A lot of time and effort goes into Search Engine Optimization, so it would be a real shame if after all that hard work, a user skips over your ranking result – even in the number one position, this is possible. While many would consider it unlikely for someone to skip over any results in the top ten, since the general idea is that these first results are the most relavant to their search, consider what the user is reading in that result.
When writing a Pay Per Click ad, you have full control over what the user sees for various searches. You choose the title, description, display URL and destination URL. This makes it easy to target specific users based on their search. However, when it comes to SEO, no one writes an ad to show up for searches – that information is automatically generated based on how the search engines view the page, and a well optimized site for search results can be just as important as a site well-optimized for ranking results.
Remaining consistant with the idea of comparing natural search results with Pay Per Click ads, consider the title of a PPC ad to be the title of your site, or that which lies between the title tags. This is the first thing the user generally see, since it is at the top of your result, plus it is highlighted and underlined as the link to your site. For this reason, it is important to on-site optimization for the name of each page to be relavant to your keywords, as well as the page they label.
The description of a Pay Per Click ad is comparable to text that shows up under the clickable link to your site in natural results. You might notice that some sites have a description that runs into “…” at the end of the second line. This would be like a Pay Per Click ad with it’s two description lines, but the second is incomplete. While less taxing than would be on the effectiveness of the PPC ad, for the natural search, these two lines are still important to your click through rate on natural searches. This short summary of your site is entirely up to you, however, as what is displayed here is what you choose to place between the meta description tags in your html, so choose wisely! The same principles of PPC can be applied here, as it may prove effective to include a call to action, or something that entices users to click on your site result first, regardless of its ranking position.
I’ve done plenty of searches where I don’t find what I’m looking for in that first result because I read these descriptions, and if I see one that sounds more accurate to that which I am searching, that will be the first one I click. Internet marketing is the sum of a lot of knowledge, a pinch of gut instincts and a lot of common sense, time and effort. It would be a shame to have all these things but suffer a much lower return on your investment because of a few facts overlooked.
To discuss the success of your online business with an experienced firm that knows the in’s and out’s of the Internet marketing world, please feel free to contact Reciprocal Consulting. You probably have questions, and we definitely have answers.