Introduction

In search marketing today, A/B testing offers a data-driven way to refine ads, landing pages, and on‑page SEO elements. Based on insights from Search Engine Land, we highlight proven tactics to increase CTR, conversions, and organic traffic.

What is A/B Testing?

A/B testing is a randomized experiment comparing two versions of a variable (A vs B) to identify which performs better. It traces back to direct mail and is now essential to digital marketing

Why It Matters in Search Marketing

Best Practices

Stories of Success

Conclusion

With systematic A/B testing in search marketing, you can uncover high-performing variants, refine your campaigns, and scale with confidence. Move from assumptions to evidence-based decisions—and drive better ROI.