A/B testing is a method of comparing two versions of a webpage or element — such as a headline, call-to-action button, or layout — by showing each version to a portion of visitors and measuring which one performs better against a defined goal, like conversion rate.
In the context of SEO, A/B testing helps validate whether on-page changes intended to improve conversions or engagement actually work in practice, rather than relying purely on assumptions or best-practice guesses.
Running valid A/B tests requires sufficient traffic volume to reach statistically meaningful results, and careful implementation to avoid inadvertently harming SEO through duplicate content or cloaking-like configurations during the test.
We recommend A/B testing where relevant as part of our On-Page SEO service.