.png "Can Including a CTA in Meta Descriptions Impact Organic Traffic?")
Before you start: what do you know about SEO split-testing? If you’re unfamiliar with the principles of statistical SEO split-testing and how SplitSignal works, we’re suggesting you start here or request a demo of SplitSignal.
First, we asked our Twitter followers to vote:
Surprisingly, this time our followers didn’t guess it right. The test result is negative.
Read the full case study to find out why.
The Case Study
Greetings, SEO enthusiasts!
One of the areas we’ve been routinely testing lately is meta descriptions. While once considered highly important, we’ve noticed they have gotten a lot less attention over the years, as search engines removed them as a ranking factor. And, considering a major search engine’s recent moves in rewriting meta descriptions, these tests are becoming more interesting and more compelling at illustrating the value of a well-written, compelling meta description.
Hypothesis
Our hypothesis was pretty straightforward: Could we write a better description than was currently in place to encourage more clicks from users still within the search results?
The Test
We set up our test in SplitSignal.
- Split Pages – Roughly fifty per cent (50%) of the client’s product pages were selected as the test variant, while the remaining pages would serve as the control group.
SplitSignal captured the primary product name from each page and set them as a variable within the new meta description to explore testing new motivational copy as indicated below.
