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SEO Test Results and Case Studies

How we run SEO tests

All the case studies below are based on controlled experiments run with the SearchPilot platform. If you're interested to know more before diving into the individual case studies, you can read more about how SEO A/B testing works, sign up to get these case studies by email every other week or get a demo of the SearchPilot platform.

SEO Split-Testing Lessons from SearchPilot: Adding a 2-Step Email Signup Component

Earlier this week we asked our Twitter followers what they think happened to organic traffic when we added a 2-step email signup component to pages. Almost 64% of those who answered thought this change would have no detectable impact on organic traffic while almost 32% thought this would result in a negative impact to SEO. Well, majority of the guesses were incorrect. In fact, this particular test resulted in a negative impact to SEO (and conversion rates).

Lauren Macalalad

4 min read

SEO Split Testing Lessons from SearchPilot: Adding the Current Month and Year to Title Tags

For this edition of #SPQuiz, we asked our Twitter followers what they thought the impact would be on organic traffic of adding the current month and year to title tags on a listings website. Opinion was split between positive and no detectable impact, with a majority thinking it would be a beneficial change. In this case, the majority of voters showed how smart they are by picking the correct answer!

Sam Nemzer

3 min read

SEO Split-Testing Lessons from SearchPilot: Forcing Google to Respect Meta Descriptions

This week on Twitter, we asked our followers what they thought would happen to organic traffic when we forced Google to respect meta descriptions, instead of pulling content from elsewhere on the page into search results. This is what they thought: This was by far our closest #SPQuiz result so far, with a tie for Positive and Inconclusive, each on 35.7%, and Negative not too far behind in third place.

Sam Nemzer

4 min read

SEO Split-Testing Lessons from SearchPilot: Changing microdata to JSON+LD

This week, we asked our Twitter followers what they thought happened to the organic traffic of pages when we replaced microdata markup with the equivalent JSON-LD structured data. This was what they thought: It turns out those 61% of people were correct! This change had no measurable impact on organic traffic, despite JSON-LD being Google’s preferred way of adding structured data to a page. The Case Study We have run hundreds of tests implementing different schema to win various rich snippets over the years.

Emily Potter

3 min read

SEO Split-Testing Lessons from SearchPilot: Adding Prices to Titles

This week, we asked our Twitter followers what they think happened to organic traffic when we added the price of a product to the title tag on an ecommerce client’s site. This is what our followers thought: Nearly 70% thought this had a positive impact. In this case, the majority was incorrect. This had a negative impact on organic traffic. Surprised? Read on for the full case study.

Siena Sara

3 min read

SEO Split-Testing Lessons from SearchPilot: Restructuring HTML

For this week’s #SPQuiz, we asked our Twitter followers what they thought would the result of restructuring the HTML, to bring the most important content above the sidebar. This was with the intention of improving the user experience, and therefore improve performance in terms of organic traffic. This is what people thought: The response was very one-sided: 61% of people thought it would have a positive result, with only 3% thinking this would have a negative impact.

Lauren Macalalad

3 min read

SEO Split-Testing Lessons from SearchPilot: Emoji in Meta Descriptions

For this edition of the #SPQuiz, we asked our Twitter followers what they expected to have happened when we replaced numbers with emoji in meta descriptions. The response was mixed: No answer gained an overall majority of votes, but the largest group thought that this change wouldn’t have a significant impact on organic traffic. Only one in four of our Twitter followers thought that this change would be negative.

Sam Nemzer

4 min read

SEO Split-Testing Lessons from SearchPilot: Adding Confidence Messaging

E-A-T has been a big topic in SEO for the last few years. In this test, we wanted to test exactly how big an SEO (and conversion rate) impact adding some confidence messaging to a travel website would have.

Emily Potter

4 min read

SEO Split-Testing Lessons from SearchPilot: Reconfiguring Page Layout

This week, we asked our Twitter followers what they think happened to organic traffic when we moved a travel client’s flight search widget from the bottom of the hero image to the top. This is what our followers thought: 55% believed that there was no detectable impact, followed by 35% who thought this change had a positive impact… In this test though - moving the search widget from the bottom to the top of the hero image had a negative impact on organic rankings.

Emily Potter

3 min read

SEO Split-Testing Lessons from SearchPilot: Increasing Internal Linking

This week, we asked our Twitter followers what they thought happened to the organic traffic of higher level category pages when we ran an internal linking test on a grocery website where we added links to some lower level category pages. We shared that the lower level category pages saw an uplift in organic traffic. This was what our followers thought: Most believed there was no detectable impact on the higher level category pages….

Emily Potter

4 min read
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