Case Study: Leafly achieves 418K more Google clicks with Semrush SplitSignal

Cannabis discovery site reveals how to run quick split-tests to validate their SEO improvement ideas

Leafly, an educational and informational cannabis marketplace and directory with nearly 2 million pages, needed a way to run SEO split tests at scale without risking site-wide performance. Because its pages are template-based and highly interconnected, even small metadata changes could affect rankings and traffic, making traditional testing difficult. Leafly turned to Semrush’s SplitSignal tool to test SEO ideas more safely and efficiently.

Using Semrush SplitSignal, Leafly ran no-code SEO experiments on controlled page groups without involving developers for every test. The tool helped the team quickly identify winning and losing ideas; one test changing “marijuana” to “weed” in titles lifted clicks by 2.7% in 21 days, and a broader sitewide change later drove a +0.5% CTR increase and about 418K additional Google clicks.

Leafly

Stephan Cude

Senior Tech SEO Manager