Let’s take a look at how Zapier relies on SEO. But how does this translate to a B2B context? It’s easy to see how Pinterest, with over 175 million active users, can grow rapidly with a few well-executed SEO optimizations. Zapier: SEO split-testing at a B2B SaaS company Small changes can create large and lasting effects. For example, one SEO test involved putting more text descriptions alongside images, and the positive result led to a series of follow-up experiments that resulted in a nearly 30% increase in traffic in 2014. So Pinterest created an A/B testing framework to turn that magic into a “deterministic science.” This testing unearthed important clues about what users wanted. “You might have a good traffic day or a bad traffic day and not know what really triggered it,” she writes, “which often makes people think of SEO as magic rather than engineering.” According to Julie, SEO is one of Pinterest’s biggest growth drivers, but in the past it had been difficult to manipulate it for predictable growth. The practice was pulled further into the spotlight by Pinterest when growth engineer Julie Ahn shared a famous post on their successful SEO A/B testing framework. The rise of A/B Testing for SEOĬonsumer-focused companies have typically been ahead of the curve when it comes to search engine optimization, including SEO split testing. This chapter aims to change that with tips and tactics you can start using today. It’s still a somewhat advanced practice at a handful of analytically rigorous companies. Many B2B SaaS companies haven’t tried this technique. You can justify larger investments when a website tweak works, and spot disasters before they smash your ranking.

With this method, you have data on your side as you try to drive more traffic to your site. But the goal of SEO split testing is to get more people to click on your link in Google’s search results and visit your site in the first place. Most marketers are familiar with A/B testing different versions of a webpage for conversion rate optimization (CRO) to increase signups once a user is already on the site. One way to bring that quantitative rigor to your organic search efforts is to do SEO A/B testing. But it can also be difficult to attribute traffic results to specific changes you make to your website, especially when you compare SEO to a channel like paid search ads, where measurement is straightforward, it’s easy to test variants, and there’s a clear basis for decisions about further investments. SEO is a powerful acquisition channel, and it’s something every company can optimize regardless of the size of their marketing budget.

Seo ab testing