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How to Run A/B Tests with Multiple URLs in WordPress Without Hurting SEO
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How to Run A/B Tests with Multiple URLs in WordPress Without Hurting SEO
If you’re running A/B split tests using separate URLs — such as /get-started and /get-started-b — it’s important to understand how this setup impacts SEO and what steps you can take to avoid negative consequences.
At Humblytics, we make it easy to test different versions of a page across platforms like WordPress, but SEO implications must be addressed when using multiple URLs for experimentation.
Why Use Separate URLs for A/B Testing?
Some A/B tests require testing significantly different layouts or entire page templates. In these cases, it’s often easier and more flexible to duplicate a page and host the variant under a unique URL (e.g., /get-started-b).
Our A/B engine then evenly splits live traffic between the two URLs and collects performance data until statistical significance is reached.
The SEO Risk: Duplicate Content & Cannibalization
By default, Google treats each unique URL as a standalone page. If both versions are indexable:
• Duplicate Content: If the pages are too similar, search engines may flag them as duplicates.
• Split Page Authority: Backlinks and engagement signals could be spread across both URLs, diluting performance.
• Unintended Indexing: The B variant might rank independently, interfering with your original SEO strategy.
How to Protect SEO While A/B Testing on Separate URLs
To avoid these risks, here’s how to properly configure your variant pages.
1. Add a Canonical Tag to the B Variant
On /get-started-b, include this in the <head> section:
<link rel="canonical" href="/get-started">
This tells search engines that the original /get-started is the authoritative page and consolidates ranking signals there.
2. Optionally Add a Noindex Meta Tag
If you want to ensure the variant isn’t indexed at all during testing, add this tag to the B variant:
<meta name="robots" content="noindex, nofollow">
You can remove this tag after the test is complete and you’ve either merged the winner or deleted the variant.
3. Avoid Linking Internally to the Variant
Only link to the control version (/get-started) in your:
• Navigation menus
• Internal content
• XML sitemap
This prevents bots from crawling and prioritizing the test variant.
4. Use Robots.txt (Optional)
For even more control, you can block bots from crawling the variant URL by adding a rule to your robots.txt file:
Disallow: /get-started-b
⚠️ Be careful: blocking crawlers from the variant means the canonical tag won’t be seen either. If you’re using canonicalization, this step is usually unnecessary.
Best Practices After the Test
Once you’ve determined a winning version:
• Redirect the losing variant to the winner using a 301 redirect
• Update your canonical tags
• Remove the noindex or robots blocking rules (if applicable)
Summary
Step Action
✅ Canonical Tag Add <link rel="canonical"> on the B variant
✅ Meta Robots Optionally noindex the variant during the test
✅ Internal Links Link only to the original version
✅ Robots.txt Optional: block crawlers if no canonical used
✅ Cleanup Use 301 redirects after the test concludes
Final Thoughts
Running A/B tests on different URLs is a valid and powerful technique — especially on WordPress — as long as you apply proper SEO safeguards.
Need help implementing this? Reach out to our support team, and we’ll walk you through it.
