テストするコンテンツのタイプによっては、テスト中にコンテンツのパターンの一部に対して Google によるクロールまたはインデックス登録が行われなくても、それほど問題は生じません。ボタンや画像のサイズ、色、配置、または「行動を促すフレーズ」（「カートに追加」や「今すぐ購入」など）に関する些細な変更は、ページに対するユーザーの操作に驚くほど大きな影響を及ぼすことがあります。しかし、多くの場合、ページの検索結果のスニペットやランキングには、ほとんどまたはまったく影響しません。
[[["わかりやすい","easyToUnderstand","thumb-up"],["問題の解決に役立った","solvedMyProblem","thumb-up"],["その他","otherUp","thumb-up"]],[["必要な情報がない","missingTheInformationINeed","thumb-down"],["複雑すぎる / 手順が多すぎる","tooComplicatedTooManySteps","thumb-down"],["最新ではない","outOfDate","thumb-down"],["翻訳に関する問題","translationIssue","thumb-down"],["サンプル / コードに問題がある","samplesCodeIssue","thumb-down"],["その他","otherDown","thumb-down"]],["最終更新日 2025-08-04 UTC。"],[[["\u003cp\u003eWebsite testing involves comparing different versions of a website or page to see how users react.\u003c/p\u003e\n"],["\u003cp\u003eTo minimize search impact during testing, use \u003ccode\u003erel="canonical"\u003c/code\u003e for alternate URLs, 302 redirects for temporary variations, and avoid cloaking.\u003c/p\u003e\n"],["\u003cp\u003eConclude tests promptly after gathering sufficient data and update your site with the winning variation to prevent potential search engine penalties.\u003c/p\u003e\n"],["\u003cp\u003eWhile testing can impact Google Search results, following best practices ensures minimal disruption and accurate indexing.\u003c/p\u003e\n"]]],["To minimize the impact of A/B testing on Google Search, avoid cloaking and use `rel=\"canonical\"` links on alternate URLs to indicate the original as preferred. Employ `302` redirects for temporary URL variations instead of `301`. Run tests only as long as necessary and promptly remove testing elements afterward. Small content variations generally don't significantly affect search performance. If tests run excessively, Google may consider it deceptive.\n"],null,["# A/B Testing Best Practices for Search | Google Search Central\n\nMinimize A/B testing impact in Google Search\n============================================\n\n\nThis page covers how to ensure that testing variations in page content or page URLs has\nminimal impact on your Google Search performance. It does not give instructions on how to\nbuild or design tests, but you can find more resources about testing at the end of this page.\n\nOverview of testing\n-------------------\n\n\nWebsite testing is when you try out different versions of your website (or a part of your\nwebsite) and collect data about how users react to each version.\n\n- **A/B testing** is where you test two (or more) variations of a change. For example, you may test different fonts on a button to see if you can increase button clicks.\n- **Multivariate testing** is where you test more than one type of change at a time, looking for the impact of each change as well as potential synergies between the changes. For example, you might try several fonts for a button, but also try changing (and not changing) the font of the rest of the page at the same time. Is a new font easier to read and so should be used everywhere? Or is the benefit that the button font looks different to the rest of the page, helping it draw attention?\n\n\nYou can use software to compare behavior with different variations of your pages\n(parts of a page, entire pages, or entire multi-page flows), and track which version is most\neffective with your users.\n\n\nYou can run tests by creating multiple versions of a page, each with its own URL.\nWhen users try to access the original URL, you redirect some of them to\neach of the variation URLs and then compare users' behavior to see which page is most\neffective.\n\n\nYou can also run tests without changing the URL by inserting variations dynamically on the\npage. You can use JavaScript to decide which variation to display.\n\n\nDepending on what types of content you're testing, it may not even matter much if Google\ncrawls or indexes some of your content variations while you're testing. Small changes, such as\nthe size, color, or placement of a button or image, or the text of your \"call to action\" (\"Add\nto cart\" vs. \"Buy now!\"), can have a surprising impact on users' interactions with your page,\nbut often have little or no impact on that page's search result snippet or ranking.\n\n\nIn addition, if we crawl your site often enough to detect and index your experiment, we'll\nprobably index the eventual updates you make to your site fairly quickly after you've\nconcluded the experiment.\n\nBest practices when testing\n---------------------------\n\n\nHere is a list of best practices to avoid any bad effects on your Google Search behavior while\ntesting site variations:\n\n### Don't cloak your test pages\n\n\nDon't show one set of URLs to Googlebot, and a different set to humans. This is called\n[cloaking](/search/docs/essentials/spam-policies#cloaking),\nand is against our\n[spam policies](/search/docs/essentials/spam-policies),\nwhether you're running a test or not. Remember that infringing our spam policies can get your\nsite demoted or removed from Google search results---probably not the desired outcome of your\ntest.\n\n\nCloaking counts whether you do it by server logic or by robots.txt, or any other method.\nInstead, use links or redirects as described next.\n\n\nIf you're using cookies to control the test, keep in mind that Googlebot generally doesn't\nsupport cookies. This means it will only see the content version that's accessible to users\nwith browsers that don't accept cookies.\n\n### Use `rel=\"canonical\"` links\n\n\nIf you're running a test with multiple URLs, you can use the\n[`rel=\"canonical\"` link attribute](https://support.google.com/webmasters/answer/139394)\non all of your alternate URLs to indicate that the original URL is the preferred version. We\nrecommend using `rel=\"canonical\"` rather than a `noindex` `meta` tag\nbecause it more closely matches your intent in this situation. For instance, if you are\ntesting variations of your home page, you don't want search engines not to index your\nhome page; you just want them to understand that all the test URLs are close duplicates or\nvariations on the original URL and should be grouped together, with the original URL as the\ncanonical. Using `noindex` rather than `rel=\"canonical\"` in such a\nsituation can sometimes have unexpected bad effects.\n\n### Use `302` redirects, not `301` redirects\n\n\nIf you're running a test that redirects users from the original URL to a variation URL,\nuse a [`302 (temporary)` redirect](/search/docs/crawling-indexing/301-redirects#temporary),\nnot a `301 (permanent)` redirect. This tells search engines that\nthis redirect is temporary---it will only be in place as long as you're running the experiment---\nand that they should keep the original URL in their index rather than replacing it with the\ntarget of the redirect (the test page).\n[JavaScript-based redirects](/search/docs/crawling-indexing/301-redirects#jslocation)\nare also fine.\n\n### Run the experiment only as long as necessary\n\n\nThe amount of time required for a reliable test will vary depending on factors like your\nconversion rates, and how much traffic your website gets; a good testing tool tells you\nwhen you've gathered enough data to draw a reliable conclusion. Once you've concluded the\ntest, update your site with the desired content variation(s) and remove all\nelements of the test as soon as possible, such as alternate URLs or testing scripts and\nmarkup. If we discover a site running an experiment for an unnecessarily long time, we may\ninterpret this as an attempt to deceive search engines and take action accordingly. This is\nespecially true if you're serving one content variant to a large percentage of your users.\n\nMore information about testing\n------------------------------\n\n- [Google Analytics article](https://support.google.com/analytics/answer/9366791) on content experiments\n- [Google Analytics content testing tools](https://marketingplatform.google.com/about/analytics/)\n- Ask questions about testing on the [Analytics Help Forum](https://support.google.com/analytics/community)\n- Ask questions about impact on search results in the [Google Search Central Help Forum](https://support.google.com/webmasters/community)."]]
