The questions are
1. How to parametrize the Target URL on a A/B test for different personalized variations
2. What are the best practices for Personalized content variations to work with A/B test without impacting the SEO scores
3. Best practices that has actually worked across multiple Industries for Personalized target variations.
1. You don't have to parameterize URLs for rendering different personalized variations. Setup different experiences in Target and it will take care of splitting the audiences and rendering different experiences to the different audiences. You are using the same URL as an end user.
2. Check this section of the document on best practices around using personalized experiences with SEO in consideration: https://experienceleague.adobe.com/docs/target/using/introduction/how-target-works.html?lang=en#:~:text=ongoing%20product%20support.-,Search%20Engine%20Optimization%20(SEO)%20friendly%20testing,-Adobe%20Target%20aligns
3. This is a very broad question. Different companies use different processes and standard practices that work for the size of testing and the team size they work with. There is no one size fit all solution or recommendation. Having a good naming convention for activities helps in long run. Plan how long you will keep activities running and what criteria you will adopt to take a call on the winner, running A/B tests too long after you see a clear winner isn't helpful. For extended personalized experiences plan web updates and maintenance to check if nothing is broken from Target experiences perspectives.
Regards!
Krishna Chaitanya
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