Google is constantly changing its algorithms, moving the goal posts, and going back on what it has said.
Google is making a big push toward a more AI-driven service. That’s why using AB tests to identify precisely what works and what doesn’t is such an important move.
Split testing essentially means taking a rigorous and somewhat scientific approach to your search engine optimization, which effectively means removing the guess work from the process.
In fact, what split testing really amounts to, is helping your site to ‘evolve’ to become the most optimized version of itself.