Thoughts from the SearchPilot team

Getting started

A lot of our writing is based on lessons learned running SEO tests. If you're new here, you might want to read more about how SEO A/B testing works before you get started.

We also publish a lot of SEO A/B testing case studies that you can opt to receive by email every other week if you wish.

A Year of SEO Testing with SearchPilot

In this detailed post, you get an annotated walk through (and access to the full video of) Dominic Woodman’s SearchLove talk that explains all the many things he learned running SearchPilot tests over the course of a year despite coming into that year as an experienced SEO professional.

Tim Allen

40 min read

Removing SEO Text: SEO Split Testing Lessons from SearchPilot

So many websites have low quality copy on pages such as category pages that is entirely there for SEO purposes. We wanted to test to see what would happen if we removed this text.

Emily Potter

3 min read

Adding FAQ Schema: SEO Split Testing Lessons from SearchPilot

When FAQ schema was released, it was highly controversial with a lot of speculation among SEO professionals about whether it was going to be a net benefit to websites or whether it would end up cannibalising clicks that they felt they should have received because searchers got the answers directly in the search results. In this post, we explore data-driven answers to these questions based on our own testing.

Emily Potter

5 min read

We've Doubled the Sensitivity of our SEO Split-Testing Platform

One of the important features of SearchPilot is taking care of the statistics and measurement automatically and we put a lot of investment into ensuring our mathematical approach is as sensitive as possible to detect the smallest possible uplifts with confidence. This post drills into an enhancement we rolled out that doubled the sensitivity, enabling us to detect uplifts half the size we could before with statistical confidence.

Craig Bradford

4 min read

10 Quick Wins We Can Make Using SearchPilot as a Meta CMS

One of the features of SearchPilot that is most valuable to our largest customers is what we call its meta-CMS capabilities which enable us to make changes to any of the HTML or HTTP headers on any page on their website. This post explores ten common enhancements that we can roll out quickly using our platform. Does your enterprise site need any of these improvements?

Emily Potter

12 min read

3 SEO Split Tests You Should Try

Three interesting SEO split tests 1. Do H1 changes still work? 2. Will altering internal links give you a big payoff? 3. How good is Google at crawling and indexing JavaScript? Check out the results from real-world experiments.

Zee Hoffmann Jones

6 min read

Announcing Full-Funnel Testing - testing SEO and CRO at the same time

There has long been a tension between SEO and CRO based on trying to figure out whether what is best for users is also best for search engines. With the launch of what we call full funnel testing, we are now able to test the combined effect of a change on both conversion rate and organic search traffic as well as break the effect down into its effect on each.

Craig Bradford

3 min read

Marginal losses: the hidden reason your SEO performance is lagging

Without a structured testing program, our experience shows that it’s very likely that most SEO efforts are at best taking two steps forward and one step back by routinely deploying changes that make things worse. Unfortunately, this applies even to some of the most common recommendations SEO professionals have been making for years. Is this the reason your SEO performance is lagging?

Will Critchlow

5 min read

Why do we measure SEO test impacts with traffic rather than rankings?

We primarily use traffic as the measure of the impact of SEO changes in order to capture changes to clickthrough rate, capture effects across the full long tail of search queries, and use the most complete data we can get access to. So organic search traffic is the best proxy for business results - and because sensible tests get more of the same traffic (by ranking better within the same keyword space), we typically see conversions increase with the increase in the organic traffic we are targeting. Essentially Google is doing its job by sending more relevant traffic.

Will Critchlow

2 min read

Getting an HTTPS migration done in an enterprise environment

In enterprise environments, there are some changes that everyone knows need to get done, but that are nonetheless difficult to achieve because they cut across divisions and teams. Moving from HTTP to HTTPS was such a change for many sites, requiring not only changes to infrastructure but also to image hosting, embedded JavaScript and more. This post tells the story of getting a migration done using the Meta-CMS capabilities of SearchPilot.

Will Critchlow

9 min read
SearchPilot is now carbon neutral and on a path to net zero: read more

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