In this case, I don’t really mean search engine optimization. Google’s Website Optimizer is designed to help you test your site and improve your conversions. However, you have to be an AdWords customer in order to join.

There should be a link to it in your AdWords panel. It was in mine under Campaign Management.

There are a lot of steps they want you to do before you get started actually using the optimizer. You need a test page, a conversion page, the aspects you want to test, and an understanding of how you’re going to test. Then…

Step 1: Set up test page and goal. This is where you’ll tell us which page you’d like to test and which page represents a user reaching the goal.

Step 2: Add tags to experiment pages. For this step, in which you add the tags to your site’s HTML source code, you may need your webmaster’s assistance.

Step 3: Create variations. You’ll add the variations of your site’s content that you’re planning to test.

Step 4: Review experiment settings and launch. Make sure the experiment is set up as you’d like, then click the button to begin running the experiment on a portion of your page traffic.

You can certainly do similar on your own, but I would imagine this could make it much easier to get done. The one question is how comfortable you feel sharing this data with Google. Of course, if you’re doing AdWords advertising, Google no doubt knows about those pages anyhow, and improving them is to your benefit.

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