You work hard to either get yourself to the top three position on Google, either yourself or employing the help of an SEO company. Once there, you’re probably going to want to do everything you can to convert your search result. We’re going to talk today about what it means to increase the likelihood of a click for something you are already ranking well for.
To preface, we’re going to be talking about two major facets of the idea of “Search Engine Result Optimization” which are going to be your meta info (the title and description in the result) as well as the reputation/review component of the result (the Google Reviews, the Yelp reviews, and other citation reviews that surround the search results your website yields). Let’s look at these one at a time.
One of the most preventable ways to avoid mucking up a perfectly good search result is a solid meta description. Though a meta description is certainly important for your overall optimization of a web page, you don’t want your SEO principles to get over-zealous. Keyword-laden descriptions may have somewhat of an impact on your ranking of the page, but if it reads poorly, it can certainly do more harm than good. We’ve done fairly extensive research on the click-thru implications of the descriptions and they are most definitely existent. A good meta description gives the rank #3 to overcome #1 and #2 if the first two sound robotic, uninteresting, or completely miss the mark. The same most certainly applies to the title as well. We feel a good meta description is a solid sentence separated by a comma, the first half briefly describing the page in a manner that makes most sense to someone finding it, followed by some soft of call to action (think “call us now for a free consultation”). The usage of the keyword can get a little more tricky, but you can still include the SEO you think is important.
Also for CMS’s like WordPress that have SEO plugins, be aware that some will auto-generate descriptions using the beginning text of the page body, which will more often than not have low appeal. As far as the title goes (with far less space than the description) try to include the most important keyword of the page, followed by the brand (in most cases) or the secondary keyword (if you decide to go SEO-heavy and the trade-off has been weighed).
In the second part of this blog, we will discuss the ultimate and undeniable importance of having reviews as an integral part of any digital marketing campaign.