Decide indexing intentionally
Evergreen service, product or resource landing pages may deserve indexing; short-lived test variants often do not.
Avoid duplicate variants
Canonicalize or exclude near-identical campaign variants when they would create duplicate search destinations.
Write for the search task
A rankable page still needs enough content and context to satisfy the query, not just a short ad-style pitch.
Keep technical basics clean
Use descriptive titles, canonicals, crawlable internal links and fast mobile performance.