So with that out of the way, let's look at some of the things that you can split test in your SEO efforts! Keywords! If you make too many changes at once it will be difficult to determine which change is responsible for the great improvements in organic traffic you may be noticing! Similarly, if you are constantly making changes to both groups that you are testing against, it will be difficult to use either group as a “control” where the performance of your SEO changes can be measured against. This will make it much easier to monitor performance of a single SEO metric such as the performance of a keyword or Click Through Rate. It is important to take note that it is wise to make a single change to one group at a time. You would then create subtle SEO changes on each group and monitor the performance of these pages over time to see which changes help rank your website better in SERPs. Well as hinted at above, you would need to start by grouping separate pages on your website so that you have comparable pages in order to test against each other. The reason for this is that even though two companies that operate in the same industry may seem similar enough, there are many differences when you consider their target audiences, setup of their marketing efforts, branding, and many more variables. We have preached many times before that digital marketing is not an exact science, and that what might work for one company may not work exactly the same for your own. This is incredibly helpful in creating a robust and well-optimized website for search engines to rank accordingly.
The key here is to perform tests on similar pages on your website, specifically pages with similar content, and create slight SEO differences between the pages to see which performs better. Search Engine Optimization split testing follows the same principle as AB testing that you may have read about in one of our other blogs - How To Conduct A/B Testing.
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