For websites with hundreds of thousands of pages, every small change has a big impact. That's why we carefully validate adjustments before rolling them out. By analyzing user search behavior, we discovered opportunities to improve the findability of a large stock photo website.

With SplitSignal, we set up an A/B test on 764 category pages. We added relevant search terms to the page titles based on actual search behavior. This strategic approach not only increased relevance but also visibility in search queries.

The test showed that including keywords people use when searching for photos in the page title resulted in an 18% increase in organic traffic. The orange line in the image shows the positive performance of the variant pages compared to the modeled control group (blue line). By filtering out external influences, we could say with 95% certainty that the increase was due to the change. This test confirms that using relevant keywords in titles can have a significant impact on search traffic.