How to Attract Clicks on a Search Engine Results Page

How to Attract Clicks on a Search Engine Results Page

July 25, 2018 10:06 am

You’ve achieved the technical search engine marketing steps. You’ve labored exhausting to create helpful, even authoritative content material that solutions widespread questions — key phrase queries — in your business. You’ve earned your spot close to the highest of the outcomes web page. So why not attempt to increase clicks and conversions too?

Search engine marketing is supposed to speak the worth of your website’s content material to each the search engine and, finally, to the one that will click on in your end result.

There's a lot you are able to do to make your small business look good on a search engine outcomes web page, together with influencing the title, snippet or description, and even sitelinks.

Search Outcome Anatomy

Let’s begin with a reminder of how a person search outcome can look on Google. This one is from on-line retailer Beardbrand.

A typical SERP result will include a title, snippet, and optional sitelinks.

A typical SERP end result will embrace a title, snippet, and elective sitelinks.

The title might be the very first thing your potential website customer will see. It serves as an outline for the web page or website. You could have a big quantity of affect over how this title seems in most Google search outcomes.

Subsequent, you've the snippet or description. This will come from a number of totally different sources and should differ based mostly on the precise key phrase question the consumer entered into Google. However you continue to have a good quantity of affect over how this seems.

Lastly, there are sitelinks awarded to probably the most authoritative outcomes on the SERP. Google makes use of its algorithm to find out when and what's proven right here, however you'll be able to nonetheless encourage sitelinks with good navigation and construction.

Though Google modifications the way it presents a given end result once in a while, it has virtually all the time included the three parts described above. In reality, you possibly can watch Matt Cutts speak about end result anatomy intimately is that this video from almost a decade in the past. The title, snippet, and sitelinks are included.


Web page Titles

Discovered within the descriptive “<title>” tag in your website, your web page title can, and sometimes does, instantly affect the search end result title that customers see on Google.

“The title tag is usually probably the most weighted on-web page component, so it’s essential that you simply optimize it appropriately,” stated search engine optimisation practitioner Greg Gifford in a lecture from SEMrush Academy’s search engine optimization Fundamentals Course.

“Skip the old-fashioned tactic of ‘key phrase phrase bar key phrase phrase two bar key phrase phrase three.’ Keep in mind, that is going to be your blue within the SERP – that you must write one thing fascinating that may entice individuals to click on by means of to your website.’

Chances are you'll even need to take into consideration your web page title like a key phrase-wealthy promoting headline, constructed to entice a Google search consumer to click on by means of to your website.

There are no less than two approaches to writing click on-inducing web page titles. Gifford encourages a prose title akin to what you may discover on an article web page. Others have recommended a segmented title that features necessary key phrases separated by a vertical bar, hyphen, or comma.

The title of the Beardbrand home page consists of the corporate identify and a phase with prose — “Beard care, oil, grooming, trimming, & styling merchandise.”

Beardbrand could also be mixing these approaches, utilizing a bar to separate the model identify from a phrase that describes what the shop sells.

Beardbrand | Beard care, oil, grooming, trimming, & styling merchandise


On your ecommerce enterprise, check a couple of title codecs. Your aim is to precisely describe the web page in a means that may encourage customers to click on.

As you develop your website pages, word that an H1 tag may be your SERP title. Google can and does change the title displayed on a SERP when it believes a change helps the consumer.

As Matt Cutts put it in a 2014 video, Google is “in search of a concise description of the web page that’s additionally related to the question….In case your present HTML title matches [Google’s title criteria] then typically the default can be to only use your title. Now in case your present title, as greatest as we will inform, doesn’t match that…we'd dig a bit bit deeper.”


In a minimum of some instances, deeper might imply your web page’s H1 tag. So take the identical degree of care creating it as you'd the title tag.

Meta Descriptions

The snippet or description part of an natural Google end result provides a consumer extra details about your web page. It's the additional particulars, if you'll, that may assist to drive website visitors.

Google will draw snippet copy from web page content material or, maybe most frequently, out of your web page’s meta description tag.

Within the ecommerce context, your meta descriptions must be comparatively brief, lively (which means they use robust verbs), descriptive of the web page or product, and key phrase inclusive to assist with rating and recognition.

You've got a big quantity of affect over what Google will present on the SERP. So use it to encourage the press.

“It doesn’t actually matter how typically you present up [on a SERP], it issues how typically you get clicked on,” once more in line with Matt Cutts.



In case your web page ranks properly for a specific key phrase search, Google might reward your end result with sitelinks, linking on to further pages in your website. Within the Beardbrand instance, these included hyperlinks to beard oil and merchandise.

Based on Google, “sitelinks, are supposed to assist customers navigate your website. [Google’s] methods analyze the hyperlink construction of your website to seek out shortcuts that may save customers time and permit them to shortly discover the knowledge they’re on the lookout for.”

When you can't immediately affect when and the way Google assigns sitelinks to your natural search end result, you can also make it comparatively simpler for Google.

  • Have a transparent inner website hierarchy.
  • Embrace alt textual content in every hyperlink.
  • Use descriptive anchor textual content.

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