An SEO test, also called a search engine optimization test, aims to verify a hypothesis about how Google’s search engine algorithm works. For example, an SEO test might involve creating two identical pages, except for one specific element whose impact (positive or negative) on organic search ranking is to be evaluated. SEO specialists use SEO tests because many SEO strategies or techniques are not officially recognized when they first emerge and require validation through practical experimentation. In the context of so-called “black hat” SEO practices, SEO tests also help to mitigate the risks involved.