The Affect of Eradicating search engine optimization Copy on Ecommerce Class Pages

 Earlier than you begin: in the event you’re unfamiliar with the rules of statistical search engine optimization split-testing and the way SplitSignal works, we’re suggesting you begin here or request a demo of SplitSignal. 

First, we asked our Twitter followers to vote:

This time the vast majority of our followers had been WRONG! Learn additional to seek out out why.

The Case Examine

The worth of search engine optimization content material on ecommerce class pages, whether or not on the high or backside, has been the topic of a lot debate. These items of content material are sometimes created primarily for search engine optimization functions, to extend visibility for related key phrases, slightly than to boost the person expertise. Google’s personal John Mueller has commented that these texts are generally seen as makes an attempt at key phrase stuffing, which might negatively influence the web page’s general view. Whereas some content material will be useful, he warned towards overdoing it with massive article-style content material beneath product listings, as it will possibly make it tougher for Google to know the web page’s intent. Google additionally said that there is probably not a major distinction when it comes to search engine optimization between inserting the content material on the high or backside of the web page however {that a} well-crafted piece of content material may also help customers higher perceive the class and its choices.

Naturally, these discussions and remarks from Google have piqued our curiosity. Creating search engine optimization content material for a whole bunch of 1000’s of class pages could be a important funding when it comes to time and sources. Due to this fact, it’s essential to know the true worth of the sort of content material. These insights have prompted us to conduct a sequence of cut up exams to look at the influence of various approaches to search engine optimization content material on ecommerce class pages. 

We just lately carried out a cut up check for one among our main ecommerce shoppers, the place we eliminated the search engine optimization content material from the highest of their class pages to judge its influence on natural efficiency and search engine visibility.

The Speculation

The web site in query needed to check if eradicating their search engine optimization textual content, about 100 to 200 phrases on the high of their class itemizing pages, would have a major influence on natural site visitors. 

Internally, our shopper had in depth discussions concerning the worth of the search engine optimization content material and hypothesized that eradicating it could enhance their search engine optimization efficiency. They believed that this alteration would permit their class pages to higher give attention to offering customers with the product listings they got here to the web page for, placing extra emphasis on search intent. Moreover, they anticipated that Google’s algorithms can be higher in a position to perceive the intent of the web page and, in return, may presumably enhance its visibility in search outcomes.

The Check

Our shopper sought to evaluate the influence of eradicating search engine optimization content material from the highest of their class pages, they usually used the SplitSignal software to conduct the check. They chose a pattern of class itemizing pages as both management or variant.

The cut up check ran for 30 days, throughout which Googlebot crawled and listed round 97% of the pages. 

The Outcomes

After 30 days of testing, we discovered that eradicating search engine optimization content material from the highest of class pages didn’t have a major impact on natural site visitors on the 95% confidence interval. The cumulative view of the check confirmed that the blue shaded space didn’t carry out beneath or above the x=0 axis, indicating that the check was not statistically important on the 95% degree. Because of this, we can not confidently attribute any improve or lower in site visitors solely to the change in search engine optimization content material.

Based mostly on these findings, we conclude that eradicating search engine optimization content material from the highest of class itemizing pages doesn’t have a major influence on search engine optimization efficiency.

Be aware that we aren’t evaluating the precise management group pages to our examined pages. However slightly a forecast based mostly on historic knowledge. The mannequin predicts the counterfactual response that might have occurred had no intervention taken place. We evaluate this with the precise knowledge. We use management pages to provide the mannequin context for developments and exterior influences. If one thing else modifications throughout our check (e.g., seasonality), the mannequin will detect and think about it. By filtering these exterior components, we achieve perception into the true influence of an search engine optimization change.

Why

Based mostly on the outcomes of the cut up check, we are able to conclude that the small piece of search engine optimization textual content faraway from the highest of the ecommerce class pages didn’t have a major influence on natural site visitors for our shopper. The speculation that eradicating the search engine optimization content material may enhance search engine optimization efficiency and assist Google higher perceive the intent of the web page didn’t maintain up below testing.

Moreover, the textual content itself appeared to haven’t any search engine optimization worth, as its removing had no discernible impact on search engine optimization. This means that the content material was not contributing meaningfully to the web page’s general search engine optimization efficiency.

Moreover, we carried out an evaluation on natural impressions utilizing the SEO A/B test analyzer to judge if there was any influence on visibility in Google search outcomes. The outcomes of this evaluation confirmed that the removing of the search engine optimization content material didn’t considerably influence natural impressions in comparison with our modeled management group.

By analyzing each natural clicks and impressions, we are able to confidently conclude that eradicating the search engine optimization content material from the highest of ecommerce class pages didn’t have a major influence on search engine optimization efficiency or visibility in Google search outcomes.

In abstract, our findings counsel that this explicit ecommerce enterprise might not want to speculate important sources in creating and optimizing search engine optimization content material for his or her class pages, particularly if the content material offers restricted worth to customers. As a substitute, the enterprise can give attention to creating high-quality product listings and making certain that their class pages are well-organized and simple to navigate.

We’re excited to proceed difficult Google’s statements concerning the worth of search engine optimization content material on ecommerce class pages via our ongoing cut up testing efforts. We have now been conducting exams on eradicating bigger items of content material positioned beneath the product listings. These outcomes shall be shared in future case research, offering additional perception into the true influence of search engine optimization content material on ecommerce class pages.

There’s no one-size-fits-all answer in search engine optimization. What works for one web site might not work for an additional. So, if you wish to succeed, check what works for you!