Google's search quality evaluator guidelines say "Redirects from one page on one website to another page on the same website are also not sneaky. This will help point bots indexing your website to your original page. If an A/B test has multiple URLs, place the rel=canonical link attribute on all of your alternate links, pointing to your original page. For experiments involving redirects, use the rel=canonical tag.Optimizing your web pages benefits site owners as well as users by increasing conversions and by presenting the most desired information more efficiently.” However, according to Google, “Google encourages constructive testing and does not view the ethical use of testing tools such as Optimize to constitute cloaking. If Google determines that the variation of your page is substantially and materially different from the original, not just in design but also in scope and content, then they may construe this change as cloaking, and your site may be subject to a penalty. You should not use an A/B testing platform to change the spirit of the page.
Google has articulated some best practices to ensure that this doesn’t happen: However, it is possible to jeopardize your search rank by abusing an A/B testing tool for purposes such as cloaking. Google permits and encourages A/B testing and has stated that performing an A/B or multivariate test poses no inherent risk to your website’s search rank.
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