In the evolving world of digital marketing, A/B testing is a powerful strategy that can significantly enhance your website's visibility and performance.
However, understanding how to effectively implement these tests while avoiding common pitfalls that can negatively impact SEO is crucial for success.
This guide will provide you with a comprehensive overview of how to leverage A/B testing for SEO without compromising your search engine rankings.
Table of Contents:
Standard A/B testing involves creating and deploying multiple versions of the same landing page at the same time.
Different users are sent to different versions of the same page so the SEO or digital marketing team can measure key metrics such as conversion rates. If one version has a significantly better conversion rate, then a test winner can be declared.
The version of the page the user lands on is really up to chance, whether they use Google search or follow a URL directly.
Googlebot can also be sent to an alternate version of the same page. It’s the content or presentation of the page that changes, not the URL.
This type of testing is not to be confused with SEO split testing, which involves grouping statistically similar pages and running a test on those groups (as opposed to on an individual page). These are unique pages with unique URLs.
Here’s a graphic to illustrate the difference between A/B testing and SEO split testing:
Follow along with our blog on how to run a successful SEO test if this type of testing is your goal. If you're interested in A/B testing specifically, stick around!
A/B testing, when done correctly, doesn’t have to hurt your SEO. However, if not implemented carefully, it could lead to issues like cloaking, duplicate content, or even unintended signals to search engines.
Ultimately, search engines rely on consistency and transparency when crawling and indexing content. Significant differences between A/B test variations, if improperly handled, can raise red flags. Here’s why:
Cloaking: Cloaking occurs when the content served to search engines differs from what users see. Search engines may interpret this as an attempt to manipulate rankings, which can result in penalties.
Duplicate Content: If multiple variations of a page exist without proper canonicalization, search engines might struggle to determine the preferred version. This confusion could dilute your rankings by splitting link equity or causing duplicate content issues.
Prolonged Tests: Running A/B tests for too long without definitive results may signal inconsistency to search engines, affecting their understanding of your site’s intent.
Fortunately, there are ways to avoid these issues.
To ensure your A/B tests enhance your site’s performance without compromising your search rankings, it's important to be mindful of a few guidelines and considerations, per Google:
Let's dive into these in more detail.
We know that with user A/B testing, users are split and provided different versions of the same page.
Cookies ensure that those users land on the same version of the page on any subsequent visits.
As search bots access this page, they too are split — but cannot be cookied. As a result, they get multiple versions of the same page on subsequent visits. This creates the appearance of cloaking, where they detect the non-visible version hidden by the user testing mechanism.
Some testing vendors may tell you that this is not a problem due to the short duration of the test, but it is risky.
Google has its own testing tool called Google Optimize. They say on their resource hub that …
Google encourages constructive testing and does not view the ethical use of testing tools such as Optimize to constitute cloaking.”
In the unfortunate event that a search bot finds two versions of the same page, use the rel="canonical" tag to indicate the preferred version of a page.
This prevents search engines from indexing multiple variations and consolidates ranking signals to a single URL.
Recommended Reading: 301 Redirects vs. Rel=Canonical Tags
Since no test should last forever — as we’ll see below — it’s important to show Google that any redirect isn’t permanent.
This is where the 302 redirect comes in.
Indicating that the redirect is temporary works to prevent any loss in page rank for the original page.
Don’t let any test overstay it's welcome.
If search engines see the test content and the original content, it can cause confusion — resulting in lower rank. The longer a test runs, the bigger the issue this can become.
That's why Google recommends wrapping up tests as soon as statistically significant results are achieved, typically within a few weeks.
Some tests result in cloning content and changing it slightly for the test.
It’s usually hidden from the user, but search engines can see it in the code and may flag it as duplicate content.
Now that you know how to run an A/B test without hurting your site's SEO, here are a few examples of tests to consider running:
Recommended Reading: 9 SEO Testing Ideas to Increase KPIs
SEO A/B testing is an invaluable method to refine your strategy while maintaining alignment with search engine guidelines.
By focusing on specific elements like titles, meta descriptions, content, and technical optimizations, you can discover what resonates best with your audience and search engines alike.
Just ensure to follow the best practices listed above to avoid unintended SEO pitfalls.
<<Editor's note: this post was originally published in October 2018 and has since been updated.>>