What Are SEO Splits Test? How Do They Improve Rankings in SERP


A SEO split test is quite a common term in the realm of digital marketing. But if you’re not already familiar with the term, a split test is an A/B test used to compare two or more versions of a web page to see which brings better results. Split testing can be used for a number of different elements on a page, including headlines, calls-to-action, images, or any SEO ranking factors.

Split testing your webpage is an important and a much-needed activity, no matter how big or small it can have a big impact on your SEO rankings, click-through rate (CTR) and conversions. And whether negative or positive, testing it out is always better. Split testing can also be used to improve your search engine ranking positions (SERP).

In this blog post, we will take a look at how split testing can improve your rankings in SERP and share some tips on how to get started.

How Can Split Testing Improve Your SERP?

As we mentioned above, split testing can be used to fine-tune various elements on your web pages in order to improve your CTR and conversions. But there is more to split testing than just improving your CTR and conversions. Split testing can also impact your search engine results page (SERP) rankings.

Here’s how it works: let’s say you have two versions of a landing page—Version A and Version B. You set up a split test so that 50% of visitors are directed to Version A, and 50% are directed to Version B. After running the test for some time, if you find that the version B has a higher CTR, then your next goal is to make a permanent version of it and launch it.

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Now you enjoy the benefits of having a higher CTR, which can, in turn, lead to more organic traffic and improved SERP rankings – basically improved SEO.

Tips for Getting Started with Split Testing

Want to know where to get started with your split testing experiment? Here are some tips for your search engine optimization.

  • Consider one single element for the first-time experiment. You can choose to make two versions of a page’s headline, the call to action, or the hero image even. Just make sure the number of elements is low because even if you see positive results, it will be hard to know which change helped.
  • You can consider one element but different standards of it – like you can test a short headline or a longer one.
  • If you had only traffic, to begin with, the test would probably not offer a viable result. So, the priority here is to ensure you have enough traffic, to begin with.
  • Do not be impatient. You need to run your tests for at least 15 days or more to see changes.
  • Before making any further changes, use your results data, analyze them, and try to use these insights.


A/B split testing is an essential tool for any internet marketing strategy. A business that wants to improve its website performance and its SERP rankings, can invest some effort or money in these tests. You can fine-tune your site by testing different elements on your web pages until it is driving optimal results. Not sure where to start? Check out our tips above. And if you ever get stuck, don’t stop. Instead, find more similar blogs to learn and guide yourself through this.

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