Ever wondered how you can get more clicks from the search engines? You may rank well – above your competition, even – yet you still expect more clicks to your website? There’s one small trick you can do to get people to click on your site rather than anyone else’s… and it’s really simple!
OK, so you rank in the top 3 for a fantastic keyword that’s searched regularly. You’ve worked hard to get that position and you’re still working to keep it there and push it higher. Yet you aren’t getting half the traffic you’d expect from ranking so high? We’ve been there.
Marketing taps into people’s emotions. Apply that to your SEO and how Google and other search engines interpret your content. While in the search results there isn’t much you have to play with in order to to tap into people’s emotions, there are changes you can make to help attract people to your site and get you those extra clicks.
Offer something interesting and attractive in your meta description or snippet. For many online shops, displaying a price is very effective – particularly if they are competitive prices. This way the user can see you are cheap before they even visit you. If no one else is displaying prices then you’ve pretty much guaranteed that click if you are cheaper than they were expecting.
Use a descriptive URL. I’m not just talking the domain name here. I’m talking your interior pages as well. They should also be named something descriptive that tells the user what they should expect if they visit that page.
Don’t make your description a sales pitch. Keep it short and sweet but also detailed without being too technical to entice those who know exactly what they are after and those who know roughly what they want. Also be honest and don’t over-hype something as this will lead to mis-trust and will likely lose you a click.
You can use Google AdWords to see what kinds of descriptions work better for converting. Although this will require funds, it will allow you to run alternate versions of your description week after week so you can see the combination that converts the best, then apply this to your meta description and title tags.
Don’t use superlatives. These are words that suggest you feature something of a greater degree to that of anything else – words such as top, best, most, greatest or superior. These can often come across as quite pushy and salesy and may force the user to click elsewhere if they aren’t happy with your ‘pitch’.
Is there anything else you can do to increase conversions from the organic results in the search engines?
