEO split testing helps in identifying the most effective SEO elements and strategies that can drive better SEO performance and improve website visibility in search engine results pages (SERPs).

SEO split testing can be performed using various tools and techniques, including A/B testing platforms, SEO plugins, analytics software, and custom scripts. The key is to create and test meaningful variations that have the potential to impact SEO performance, carefully monitor and measure the results, and derive insights to inform further optimization efforts. 

What’s the Difference Between SEO Testing vs. CRO Testing?

SEO testing and Conversion Rate Optimization (CRO) are two distinct but related techniques used in digital marketing. SEO focuses on optimizing website elements for better search engine rankings and organic traffic. CRO aims to improve the conversion rate of a website. For example: the percentage of visitors who take desired actions such as making a purchase, filling out a form, or subscribing to a newsletter. 

SEO testing primarily involves making changes to SEO elements such as content, meta tags, and URLs. Whereas CRO focuses on improving the user experience, layout, design, and functionality of a website to drive more conversions. Both SEO testing and CRO rely on data-driven decision making and experimentation to optimize website performance, but they have different goals and approaches. SEO testing aims to improve organic visibility and rankings in search engines, while CRO aims to enhance the user experience and increase conversion rates for better business outcomes.

Why Should I Split Test My SEO Strategy?

You may wonder why it’s essential to incorporate SEO A/B split testing into your optimization efforts. Let’s explore three key reasons why split testing your SEO strategy can be incredibly valuable:

1) Prove the Value of SEO to Stakeholders

SEO A/B split testing allows you to gather tangible data and evidence to showcase the value of your SEO efforts to stakeholders (such as clients, executives, or team members). By conducting controlled experiments and measuring the impact of different SEO variations, you can demonstrate the effectiveness of your SEO strategies in improving search engine rankings, driving organic traffic, and achieving business goals. 

Concrete data and results from split testing can provide you with the evidence you need to justify SEO investments and gain support from stakeholders, making it an invaluable tool for showcasing the value of SEO to your organization.

2) Competitive Advantage

In today’s competitive online landscape, staying ahead of the competition is crucial. SEO A/B split testing gives you a competitive advantage by allowing you to continuously optimize your SEO strategies based on real data and insights. By testing and refining different SEO variations, you can identify the most effective SEO tactics and stay ahead of your competitors in terms of search engine rankings, website visibility, and organic traffic. SEO is an ever-evolving field, and split testing can help you stay agile, adapt to changes, and outperform your competition in the search results.

3) SEO is Unpredictable

SEO is a complex and dynamic field, and the best practices that work today may not necessarily work tomorrow. SEO A/B split testing enables you to test and validate different SEO strategies and assumptions, helping you make informed decisions based on actual data rather than relying solely on speculation or assumptions. 

SEO’s performance can be affected by numerous factors, including algorithm updates, changes in user behavior, and evolving industry trends. By conducting split tests, you can gain insights into what’s working and what’s not, and adjust your SEO strategies accordingly, making your SEO efforts more predictable and data-driven.

2 Different Types of SEO Testing

When it comes to SEO testing, there are various approaches you can take to experiment and optimize your SEO strategies. Let’s explore two common types of SEO split tests: time-based testing and A/B split testing:

Time-Based Testing

In time-based testing, you make changes to your SEO strategies and monitor their performance over a period of time to assess their effectiveness. For example, you may update your website’s meta tags, modify your content strategy, or implement a new backlinking approach, and then observe the impact of these changes over weeks or months. 

Time-based testing allows you to assess the long-term effects of your SEO strategies and observe how they perform in different seasons, trends, or market conditions. However, time-based testing can be time-consuming, and it may be challenging to isolate the effects of specific SEO changes from other external factors that may influence SEO performance.

A/B Split Test

A/B split testing, also known as A/B testing or split testing, involves creating two or more versions of a specific SEO element, such as a landing page, URL structure, or meta description, and randomly directing traffic to these different versions. By comparing the performance of these variations, you can determine which one performs better in terms of SEO metrics, such as search engine rankings, click-through rates (CTR), and conversion rates. 

A/B split testing allows you to isolate the effects of specific SEO changes and obtain data-driven insights into what works and what doesn’t. It’s a more controlled and efficient approach to SEO testing, as it allows you to quickly test and optimize different SEO variations based on real data.

Both time-based testing and A/B split testing are valuable approaches to SEO testing, each with its advantages and limitations. Time-based testing provides a long-term perspective on SEO performance, while A/B split testing offers a controlled and data-driven approach to testing and optimizing specific SEO elements. 

Depending on your goals, resources, and timeframe, you can choose the type of SEO testing that best suits your needs and enables you to make informed decisions to optimize your SEO strategies effectively.

How Does SEO Split Testing Work?

SEO split testing involves a systematic process of testing and comparing different variations of SEO elements to optimize SEO performance. Here’s how it typically works:

1) Choose Elements to Test

The first step in SEO split testing is to identify the elements you want to test. These could include meta tags, URLs, header tags, content layout, call-to-action (CTA) buttons, or any other SEO element that can impact search engine rankings, user engagement, and conversion rates. It’s essential to have a clear hypothesis or objective for each test, such as improving click-through rates, increasing time on page, or boosting conversion rates.

2) Divide Pages and Run the SEO Test

Once you’ve identified the elements to test, you need to create different variations of these elements. For example, you may create multiple versions of a landing page with different meta tags, or you may create different content layouts for a specific page. These variations are then randomly assigned to different segments of your website traffic, typically in a 50/50 split or based on other predefined proportions. This allows you to compare the performance of these variations in a controlled environment.

3) Measure Results

After running the SEO test for a sufficient period of time, you need to measure and analyze the results. This involves collecting data on various SEO metrics, such as search engine rankings, click-through rates, bounce rates, conversion rates, and other relevant metrics depending on your test objectives. 

You can use analytics tools, SEO software, or custom tracking mechanisms to gather and analyze the data. Based on the results, you can identify the winning variation, which is the one that performed better in terms of your test objectives, and implement it as the optimized version.

It’s important to note that SEO split testing is an ongoing process, and multiple rounds of testing may be required to continuously optimize your SEO strategies. It’s also essential to follow best practices for testing, such as using statistically significant sample sizes, avoiding biases, and conducting tests for an adequate duration to ensure reliable and meaningful results.

SEO split testing involves a systematic process of testing and optimizing different variations of SEO elements to improve SEO performance. By following a structured approach and measuring results based on data, you can make informed decisions to optimize your SEO strategies and achieve better search engine rankings, user engagement, and conversion rates.

Improving Your SEO Strategy with Boostability!

SEO split testing is an ongoing process that requires patience, thorough analysis, and continuous experimentation to keep improving SEO strategies and achieving long-term SEO success. Need help keeping your customer’s SEO on track? Learn more about our white label SEO services today to start improving your SEO with SEO split testing!


Ansley is the former Content Marketing Manager at Boostability. Since graduating from Utah State University with two degrees in Communication Studies and Journalism: Public Relations, Ansley specializes in creating engaging and informative SEO content for readers, customers, and partners through different marketing channels. Along with creating new content, Ansley works to keep content organized and creates and executes new content strategies. When she’s not writing, she loves to travel, visit National Parks, and loves all things Disney.