Google Optimize
SEO TestingGoogle's discontinued A/B testing platform for SEO experiments
Overview
Google Optimize was Google's free A/B testing platform that operated from 2017 until its discontinuation in September 2023. Built by Google's optimization team, it offered basic split testing capabilities integrated with Google Analytics, making it an accessible entry point for website testing. The platform provided both client-side and server-side testing options, along with multivariate testing and redirect experiments.
Despite being backed by Google and offered for free, Optimize never gained the market dominance of dedicated testing platforms like Optimizely or VWO. Its integration with Google Analytics was its primary strength, but the tool lacked many advanced features that serious testers required. The enterprise version, Optimize 360, was part of Google Marketing Platform and offered additional targeting options and experiment limits.
Google's decision to sunset Optimize reflects the competitive landscape where specialized testing platforms provide more strong feature set and better user experiences. For SEO professionals, this discontinuation marked the end of an era where Google provided comprehensive testing tools alongside its analytics and advertising platforms.
Pricing
| Plan | Price | Includes |
|---|---|---|
| Free (Discontinued) | $0 | A/B testing, multivariate testing, redirect experiments, server-side testing |
| Optimize 360 (Discontinued) | Part of Google Marketing Platform | Advanced targeting, more experiments, deeper Analytics integration, enterprise support |
FAQ
When did Google Optimize shut down?
Google Optimize was discontinued on September 30, 2023. Google announced the sunset in June 2023, giving users time to migrate to alternative platforms.
What replaced Google Optimize for SEO testing?
No direct Google replacement exists. Popular alternatives include VWO, Optimizely, and specialized SEO testing platforms like SEOTesting and SearchPilot.
Can I still access my Google Optimize data?
Historical data was available until September 30, 2023. Google recommended exporting data before the shutdown date, as it's no longer accessible.
Why did Google discontinue Optimize?
Google cited focus on other priorities and the availability of alternative solutions in the market. The tool never achieved significant adoption compared to dedicated testing platforms.
Was Google Optimize good for SEO testing?
It was adequate for basic A/B testing but lacked advanced SEO-specific features like automatic statistical significance detection for organic traffic or built-in SERP monitoring.
How does Google Optimize compare?
View all comparisons →Review Sentiment
95 reviews across 3 sources
Bottom line
A solid but not exceptional seo testing option: Google Optimize delivers on was completely free with full-featured A/B testing, though its 4.2/5 rating reflects some friction — primarily discontinued by Google in September 2023.
People love
- +Was completely free with full-featured A/B testing, multivariate testing, and redirect experiments
- +Deeply integrated with Google Analytics for seamless data-driven experiment targeting and reporting
- +Intuitive visual editor made it easy to build overlays and test different customer experiences without coding
Common complaints
- –Discontinued by Google in September 2023 — no longer available for new or existing users
- –Page flicker issues were common, and the anti-flicker snippet provided by Google frequently timed out
- –Limited capabilities for robust or complex testing compared to paid alternatives like Optimizely and VWO
Last updated Feb 2026