Sunday, August 14th, 2022

What is SEO A/B testing? All You Need To Know

Knowing it is a highly complex process when you decide to run SEO A/B experiments. Test Design, control of external factors, and the tools used for testing have always been major confusing issues people deal with. Here in this guide, we have tried to cover almost all you will need to know to get the hang of things.

How can you design split-tests for SEO, and what exactly is SEO A/B testing?

The impacts changes have on your website’s traffic and what is causing those changes is very challenging to measure; the process is called SEO A/B testing.

SEO split-testing that is controlled comprises a split group of similar pages (statistically) in control. From here, changes are made to the variant pages from variant groups.

You go on and compare these two groups’ performance and a comparison against the forecasted level of traffic that was expected. If it had no change made to it, that is.

What types of websites can run SEO experiments?

Okay, so some websites or parts of websites are sometimes not suitable for SEO split tests. There have to be two requirements that must be fulfilled, first you need a number of pages on the same template and a lot of traffic.

If you have more pages and more traffic, the testing will be easier because it will be able to reach significance statistically fast. Also, remember the detectable effect will be smaller too.

How to design an SEO A/B test

The process has been distributed to five parts to design an SEO test. They are listed below. We are going to take a brief overview of all of them.

1. Select pages to test on

Finding group of pages on same template is your first step. For example, if your website in question is 

eCommerce website, just select multiple product pages or category pages. If the website is a travel site, flight pages and destination pages can bunch together in a group.

When working in practical, though, it isn’t possible for us to run this test on 5 or 6 pages. They have to be ore in number. Do keep in mind that the formula will remain the same irrespective of the number of pages, so just focus on the method. We have put it in small figures for better understanding, so the process doesn’t look daunting at first sight.

2. Create a hypothesis for the experiment

There are several variations between the user and SEO testing, but you will make a strong hypothesis in both conditions. This must be formed before the procedure or the analysis. This is mainly theory-based work, and you can take help from google if you run out of ideas.

3. Select the control and variant pages, also known as bucketing

When you have decided your area of work, this is high time you decide which page will be a control page and which one you want as a variant.

Then it would be best if you decided which pages do you want in both these groups. It is an important part where people tend to really make mistakes. While you are at it, consider these two criteria.

These two buckets are expected to have similar traffic levels. If there is no balance, you are unlikely to get good results.

Both these groups should also be the same statistically to each other and the frequency of trending up and down should be the same. If this is not the case remember you won’t be able to unearth any fruitful results.

SearchPilot creates buckets automatically. 

4. Make changes to the variant pages

Once buckets are selected, now we will make changes to the variant pages and only to the variant pages bucket. Once change is made, there are two different templates live that you will have simultaneously with one version of each page.

The higher content or varied content on the template are variant pages.

It is of less importance whether a search engine or a user requests a page; both will see similar things.

5. Measure impacts of your experiment

This explanation is meant to simplify the math(s) of the analyzing process. Though you don’t need to be a mastermind but keep in mind a ton of math is involved in this process. Okay, so though the extensive results can’t be summarised, do note that analyzing SEO experimental results and building a neural network is complicated.

Here, I have listed below how you can do the measurements by following these simple steps.

  • Build a model
  • Create a forecast
  • Monitor the results
  • Reach a statistical significance

You are all set to go in-depth with these simple instructions as we have covered the basics. Proceeding forward, do note that you can get coupons for services related to this at


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