So you’ve got a great site which you’re really proud of, but are you grabbing the attention of those all-important prospective customers when they search for you? How you appear amongst the hundreds of thousands of results on a search engine (namely Google) is an often overlooked, but important element of your online presence. Just like your website, you want to convey a clean, clear and structured format in search results.
From enabling a prospective customer to quickly understand what is on your site, be enticed to click by a good Meta Description or extract the data they need (your company phone number) quickly and efficiently – how your website pages appear on search engine result pages (SERPs) is important. After all, if a client can see you don’t take care of your search engine presence then they might think this reflects on the quality of your product or service offering.
Below are the steps you can take to help your website stand out amongst the rest of the competition.
A Title Tag is the headline displayed in the SERPs. On Google it is highlighted in blue and is arguably the most visible part of your website search result. Important for grabbing the attention of potential customers, SEO and social sharing, the Title Tag should be a concise, accurate and, an enticing description of the page’s content.
How to improve:
- Keep your titles under 60 characters. Depending on the pixel width, titles longer than this could be truncated in the SERPs, which never looks great.
- Be true to what is on your page. Sound simple, but make sure your page title reflects what’s on your page.
- Put your keywords at the beginning of the title. Search engines place more significance on words at the start of your title.
- Use Piping. We recommend using piping (‘|’) followed by your business name in all titles (E.g. Web Design Exeter | Optix Solutions).
The Meta Description provides a great chance to not only summarise the web page, but also to advertise your content. Written correctly, it can lead to increased click-through rates. Detailed Meta Descriptions can also result in reduced bounce rates as prospective customers know exactly what is on the page before they even navigate to it.
How to improve:
- Keep it Concise. Try and keep your Meta description lengths below 160 characters. Going beyond this can cause Google to truncate them, which can look clunky.
- Compelling Content that is intelligently written. The content should be readable and not spam. It should include keywords from the page as well as a description that would make a potential customer want to click to find out more. Remember, search engines bold keywords in the Meta Description when they match the search query. A description that matches the search query may attract the attention of a potential customer. But NEVER drown your Meta in keywords otherwise it looks like spam.
- Keep it unique where possible. Although it can be tough, try and avoid duplicate Meta Descriptions. This is important particularly for your core pages. Otherwise you can end up with SERPs which look identical.
These two areas are a great start to helping your website stand out from the competition and increase click-through rates to the pages you want them to see. But remember there are always more ways to can stand out, such as structured data (e.g. your company phone number) that can take your search appearance to the next level.