Test Shows Adding Keyword to the H1 on Product Pages Kind of Showed 8% Uplift in Organic Traffic

While the H1 has been standard in SEO best practice for years, its significance as a ranking factor has often been questioned and debated. This experiment ran on an eCommerce company that offers customizable products by adding the keyword “Custom” to the front of the H1 of the product pages. Note: “custom” already appeared elsewhere on the page, in the title, and in other headings.

The test showed the impact of this change was positive, resulting in an 8% uplift to organic traffic, but it did not reach the threshold of being positive with standard 95% confidence.