Using special characters or emojis in page titles and meta descriptions always generates a lot of discussion within the SEO community. “Is it advisable to use them?”, “Is it good or bad for your SEO performance?“.
For one of the largest ecommerce parties in the Netherlands, OrangeValley wanted to test if adding headings to the product names of the listed products on ecommerce category pages would have a significant impact on organic traffic.
The means and inclination to test SEO changes is growing within the industry (finally), but a willingness to test does not always mean it will be successful and worth doing. Not everything is worth testing, and not everything is easily testable. So what follows are some of my lessons/examples from testing SEO changes (split testing or otherwise).