Brand SERP

Before and after diagram of a page h1 and introductory text rewrite tested for click-through rate and conversion rate.

Does Changing Introductory Text and H1 Improve Click-Through Rate and Conversions?

A case study testing the impact of adding optimised h1 and text content to location pages.

Split test diagram comparing a page using an h1 headline against a page using an h2 headline, with rankings roughly unchanged when the text stayed constant.

Are H1 Tags Necessary for Ranking?

A case study showing the impact of removing h1 tags and replacing them with h2 tags.

Line chart showing a variant h1 with an added qualifier word gaining organic clicks over a flat control h1 across weeks after deployment.

Adding 'Custom' to the H1: SEO Split Testing Lessons

A case study testing the impact of adding more context to the h1 tag of a…

Document outline showing one h1 title with nested h2 and h3 subheadings that map a page to search intent.

How to Use Heading Tags to Get More Search Engine Traffic

A small case study on the impact of adding heading tags to content.

Diagram of etsy multivariate seo testing flow from title, h1 and meta description variants through bucket testing to measuring organic clicks.

Etsy Engineering | Optimizing Meta Descriptions, H1s and Title Tags: Lessons from Multivariate SEO Testing at Etsy

Lessons from Etsy describing lessons learned from testing title tags, h1 tags & meta descriptions.

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